Advertising in the metaverse and its implications for brands and society: A multi-stakeholder perspective

IF 12.9 1区 管理学 Q1 BUSINESS
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引用次数: 0

Abstract

The aim of this paper is to identify the characteristics of advertising in the metaverse and its implications for brands and society. A group of 35 experts representing advertising agencies and brands from Central and Eastern Europe were interviewed. The findings are presented in the form of a conceptual model that provides a cartography for the landscape of metaverse advertising. Our results demonstrate that metaverse advertising uses existing formats (e.g. billboards, product placement), while also developing new ones (e.g. automated avatars, virtual products, and branded spaces). In addition, metaverse advertising is more focused on brand building than on direct, measurable impact. Advertising in the metaverse is not as precisely targeted as it is on the internet. Given their high up-front costs, these activities are currently more suitable for multinationals and well-known global brands. Metaverse advertising is not perceived to be associated with elevated brand risk. However it is burdened with myopia, understood as a lack of long-term perspective. Our findings reveal three stakeholder personas representing different approaches to metaverse advertising; including Cautious Pioneers, Empathic Pragmatists, and Blockchain Enthusiasts. We conclude by documenting the social consequences, capturing shifts towards automated communication, digital ownership, and the metaverse's potential to replace social media.
元宇宙中的广告及其对品牌和社会的影响:多利益攸关方视角
本文旨在确定元宇宙中广告的特点及其对品牌和社会的影响。代表中欧和东欧广告公司和品牌的 35 位专家接受了采访。研究结果以概念模型的形式呈现,为元海外广告提供了一幅地图。我们的研究结果表明,元海外广告在使用现有形式(如广告牌、产品植入)的同时,也在开发新的形式(如自动头像、虚拟产品和品牌空间)。此外,元宇宙广告更注重品牌建设,而不是直接的、可衡量的影响。元宇宙中的广告不像互联网上的广告那样具有精确的针对性。由于前期成本高昂,这些活动目前更适合跨国公司和全球知名品牌。人们认为,元海外广告与品牌风险上升无关。然而,它也存在近视问题,即缺乏长远眼光。我们的研究结果揭示了三种利益相关者角色,他们代表了对元宇宙广告的不同态度,包括谨慎的先行者、感同身受的实用主义者和区块链爱好者。最后,我们记录了社会后果,捕捉到向自动化交流、数字所有权的转变,以及元宇宙取代社交媒体的潜力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
21.30
自引率
10.80%
发文量
813
期刊介绍: Technological Forecasting and Social Change is a prominent platform for individuals engaged in the methodology and application of technological forecasting and future studies as planning tools, exploring the interconnectedness of social, environmental, and technological factors. In addition to serving as a key forum for these discussions, we offer numerous benefits for authors, including complimentary PDFs, a generous copyright policy, exclusive discounts on Elsevier publications, and more.
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