Redefining Advertising: Exploring Quality, Functionality, and Usefulness in the Metaverse Era
, Vol.13
, Special Issue (Fifty-sixth) about: Digital Markiting
PP:7-18
Authors:
Dr. Rafif Faisal-Assistant Professor of Public Relations & Advertising,Digital Media Department,Faculty of Media & Public Relations , Liwa College
Dr. Bayan Khalil Al Fukara-Assistant Professor of Mass Communication,Digital Media Department,Faculty of Media & Public Relations ,Liwa College - Abu Dhabi
Abstract:
Metaverse-based advertising is transforming how companies’ market to customers and engage with them. Keeping this in mind, this study aims to explore the product quality, product functionality, and perceived usefulness of products in metaverse-based advertising and how it has changed mass communication in Abu Dhabi. A qualitative approach has been adopted, including interviewees from 15 digital marketing and advertising experts from different advertising firms to obtain a holistic view. Analysis was done in content analysis by identifying themes. The study found that metaverse advertising improves product quality by providing in-depth virtual interactions, improves functionality by allowing customers to test and explore products in a simulated environment, and increases perceived usefulness through personalized and immersive experiences. The study also suggested that metaverse-based advertising has transformed mass communication by making it more engaging, customized, and interactive. These findings can be used by marketers to create more interesting and personalized metaverse-based advertising campaigns to enhance customer engagement.
Key Words:
Metaverse-Based Advertising - Product Quality - Product Functionality - Perceived Usefulness - Mass Communication.
Research Language:
English
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