Craving for touchy stimulation? Consumer responses for metaverse ads

This study examines how individuals perceive, interact with, and respond to metaverse ads, and is thus in line with the lack of knowledge concerning how advertising may be influenced by the metaverse. Compared to traditional digital marketing, metaverse advertising combines features like interactivity, using senses, and AI-informed personalization, which explains why there is a need to study consumer behavior in the metaverse depths. The current study used a phenomenological approach to gather primary data by administering 15 semi-structured interviews to Metaverse users, with the subjects chosen purposively for the purpose of sample heterogeneity. The participant responses were analysed using thematic analysis aimed at determining and describing the patterns of consumer engagement with metaverse ads and can be regarded as a structure for their interpretation. The study findings highlighted that that experienced metaverse users are more immersive and immersed in perceiving the usability of metaverse ads in comparison to traditional ad formats. Furthermore, the study shows that self-referenced and multisensory ads have been more effective at changing the consumers’ perception of the brands and their decision to purchase the products. These findings are significant for marketers to understand specifically how to implement metaverse advertising to increase access to interaction and dynamism. This study can enrich the current focus on lower engagement with evidence of how brands can communicate with consumers in virtual reality. In essence, the study suggests effective strategies by transferring the foreclosure from the theoretical context to the practical application of the metaverse in marketing.