Advertising in the metaverse: New medium, partly new properties

StatusVoR
Dublin Core metadata
Alternative title
Authors
Doligalski, Tymoteusz
Sarna, Nikodem
Koles, Bernadett
Siejka, Aneta
Kozielski, Robert
Monograph
Business and the Metaverse, Opportunities and Challenges in Management, Economics and Finance
Monograph (alternative title)
Editor
Kasprzak, Rafał
Date
2026-06-01
Place of publication
Publisher
De Gruyter
Journal title
Business and the Metaverse
Volume
Pages
219-226
DOI
ISSN
ISBN
9783112232729
eISBN
9783112232736
Series
Series number
ISSN of series
Weblink
https://www.degruyterbrill.com/document/doi/10.1515/9783112232736-015/html
Access date
2026-11-09
Remarks
Abstract PL
Abstract EN
The metaverse encompasses immersive 3D virtual worlds that are transforming digital interaction and opening new frontiers and opportunities for marketing. Despite growing business interest, academic research on advertising within the metaverse remains scarce, particularly regarding its effectiveness, audience behaviour, and technological constraints and benefits. This study advances our understanding of metaverse advertising by examining its defining characteristics and its strategic and societal implications for brands, consumers, and digital ecosystems. Findings reveal the emergence of innovative ad formats—such as virtual products, branded spaces, and avatars—that redefine how brands communicate in immersive settings. Nonetheless, the limited data infrastructure constrains precise ad targeting, positioning brand awareness rather than performance marketing as the primary advertising objective. Finally, the study underscores the importance of ethical and societal responsibility, calling for a balance among technological innovation, user well-being, and platform integrity.
Abstract other
Keywords PL
Keywords EN
metaverse
advertising
brand
communication
immersiveness
Keywords other
Conference edition name
Conference place
Start date
Finish date
Sustainable Development Goals
SDG 9. Industry, innovation and infrastructure
Exhibition title
Place of exhibition (institution)
Exhibition curator
Organisational Unit
Zakład Marketingu
URI
https://share.swps.edu.pl/handle/swps/2737
Type
Version
Version of Record
License type
closedaccess
There is no access to this item
Funder
Time range from
Time range to
Contact person name
item.page.relation.dataset
Related publication
Related publication
Grant/project name
Grant number
Views
Views0
Acquisition Date20.10.2022
Downloads
Downloads0
Acquisition Date20.10.2022