Advertising in the metaverse: New medium, partly new properties

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dc.abstract.enThe 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.
dc.affiliationZakład Marketingu
dc.contributor.authorDoligalski, Tymoteusz
dc.contributor.authorSarna, Nikodem
dc.contributor.authorKoles, Bernadett
dc.contributor.authorSiejka, Aneta
dc.contributor.authorKozielski, Robert
dc.contributor.editorKasprzak, Rafał
dc.date.access2026-11-09
dc.date.accessioned2026-11-09T10:02:29Z
dc.date.available2026-11-09T10:02:29Z
dc.date.created2026
dc.date.issued2026-06-01
dc.description.accesstimeat_publication
dc.description.physical219-226
dc.description.sdgIndustryInnovationAndInfrastructure
dc.description.versionfinal_published
dc.identifier.doi10.1515/9783112232736-014
dc.identifier.eisbn9783112232736
dc.identifier.isbn9783112232729
dc.identifier.urihttps://share.swps.edu.pl/handle/swps/2737
dc.identifier.weblinkhttps://www.degruyterbrill.com/document/doi/10.1515/9783112232736-015/html
dc.languageen
dc.pbn.affiliationnauki o zarządzaniu i jakości
dc.publisher.ministerialDe Gruyter
dc.relation.bookBusiness and the Metaverse, Opportunities and Challenges in Management, Economics and Finance
dc.relation.languageen
dc.relation.pages312
dc.rightsClosedAccess
dc.rights.explanationzamknięty dostęp
dc.rights.questionNo_rights
dc.share.monoOTHER
dc.subject.enmetaverse
dc.subject.enadvertising
dc.subject.enbrand
dc.subject.encommunication
dc.subject.enimmersiveness
dc.swps.sciencecloudsend
dc.titleAdvertising in the metaverse: New medium, partly new properties
dc.title.journalBusiness and the Metaverse
dc.typeMonographyChapter
dspace.entity.typeBook