Citation

Samad, A. and Izani, M. and Razak, A. and Mustaffa, Fauzan (2023) Understanding Advertising in Virtual Worlds and Best Practices for Metaverse Advertising. In: 2023 Zooming Innovation in Consumer Technologies Conference (ZINC), 29-31 May 2023, Novi Sad, Serbia.

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Abstract

The metaverse, a virtual realm where individuals can engage in a plethora of experiences and interact with one another, is rapidly gaining traction among both consumers and corporations. As the metaverse continues to grow in popularity, advertising within virtual worlds is becoming increasingly important for businesses looking to reach new customers. However, there is a lack of research on the effectiveness of advertising in virtual worlds and best practices for creating effective campaigns. This study aims to address this research gap by exploring the current state of advertising in virtual worlds and identifying areas where further research is needed. The study will also develop best practices for creating effective advertising campaigns in virtual worlds by analyzing existing advertising campaigns and identifying successful strategies including comparison between traditional and metaverse advertising. The results of this study will contribute to the understanding of advertising in virtual worlds and help businesses to make more informed decisions about their advertising efforts in the metaverse.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Metaverse, virtual worlds, virtual reality, advertising
Subjects:	P Language and Literature > PN Literature (General) > PN1993 Motion Pictures
Divisions:	Faculty of Creative Multimedia (FCM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	04 Sep 2023 07:42
Last Modified:	04 Sep 2023 07:42
URII:	http://shdl.mmu.edu.my/id/eprint/11671

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