Author(s): Girish Upadhyay
The emergence of the Metaverse is reshaping digital advertising by offering immersive, interactive, and sensory-rich brand experiences. This study explores how metaverse advertising impacts consumer purchase intention, drawing on Media Richness Theory and the Elaboration Likelihood Model. We propose that metaverse environments foster deeper communication involvement—cognitive attention, emotional engagement, and behavioural participation—compared to traditional advertising formats. This heightened involvement enhances message absorption and strengthens purchase intent. Additionally, the study examines the role of product involvement, suggesting that metaverse advertising is especially effective for high-involvement products. In such cases, the perceived quality of advertising arguments—clarity, strength, and relevance—emerges as a key mediating factor. Findings from two controlled experiments confirm that metaverse-based advertising is more persuasive than traditional formats, particularly when users are highly engaged or the product holds personal relevance. These insights offer strategic implications for marketers aiming to leverage immersive technologies for more effective consumer engagement and decision-making.