Current Issue Summary
September 2024 (Vol. 64, Issue 3)

What Drives Advertisers Toward or Away from Immersive Virtual Spaces? The Metaverse Conundrum: Affordances and “Disaffordances” Through the Eyes of Advertisers
Explore the concept of the metaverse and its implications for advertising. Such virtual landscapes have the potential to immerse and engage consumers in unique and impactful ways, creating new opportunities for brands. However, the study also identifies several challenges, such as privacy concerns, interoperability issues and the anticipated lack of return on investment (ROI). The findings emphasize the need for advertisers to understand the complexities of the metaverse ecosystem and to develop strategies that address these challenges while leveraging the unique affordances of virtual environments.  

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