Metaverse in Advertising: The Effect of Virtual Reality Use on the Memorability of Advertising
Project no. 32221 · Status: Kapanmış (Yayın bekleniyor) · 2024
Summary
<p>The introduction of digital communication into human life has caused changes in many areas. The concept of advertisements in these areas has also taken its place in the new media in digital communication. Advertisements in new media attract more attention than traditional advertisements in today’s conditions. Especially among young people who have mastered technology, digital advertisements in new media become more memorable in their minds.</p><p>The new technology of the future that will make advertisements more memorable in the world of technology is the metaverse and virtual reality concepts. These concepts have started to be used effectively today. Individuals who utilize these technologies have found that advertisements within this virtual world are more memorable compared to traditional advertisements. In the researches conducted on the subjects, it has been determined that the advertisements shown in Metaverse and virtual reality technology can be remembered more easily. “Metaverse in Advertising: A Research to Determine the Effect of Virtual Reality Use on the Memorability of Advertising’’ the control group and the experimental group were shown the same two advertisements. The control group was shown a traditional advertisement on a computer, while the experimental group was exposed to a 360-degree virtual advertisement using a virtual reality headset. It was analyzed that the two advertisements made to be watched with virtual reality glasses were more memorable for users.</p>