What drives advertisers toward or away from immersive virtual spaces? : the metaverse conundrum : affordances and "disaffordances" through the eyes of advertisers
Ben Marder, Amy Yau, Jennifer Yule, Elena Osadchaya, Rob Angell, Will Zhiyuan Zhang, Sebastian Oliver, Laura Lavertu, Nikolaos Stylos, Qi Kang, Liyu Gao, Sara AlRabiah, Anouk de Regt, Yiwei Zhang, Jiayuan Li
| Year of publication: |
2024
|
|---|---|
| Authors: | Marder, Ben ; Yau, Amy ; Yule, Jennifer ; Osadchaya, Elena ; Angell, Robert J. ; Zhang, Will Zhiyuan ; Oliver, Sebastian ; Lavertu, Laura ; Stylos, Nikolaos ; Kang, Qi ; Gao, Liyu ; AlRabiah, Sara ; Regt, Anouk de ; Zhang, Yiwei ; Li, Jiayuan |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 64.2024, 3, p. 255-283
|
| Subject: | advertising | affordances | definition | immersive environments | Metaverse | strategy | Werbung | Advertising | Metaversum |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2024-020 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015071674