Tools of Brand Promotion Metaverse

Metaverse is a new immersive technology that is trending to become a new platform for branding, marketing and advertising campaigns. This study is aimed at studying the process of brand promotion in Metaverses, due to limited research on this topic. Majority of the current research is based on analogous virtual spaces, meaning that its data and conclusions may not be fully applicable to Metaverse.This study aims to identify brand promotion tools and study consumer behavioral responses to these tools. The study used a mixed methodology, exploratory design. Qualitative stage of the study involved interviewing experts from Russian marketing agencies that specialize in Metaverse brand integration. The interviews aimed to identify current promotion tools used in the Metaverse industry for brand integration in the Metaverse, as well as identify drivers and barriers encountered by the experts. The quantitative part of the study was an online survey that was conducted among 122 active Russian-speaking Metaverse users. The survey results were usedo the gauge the behavioral and affective reactions of consumers to promotion tools, and also to test he relationship of drivers and barriers of the Metaverse with promotion tools. Based on the results, six main promotion tools were identified, which were divided into two groups: interactive and native. The connections between promotion tools and drivers and barriers were also identified, and the behavioral and affective reactions of users to brand promotion tools in the Metaverse were studied. Two interactive tools (events, bonus system) had stronger correlations with drivers and barriers than two native tools (landscape advertising, product placement). However, one native tool (branded avatar accessories) demonstrated correlations comparable to the two interactive tools. There were no significant differences between interactive and native tools in influencing affective and behavioral responses. However, interactive tools such as bonuses and product testing, and native tools such as branded avatar accessories, were rated as most likely to generate positive consumer reactions.