The rise of the metaverse in marketing strategies

Purpose This study investigates the impact of metaverse technology on the effectiveness of immersive advertising formats. Specifically, it examines how enriched and immersive information in metaverse advertisements influences consumer perceptions and purchase intentions, while accounting for variables such as perceived novelty and information detail. Design/methodology/approach An experimental study was conducted with 264 Tunisian consumers divided into five groups: two testing the presence or absence of immersive advertising, two exploring different levels of information detail (low vs high) and a control group with no immersive elements. The interaction effects between medium type and information detail were analyzed. Findings The study found that immersive advertising significantly improves purchase intention, especially when combined with high levels of information. Furthermore, perceived novelty moderates the interaction effect, enhancing consumer engagement with the advertising format in the metaverse. Research limitations/implications The study focuses on a Tunisian consumer sample, which may limit generalizability. Future research could explore cross-cultural differences and extend the scope to different metaverse applications or other emerging technologies. Practical implications Marketers can leverage immersive advertising in the metaverse to enhance message engagement and purchase intention, especially by providing detailed and enriched content that appeals to consumer curiosity and novelty. Social implications Immersive advertising in the metaverse creates new opportunities for personalized and engaging experiences, promoting ethical considerations in targeting and user engagement in virtual environments. Originality/value This research provides empirical evidence on the combined effects of immersion and information detail in metaverse advertising, highlighting the moderating role of perceived novelty. It contributes to the understanding of how emerging technologies reshape consumer behavior and marketing strategies.