The metaverse is a nascent advertising landscape, characterized as a virtual environment that can provide consumers with immersive visual information. However, studies on metaverse advertising are limited. This study hypothesized that the interplay between avatar presence (a fundamental component of the metaverse) and product type (avatar-wearable vs. non-avatar-wearable) will augment advertising effectiveness by allowing consumers to simulate a product’s real-world application more vividly.
