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Marketing in the New Reality: Synthesizing Cutting-Edge Trends in Metaverse, Viral Marketing, and Endorsement Advertising in the Advancing Realm of Virtual Worlds.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing in the New Reality: Synthesizing Cutting-Edge Trends in Metaverse, Viral Marketing, and Endorsement Advertising in the Advancing Realm of Virtual Worlds./
作者:	Wang, Yuqi.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2024,
面頁冊數:	165 p.
附註:	Source: Dissertations Abstracts International, Volume: 85-12, Section: B.
Contained By:	Dissertations Abstracts International85-12B.
標題:	Statistics. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31146314
ISBN:	9798382816715

Marketing in the New Reality: Synthesizing Cutting-Edge Trends in Metaverse, Viral Marketing, and Endorsement Advertising in the Advancing Realm of Virtual Worlds.
Wang, Yuqi.

Marketing in the New Reality: Synthesizing Cutting-Edge Trends in Metaverse, Viral Marketing, and Endorsement Advertising in the Advancing Realm of Virtual Worlds. - Ann Arbor : ProQuest Dissertations & Theses, 2024 - 165 p.

Source: Dissertations Abstracts International, Volume: 85-12, Section: B.

Thesis (Ph.D.)--New Mexico State University, 2024.

The convergence of virtual and real worlds has resulted in the emergence of new marketing phenomena that combine traditionally distinct research domains. This doctoral dissertation explores the interplay between the metaverse, viral marketing, and endorsement ads, and their relationship with emerging technology applications of virtual reality (VR) in marketing.The dissertation consists of three interrelated chapters. Chapter 1 investigates the convergence of VR and electronic word-of-mouth (eWOM), aiming to explore the effectiveness of virtual reality word-of-mouth (VR-WOM) in driving consumer purchase intention towards consumer products. It focuses on the format of 360° videos embedded in simulated X posts with ad-related content. Through a vignette survey with 1,529 participants analyzed with Structural Equation Modeling (SEM), the chapter uncovers the psychological processes behind VR-WOM effectiveness, including gamification, psychological ownership, and perceived meaningfulness. The chapter also identifies boundary conditions that moderate the effectiveness of VR-WOM, such as consumers' text/image-processing style and relational proximity with the product. These findings have important implications for VR-WOM content design, platform choice, and customer targeting.Building on Chapter 1, Chapter 2 systematically maps the literature landscape of the metaverse and word-of-mouth literature. While Chapter 1 focuses on consumer products such as cars, air purifiers, tea, coffee, cookies, chocolate, mattresses, laundry detergent, etc., Chapter 2 turns to the service industry and examines another form of VR-WOM called mirror worlds word-of-mouth (MW-WOM). Mirror worlds are a special category of VR designed to truthfully reflect reality as truthful digital twins or "mirrors". This format is particularly compatible with promoting place-related service offers such as tourism destinations. Chapter 2 employs a vignette survey design using tourism destination offers from Antarctica, Kenya, Jamaica, England, Oregon, Utah, Hong Kong, the Great Barrier Reef in Australia, Victoria Falls in Canada, and Glowworm Cave in New Zealand. The chapter extends the application scenario of Chapter 1 and varies the dependent variable from purchase intention to repost intention as an indicator of potential virality. MW-WOM is expected to be effective in boosting repost intention by enhancing perceived impact, attenuating ad irritation, and elevating social presence. It is also expected that users' chronic skepticism and media irritation moderate these effects. This chapter provides a reference for viral marketing (VM), which is a more specific target in social media and WOM marketing.While Chapter 2 takes a step closer to the VR-WOM application scenario, Chapter 3 broadens the scope to explore how virtual elements are transforming conventional marketing. Specifically, Chapter 3 examines how VR-related aesthetics around avatars, independent of VR platforms and formats, are integrated into endorsement advertising in the form of photos and 2D videos. The chapter introduces the concept of "avatarized humans" and investigates its effectiveness in endorsement advertising as a countertrend to anthropomorphism. The chapter expects that in endorsement ads, avatarized humans will increase endorser-product congruence, leading to a perception of expertise of the endorser and a more positive ad attitude. Additionally, avatarized humans are expected to increase endorser-audience congruence, leading to a greater self-projection and positive ad attitude. The effects of endorser type (celebrity vs. non-celebrity) and product type (tech-related product) are expected to moderate these outcomes.Overall, this dissertation bridges multiple fields of the metaverse, word-of-mouth, viral marketing, games, avatar, and endorsement advertising, presenting valuable contributions to respective marketing fields and strategic references for practitioners.

ISBN: 9798382816715Subjects--Topical Terms:

517247
Statistics.
Subjects--Index Terms:

Endorsement

Marketing in the New Reality: Synthesizing Cutting-Edge Trends in Metaverse, Viral Marketing, and Endorsement Advertising in the Advancing Realm of Virtual Worlds.
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