The Bifold Triadic Relationships Framework: A Theoretical Primer for Advertising Research in the Metaverse

IF 5.4 2区 管理学 Q1 BUSINESS Journal of Advertising Pub Date : 2022-09-08 DOI:10.1080/00913367.2022.2111729
Sun Joo Grace Ahn, Jooyoung Kim, Jaemin Kim
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引用次数: 25

Abstract

Abstract The concept of the metaverse was first coined in the science fiction novel Snow Crash published 30 years ago, serving as the pregenesis concept of the next groundbreaking development in communication and technology fields for several decades. Today, the concept of the metaverse is complicated and often discussed as a multidimensional notion, generally referring to multiple interconnected virtual worlds where large numbers of users can simultaneously interact in embodied form. In this article, we propose the bifold triadic relationships model to help advertising scholars understand how advertising may work in the metaverse and to guide future research endeavors. Although the metaverse as a concept has yet to fully form, we hope that this primer presents a clearer layout of how advertising can be studied at the unit level of triadic relationships among consumer, media, and engagement behaviors in the metaverse space. Using what we know thus far about immersive virtual environments and how they relate to advertising practice and scholarship, the present article serves as an impetus for new directions in advertising theory and research in the metaverse in the years to come.
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二元三元关系框架:元宇宙广告研究的理论基础
摘要元宇宙的概念最早是在30年出版的科幻小说《雪崩》中提出的 多年前,作为孕育概念的下一个突破性发展在通信和技术领域长达数十年。如今,元宇宙的概念很复杂,经常作为一个多维概念来讨论,通常指的是多个相互连接的虚拟世界,在这些虚拟世界中,大量用户可以同时以具体形式进行交互,我们提出了双折叠三元关系模型,以帮助广告学者了解广告在元宇宙中的作用,并指导未来的研究工作。尽管元宇宙作为一个概念尚未完全形成,但我们希望这本入门书能更清晰地展示如何在元宇宙空间中消费者、媒体和参与行为之间的三元关系的单位层面上研究广告。利用我们迄今为止对沉浸式虚拟环境的了解,以及它们与广告实践和学术的关系,本文推动了未来几年元宇宙广告理论和研究的新方向。
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来源期刊
CiteScore
11.20
自引率
10.50%
发文量
55
期刊介绍: The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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