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Book chapter · Routledge eBooks · September 2, 2024

Programmatic Advertising and the Metaverse

Le Yli-Kuivila, Aijaz Ahmed Shaikh, Shafia Jamil, Aneel Salman

Dr. Aijaz A. Shaikh
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Abstract

Programmatic advertising (PA) has gained popularity in the field of marketing. Research has also created a link between the PA and metaverse since the metaverse has largely been considered a new digital advertising channel and medium through which brands can connect with customers. Quantitative methodology was used to collect the data during March 2023. Research data is collected via an online survey. The findings reveal that perceived relevance and timeliness have significant positive relationships with consumer attitude towards the ads. In contrast, when consumers perceive the ads as intrusive, they develop a negative impression towards the ads. A positive attitude towards the ads will increase consumers’ intention to purchase the advertised product or service, while a negative attitude will increase their avoidance of the ads. The scope of this study justifies that consumer attitudes have a direct and positive impact on ad avoidance, which has not been observed in prior studies.

Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Market Behavior and Pricingprogrammatic advertisingmetaverseonline advertising

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