Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2023) A conceptual framework for Media Planning on the Metaverse: A Theoretical Primer for Advertising Research and Practice. In: Academy of Marketing Science World Conference, 11/07/2023, University of Kent, Canterbury. (In Press)

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Abstract

Metaverse is changing business operations as brands are exploring the consumers' seamless interaction within real and simulated environments, which has enormous implications on how and where consumers see the bands' advertisements. With the growing quest for theoretical knowledge on how advertisers can benefit from the huge prospects of the Metaverse, this study adopts an integrative literature review approach to critically review and synthesise the literature on advertising, media planning and buying and Metaverse, which enables the development of a conceptual framework and a theoretical primer for advertising research and practise. This
study explores the various stakeholders that can influence media planning and buying in the Metaverse, identify significant opportunities and challenges in managing media spaces in the metaverse and presents practical recommendations for these stakeholders on how to advertise
and media planning strategies in the Metaverse. The study makes a significant contribution to theories on the interaction between the message, multiple users, and media on the Metaverse, highlights the implications of evaluating advertisements on the metaverse advertising and the interoperability within the Metaverse, with implications for media planners, metaverse
marketing agencies and the brands.

Item Type:	Conference or Conference Paper (Paper)
Uncontrolled Keywords:	Media Planning; Media Buying, Advertising, Metaverse, Conceptual framework, Advertising Agencies
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Marketing Research Group (MRG)
Last Modified:	01 Aug 2023 01:38
URI:	http://gala.gre.ac.uk/id/eprint/41655

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