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The Bifold Triadic Relationships Framework: A Theoretical Primer for Advertising Research in the Metaverse
Journal of Advertising ( IF 6.528 ) Pub Date : 2022-09-08 , DOI: 10.1080/00913367.2022.2111729
Sun Joo (Grace) Ahn 1 , Jooyoung Kim 1 , Jaemin Kim 1
Affiliation  

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.



中文翻译:

双三元关系框架:元界广告研究的理论入门

摘要

元宇宙的概念最早出现在科幻小说《雪崩》中发表于 30 年前,几十年来作为通信和技术领域下一个突破性发展的先导概念。今天,元宇宙的概念很复杂,经常被讨论为一个多维的概念,通常指的是多个相互连接的虚拟世界,其中大量用户可以同时以实体形式进行交互。在本文中,我们提出了双三元关系模型,以帮助广告学者了解广告如何在元宇宙中发挥作用,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够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元级别上研究广告。

更新日期:2022-09-08
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