Methodological proposal for the analysis of immersive advertising and campaigns in metaverses

Abstract

The article proposes a methodological device to clarify hypotheses and cover objectives in the study of immersive advertising, that linked to virtual reality and the incipient metaverses. Due to the promising nature of the object, the document, with a qualitative and quantitative base, is framed as descriptive and exploratory. The general objective of the study is to develop a multifocal research device to observe immersive advertising by means of a heuristic Focus Group based on Likert scales, in order to delimit the object of study with guarantees. With this goal in mind, given the variety and complexity of promotional situations to be observed in the incipient advertising immersion, a holistic tool is constructed based on a Focus Group based on the adaptation of a series of heuristics from various authors versed in the field of immersion, usability, communication, design and advertising (including transmedia). The group work is based on a series of seven-level Likert questionnaires adapted to the object of study previously constituted according to variables that improve the interpretation of the data. The proposal is congruent as it probes a bustling and emerging field in the process of adaptation, more so with the emergence of metaverses. This methodology attempts to provide a useful framework for analysing this immersive marketing agent in its various virtual reality-based manifestations in metaverses. As conclusions, the system is an evolution of a contrasted model, which has been validated by communication experts and which has been successfully published in high impact journals.