Metaverse advertising resistance: a path analysis to negative brand perception

Abstract

The metaverse is an immersive version of the Internet that enables people to communicate with each other using digital tools, satisfying social demands through lively and captivating exchanges. Social problems that are common in reality are likely to appear in the metaverse, much like in real-world interactions. While metaverse platforms have achieved success, their effectiveness in advertising varies. Studies have shown that interactive and disruptive ad experiences in the metaverse can lead to increased ad avoidance behavior. Conversely, minimal exposure to advertising can diminish a brand’s presence, impacting customer buying intentions and loyalty. Research indicates that advertising significantly affects consumer purchasing behavior, and disruptive metaverse ads can reduce brand recall and recognition. Despite the importance of this topic, limited research has addressed these issues, leaving many insights unexplored regarding the platform’s future benefits. This study explores the impact of users’ metaverse advertising avoidance behavior on brand perception. The findings revealed that Information Overload, Metaverse Influence, and Perceived Autonomy are primary factors leading to negative Ad Attitudes and Ad Avoidance behavior. This behavior fosters Brand Hate and increases Brand Avoidance.