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Keywords: Experience economy
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Journal Articles
Experiential determinants of metaverse advertising effectiveness: an avatar parasocial relationship perspective
Available to Purchase
Asia Pacific Journal of Marketing and Logistics 1–22.
Published: 07 January 2026
.../value This study extends experiential marketing theory by highlighting the importance of social (i.e. relate) experiences and avatar-based interactions in virtual environments. Metaverse advertising Experience economy Avatar parasocial relationship Brand involvement Daegu Catholic...
