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The Impact of the Metaverse and Augmented Reality on Advertising and Branding
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Alireza Ghanizadeh *   |
| Ph.D. in Communication Sciences, Applied Science and Technology University (Branch 46), Tehran, Iran |
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Abstract: (4 Views) |
| The metaverse represents an emerging technology that offers a unique opportunity for businesses and individuals alike to expand their reach and engage with others in a virtual domain. As a hyper-connected digital realm, the metaverse possesses the potential to fundamentally transform how consumers, brands, and businesses conduct commerce and interact within an inextricably linked virtual ecosystem. It serves as an advanced platform that enables users to expand their networks and forge meaningful connections within a digital environment. To fully comprehend the possibilities of this space, this study explores the metaverse and the impact of augmented reality (AR) on advertising and branding, examining the implications of utilizing the metaverse as a marketing and branding tool to identify its potential advantages and drawbacks. In this context, this research investigates the influence of the metaverse and augmented reality on advertising and branding strategies. Given the rapid evolution of digital technologies, the metaverse and augmented reality have emerged as novel instruments for brand promotion, enabling the creation of interactive and immersive consumer experiences. The findings indicate that these technologies can assist brands in establishing closer connections with their audiences and enhancing customer loyalty. Furthermore, as these technologies provide opportunities for brand differentiation in the digital landscape, they can empower marketing strategies and facilitate the acquisition of new customers. Ultimately, this research demonstrates that leveraging the metaverse and augmented reality can revolutionize traditional advertising and branding paradigms. |
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| Keywords: Metaverse, Augmented Reality, Advertising, Branding |
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Full-Text [PDF 603 kb]
(4 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2026/04/15 | Accepted: 2025/05/23 | Published: 2025/06/20
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