Experiential determinants of metaverse advertising effectiveness: an avatar parasocial relationship perspective
Heejun Lee · Asia Pacific Journal of Marketing and Logistics · 2026
Purpose This study aims to investigate how different experiential dimensions influence metaverse advertising effectiveness, focusing on the mediating role of avatar parasocial relationships (APRs) and the moderating effect of brand involvement. Design/methodology/approach Drawing on Pine and Gilmore's (1998) and Schmitt's (1999) frameworks, a conceptual model was tested using data from 300 Zepeto users who engaged with a branded virtual automobile experience. Structural equation modeling and moderation analysis were conducted. Findings All five experiential dimensions – entertainment, education, esthetics, escapism and relate – positively influenced APRs, which mediated effects on brand comprehension, attitude and S-WOM intention. The “relate” experience showed the strongest impact. Brand involvement significantly moderated the influence of APRs on outcomes. Originality/value This study extends experiential marketing theory by highlighting the importance of social (i.e. relate) experiences and avatar-based interactions in virtual environments.