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Consumers’ responses to metaverse ads: The roles of hedonic versus utilitarian appeal and the moderating role of need for touch

July 10, 2024 sarah JonasResearch Alert

Abstract This research investigated whether vicarious touch in metaverse advertising could produce desired outcomes. We examined the influence of consumers’ need for touch (NFT) and specific message appeal types (hedonic vs. utilitarian) on the effectiveness of metaverse advertising. The results…