Consumer Perception of Immersive Advertising in the Metaverse-An Analysis of the Fashion Industry
Background Research- Forward-thinking analysts and global business researchers have developed a growing interest in understanding the metaverse which represents a fully digital interactive ecosystem built from advanced technology and human-engineered applications to replicate virtual reality elements (Periyasami & Periyasamy, 2022). Neal Stephenson first introduced the concept of the metaverse in his literary work published in 1992. The metaverse has developed from theoretical discussions and now emerges as practical applications through the advancement and integration of fundamental technologies like augmented reality (AR) and virtual reality (VR) which support an interconnected digital ecosystem. As multiple technological factors continue to advance the metaverse remains collaborative and immersive which has progressively transformed the fashion industry. E-commerce transaction efficiency benefits from accelerated graphical data processing while sophisticated machine learning algorithms utilize predictive analytics to create shopping experiences tailored to user behavior.
