New immersive alcohol marketing and commerce in metaverse environments

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dc.citation.volumeEarly View
dc.contributor.authorHuckle T
dc.contributor.authorMummert K
dc.contributor.authorLyons A
dc.contributor.authorMcCreanor T
dc.contributor.authorMclellan G
dc.contributor.authorMoewaka Barnes H
dc.coverage.spatialAustralia
dc.date.accessioned2024-11-14T00:35:45Z
dc.date.available2024-11-14T00:35:45Z
dc.date.issued2024-11-04
dc.description.abstractIntroduction The study aims are to: (i) explore methods for identifying alcohol company marketing in metaverses; (ii) identify current types of alcohol marketing in metaverses; and (iii) identify dominant portrayals and meanings of alcohol marketing in these settings. Methods Our design was exploratory, employing various approaches to identify alcohol company marketing across multiple metaverses. In stage one, we systematically navigated through metaverses as an avatar, documenting and coding all instances of alcohol company marketing. In stage two, the research team collaboratively explored and discussed excerpts of this marketing. The team thematically analysed the transcribed discussion, identifying key meanings and interpretations of immersive and interactive alcohol marketing. Results Stage one: alcohol company marketing was identified in two metaverses, Decentraland and Sandbox. Within those metaverses were five alcohol company marketing experiences: Heineken Silver, Jose Cuervo Tequila, Wisher Vodka, San Matias Tequila, and Mason Martell Cognac. Marketing strategies included immersive commerce, virtual drinking, immersive branding, immersive engagement, gaming, non-fungible tokens (digital assets), education, non-player characters promoting brands and virtual event-based marketing. Stage two: themes identified were: (i) immersive branding, representing continued exposure to brands that were both foregrounded and on the edge of users' awareness; (ii) immersive engagement, including alcohol-related gaming, quests, and alcohol production; (iii) avatars simulating drinking behaviour (virtual drinking); and (iv) immersive commerce representing how metaverse alcohol marketing may drive alcohol transactions. Discussion and Conclusion Alcohol companies are using novel immersive marketing techniques in metaverses. The impact on the experiences and drinking behaviours of users are unknown and require investigation.
dc.description.confidentialfalse
dc.identifier.author-urlhttps://www.ncbi.nlm.nih.gov/pubmed/39495578
dc.identifier.citationHuckle T, Mummert K, Lyons A, McCreanor T, McLellan G, Moewaka Barnes H. (2024). New immersive alcohol marketing and commerce in metaverse environments.. Drug Alcohol Rev. Early View.
dc.identifier.doi10.1111/dar.13967
dc.identifier.eissn1465-3362
dc.identifier.elements-typejournal-article
dc.identifier.issn0959-5236
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/71998
dc.languageeng
dc.publisherJohn Wiley and Sons Australia, Ltd on behalf of Australasian Professional Society on Alcohol and other Drugs
dc.publisher.urihttps://onlinelibrary.wiley.com/doi/10.1111/dar.13967
dc.relation.isPartOfDrug Alcohol Rev
dc.rights(c) 2024 The Author/s
dc.rightsCC BY-NC-ND 4.0
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectalcohol drinking
dc.subjectmarketing
dc.subjectvirtual reality
dc.titleNew immersive alcohol marketing and commerce in metaverse environments
dc.typeJournal article
pubs.elements-id492167
pubs.organisational-groupOther
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