Understanding user acceptance and engagement in the Metaverse: A Dual experimental approach to advertising strategy

As interest in the metaverse continues to decline, many platforms are struggling to maintain user engagement. In response, this study investigates how tailored advertising messages and platform format affect user responses in metaverse environments. Study 1 tested user reactions to three advertising appeals—cost, functional, and content benefits—revealing gender and age-based differences. Male users preferred cost-focused ads, while female users responded more to content-based appeals. Users in their 30s and 40s were more responsive overall, especially to functional value messages. Study 2 applied the Technology Acceptance Model (TAM) to compare user perceptions between two-dimensional and three-dimensional platforms. While perceived usefulness and attitude influenced behavioral intention in both formats, enjoyment played a significantly stronger role in 3D environments. Hypotheses related to ease of use were not supported, likely due to the digital fluency of the university student sample. These findings contribute to the literature by identifying user-specific advertising responses and emphasizing enjoyment as a key driver in immersive environments. The results offer practical insights for companies aiming to enhance metaverse engagement through strategic message design and platform selection.