Investigating the Role of Metaverse Technology-Facilitated Online Advertising in Purchase Decision-Making

Metaverse technology has gained much attention during the past few years. Especially during and after the pandemic, relevant technology is considered to provide greater accessibility and real-time, face-to-face experiences. This research also focused on metaverse technology, specifically in online advertising, further facilitating customer purchase decision-making. The researchers selected a sample of n = 384 individuals and employed structural equation modeling for the analysis. Results revealed that metaverse technology significantly affects online advertising, indicating its wider adoption among retailers in the United Arab Emirates. Besides, online advertising accompanied by metaverse technology significantly affects virtual simulation and observability. Finally, virtual simulation and observability significantly influence purchase decision-making, providing customers with real-time, face-to-face, 3D experiences. Overall, the results indicated a significant role of metaverse technology in the Emirati consumer industry, facilitating the customers to make the most suitable decisions. Thus, it is concluded that technology entices customers who enjoy these exposures and make decisions, further stressing the role and importance of metaverse in the consumer sector and underlining its potential role for retailers looking to grow their sales and customer loyalty by embracing technology.