New immersive alcohol marketing and commerce in metaverse environments.

ABSTRACT:

Introduction

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 mar

SUBMITTER: Huckle T 

PROVIDER: S-EPMC11743068 | biostudies-literature | 2025 Jan

REPOSITORIES: biostudies-literature