How to compare VR-based branded experiences in the Metaverse with social media display ads based on emotional attachment in marketing?

As brands explore new ways of getting users to convert and buy their products, the metaverse presents a promising space for new marketing strategies beyond traditional social media display ads. This thesis aims to compare branded experiences in the metaverse with social media display ads in video format by analyzing emotional attachment through the framework of Thomson et al. (2005), which defines emotional attachment by three dimensions: affection, passion and connection. Through a qualitative method two participants were shown both a Hyundai social media ad and the Hyundai Mobility Adventure experience in Roblox via VR. The outcomes of the interviews have been analyzed in a detailed and structured manner. The findings suggest branded experiences to be fostering emotional attachment more than the social media display ads along with expanding the current knowledge about the differences between two digital marketing strategies. Moreover, suggestions for future research in the same field were made based on the analysis of the research instrument that was developed for the interviews.