# Experiential determinants of metaverse advertising effectiveness: an avatar parasocial relationship perspective

**Type:** Papers  
**Canonical URL:** https://scholariq.org/papers/experiential-determinants-of-metaverse-advertising-effectiveness-an-avatar/

## Facts

| Field | Value |
| --- | --- |
| Author Names | Heejun Lee |
| Citations | 2 |
| DOI | 10.1108/apjml-05-2025-0995 |
| Fields | Arts and Humanities,Business, Management and Accounting,Computer Science |
| Open Access | false |
| OA Status | closed |
| OpenAlex ID | https://openalex.org/W7118446041 |
| Type | article |
| Year | 2026 |

## Paper authors

- [Heejun Lee](https://scholariq.org/researchers/heejun-lee/)

## Paper primary topic

- [Virtual Reality Applications and Impacts](https://scholariq.org/topics/virtual-reality-applications-and-impacts/)

## Paper topics

- [Virtual Reality Applications and Impacts](https://scholariq.org/topics/virtual-reality-applications-and-impacts/)
- [Media Influence and Health](https://scholariq.org/topics/media-influence-and-health/)
- [Consumer Behavior in Brand Consumption and Identification](https://scholariq.org/topics/consumer-behavior-in-brand-consumption-and-identification/)

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Source: ScholarIQ — public research metadata, principally OpenAlex. See https://scholariq.org/sources/ for provenance and https://scholariq.org/methodology/ for what these figures mean.