• Jens Nguyen
With the emergence of the metaverse and virtual reality (VR) as mirrors to a possible future dominated by spatial technology, the concept has been met with both ambivalence and doubt. However, as VR evolves and makes rapid advancements, what will it take to con-vince people that it could be a force for good? This paper examines how the value of radical VR solution can be expressed to markets that are either unfamiliar or resistant to the new technology. Based on the expressions of diffusion theory by Everett M. Rogers, a semi-structured interview was conducted with the CMO of the virtual reality company SynergyXR to gather industry insights about the challenges of marketing radical VR technology. These insights were subsequently compared to the thematic analysis of Facebook’s rebranding to Meta and the mass media response that followed its public claim to the metaverse. The analysis showed a correlation between Meta’s bold marketing and the resistance to the metaverse felt by VR marketers and the mass media alike. This study concludes that VR so-lutions should be marketed with their tangible value proposition front and centre in favour of visionary storytelling. As such, it advances our understanding of VR adoption as tackled through the lens of mass communication. Suggestions for further research are discussed.
Publication date2 Jan 2023
Number of pages79
ID: 508120682