Metaverse as a means for branding: a new approach to communication aesthetics

Abstract

Digital technologies are changing the landscape of brands communication with consumers. The relevance of studying metaverses as a means communication is determined by the growing popularity of this digital media. The object of study of this article is metaverse, an important component of which is the new aesthetics in the formation of a dialogue between the brand and the consumer. The subject is forms and methods of aesthetic communication. The purpose of the article is to identify possible formats for the interaction of brands with metaverses that demonstrate unlimited possibilities in new aesthetics. The theoretical aspects of the research are represented as the methods of entry into metaverses. To analyze the empirical base, the author relies on a methodology that identifies different aspects in the aesthetics of brand communication through metaverses. The author’s research was carried out on the basis of the Medialogy media monitoring system and represents the data for two years: 60 communication campaigns reflected in 12,459 media texts of mass media and social media of different typological segments. Despite the lack of mass character in the promotion of such projects, the author believes that there is enormous potential in the format of interaction between brands and metaverses: the number of such campaigns is growing, they leave a ‘digital trace’, but do not always fit into the format of professional competitions or fall into focus of media attention. The author dwells in detail on the analysis of the case of the winner of “The Newsbreak – 2022” competition (Russia) and a random case of the Samsung brand, which is close in concept to the winner, but did not participate in the competition. The author demonstrates its potential for media coverage and social media. The results of the study show that brands’ interest in metaverses as a means for promotion will grow as it allows them to reveal brand aesthetics and create a new type of immersive relationship with audiences.