Communication Skills and Their Relationship with Promotional Content Creation in the Metaverse within Emirati Institutions

Document Type : Original Article

Authors

1 PhD researcher at the Faculty of Mass Communication, Cairo University, Department of Public Relations and Advertising

2 Assistant Professor, Department of Public relation and advertising and the supervisor on the researcher

Abstract

This study explores the relationship between the communication skills of content creators and the creation of promotional content in the metaverse, focusing on Emirati institutions. In light of the global digital transformation following the adoption of metaverse technologies, there is a growing need for new skills that enable content creators to effectively engage with virtual audiences. The study aims to identify these key skills and highlight the challenges facing promotional content production within this three-dimensional virtual space, using the Technology Acceptance Model (TAM) as its theoretical framework.
A field survey was conducted with 400 Emirati users of metaverse platforms, revealing a strong correlation between the skills of communication professionals and the quality and diversity of promotional content, which in turn enhances audience interaction and attraction. The findings also indicate varied usage patterns, with most users engaging with the platforms intermittently, though there is a strong intention to continue using them in the future. The results emphasize the need to simplify metaverse tools, expand training programs to enhance digital skills, and develop virtual work environments that meet the specific needs of Emirati users.

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