Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences

Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid experience for the users. This paper aims to establish the role of a “gamification of marketing activities” and its influence on consumer‐based brand equity for intangible products (NFTs) in the Metaverse and examine the mediating role of consumers' brand engagement and brand love. To evaluate the conceptual model based on the cross‐cultural data from two emerging countries in Asia and Africa, the study followed a two‐stage, hybrid mechanism using PLS‐SEM and neural network modeling. This study provides insights into the Metaverse–a new taxonomy of technology, in the context of embodiment, presence of AVATAR, and interactivity in the virtual world, supported by the social exchange theory. This study also suggests practitioners focus on brand authenticity while projecting their brand in the Metaverse.

Section: Theoretical Contributionmentioning

confidence: 98%

Section: Brand Lovementioning

confidence: 99%

Section: Gamification Marketing Activities and Consumer-based Brand E...mentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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et al. 2023

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Consumers' adoption intention to Metaverse applications: An exploration through fsQCA approach

Yuan,

Shah,

2024

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