The bold decision to go “all in”: Understanding the reasons behind consumers' willingness to migrate to the metaverse

This study explores how the scarcity of virtual products in virtual gaming spaces influences brand evaluation in the real world. While previous studies suggest that scarcity in virtual spaces can enhance brand value, the mechanisms and conditions under which this effect occurs (e.g., the characteristics of virtual spaces, consumer traits, and stimulus). Drawing on insights from scarcity research on physical products, we propose that the effects of scarcity may stem from the expectation of impression management. We developed a model that incorporates insights from physical product scarcity research with the unique aspects of virtual spaces and consumer characteristics. Through four studies, we discovered that the effect of supply scarcity in enhancing brand evaluation is pronounced when the space is online and when consumers have a high level of social presence. Furthermore, in cases where social presence is not high, encounters with others wearing scarce products were found to enhance the scarcity effect. Companies can enhance brand evaluation by strategically using virtual product scarcity in online gaming, particularly when targeting consumers with high social presence or creating opportunities for players to interact with others wearing scarce items.

Translating virtual product scarcity in gaming to real‐world brand value

Fukuda,

Nomura,

Akamatsu

2024

What Drives Consumers to Engage in Immersive Technologies? A Consumer Metaverse Engagement Motivation Model

Kalender,

Guzmán

2024

As an immersive technology, the metaverse is becoming a popular environment among brands and consumers. However, little is known about what drives consumers to engage in metaverse platforms. Previous research identifies different consumer motivations to engage in online platforms, but with its immersive, grift, and complex nature, the metaverse differs from other online environments. This exploratory research aims to understand consumer metaverse engagement motivations and proposes a consumer motivation model. The proposed model stems from three qualitative studies (in‐depth interviews, focus groups, and word association) and is tested and validated through two quantitative studies. Finally, the model provides specific foci for brands for metaverse investments for experientially, socially, and functionally motivated consumers.

Identification as a Sword in the War for Talent: Understanding Organizational Identification Through a Prospective Employee Lens

Hollstein,

Schade,

Kanitz

et al. 2024

In the intense “war for talent”, companies increasingly leverage employer branding. Previous research cites the relevance of identification for current employees (internal employer branding); our research instead addresses the relevance of identification for attracting prospective employees (external employer branding). Drawing on social identity and social comparison theory, we consider if and how prospective employees' sense of identification with the company brand, the work community, and the CEO as a human brand influences their intentions to apply. This study features a mixed‐method two‐study design. A qualitative study identifies both internal (team) and external (network) dimensions of identification with the work community. The quantitative study (including 507 job seekers) further suggests that identification with the work community exerts the strongest impact on intentions to apply. The effects of both identification with the work community and with the human brand on intentions to apply are mediated by identification with the company brand. Therefore, companies can enhance the effectiveness of their external employer branding by leveraging all three identification constructs.