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Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world

Vikas Arya Orcid Logo, Rachita Sambyal, Anshuman Sharma, Yogesh Dwivedi Orcid Logo

Journal of Consumer Behaviour, Volume: 23, Issue: 2, Pages: 556 - 585

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1002/cb.2214

Abstract

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 infl...

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Published in: Journal of Consumer Behaviour
ISSN: 1472-0817 1479-1838
Published: Wiley 2024
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URI: https://cronfa.swan.ac.uk/Record/cronfa63695
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Abstract: 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.
Keywords: Metaverse, virtual world, AVATAR, consumers, marketing activities
College: Faculty of Humanities and Social Sciences
Funders: Swansea University
Issue: 2
Start Page: 556
End Page: 585

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