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Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform

Ruchi Payal, Nitika Sharma, Yogesh Dwivedi Orcid Logo

Electronic Commerce Research and Applications, Volume: 65, Start page: 101381

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1016/j.elerap.2024.101381

Abstract

We propose metaverse as a medium for customer brand active engagement and for stimulating the purchase intentions towards a brand in real world. The participants recruited for the study were Gen Z respondents who are the main adopters of metaverse. ‘Nikeland’ in Roblox (one of the successful early v...

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Published in: Electronic Commerce Research and Applications
ISSN: 1567-4223
Published: Elsevier BV 2024
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URI: https://cronfa.swan.ac.uk/Record/cronfa65849
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Abstract: We propose metaverse as a medium for customer brand active engagement and for stimulating the purchase intentions towards a brand in real world. The participants recruited for the study were Gen Z respondents who are the main adopters of metaverse. ‘Nikeland’ in Roblox (one of the successful early versions of metaverse) was chosen as the experiential space for the participants. The results indicated that the new age consumers are looking forward to metaverse as futuristic technology platform and reported that interactivity (user active control, two-way communication, synchronicity) in the metaverse world positively impacts the consumers’ experience of brand trust, brand knowledge and brand attachment which in turn impact the brand active engagement leading to ‘consumer purchase intention of the product experienced in metaverse’ in the real world. The marketers and advertisers can engage customers in metaverse through initiatives like Digital bill boards, NFTs, virtual events, virtual tours, virtual avatars and virtual stores.
Keywords: Metaverse; Brand Active Engagement; Metaverse Interactivity; Purchase intention
College: Faculty of Humanities and Social Sciences
Funders: Swansea University
Start Page: 101381

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