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

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.

Humanizing Metaverse: Psychological involvement and masstige value in retail versus tourism platforms

“…Intriguingly, when masstige value was explored in the real‐world simulated Metaverse context, self‐enhanced representations and promotion‐focused message framing led to greater Metaverse psychological involvement applied both to the Gucci Vault Plaza and Baidu Xi Rang contexts. This altered the assumptions that were commonly believed that self‐verification processes extend to the collective level of self‐definitions, thus better positioning individuals for being true to themselves (Arya et al, 2023). The mediating effect of masstige value provides perspective‐changing reasons for the necessary need to utilize self‐enhancement both at retail and tourism Metaverse platforms.…”

“…It is driven by the perceptions and attitudes of the self‐regulation influence in evaluating virtual interactions when affected by tourism Metaverse setting that could also influence the emotions in self‐regulation in escapism. As the escape theory suggests escapism in tourism refers to a need for people inclined to leave the real world in which they live, both cognitively and emotionally (Arya et al, 2023). Therefore, it is applicable to say that self‐indulgent escapism advocates that people engage in tourism Metaverse can be explored in a way that justifies mental and psychological authenticity, leading customers to pursue being “real” to themselves and concerns the environmental surroundings (Kwang & Swann Jr, 2010).…”

“…Rang contexts. This altered the assumptions that were commonly believed that self-verification processes extend to the collective level of self-definitions, thus better positioning individuals for being true to themselves (Arya et al, 2023). The mediating effect of masstige value provides perspective-changing reasons for the necessary need to utilize self-enhancement both at retail and tourism Metaverse platforms.…”

“…by tourism Metaverse setting that could also influence the emotions in self-regulation in escapism. As the escape theory suggests escapism in tourism refers to a need for people inclined to leave the real world in which they live, both cognitively and emotionally (Arya et al, 2023).…”

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

“…Previous studies (Riva et al ., 2024; Arya et al ., 2023; Schembri and Latimer, 2016) on virtual communities within the metaverse have shown that engagement in brand communities increases market penetration, word-of-mouth, CI, brand loyalty building and product interest. In the metaverse, brands are perceived as interpersonal phenomena that metaverse communities can experience, shape and change (Wongkitrungrueng and Suprawan, 2023).…”