Driving Force Behind Consumer Brand Engagement: The Metaverse

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Author(s): Garima Mittal (Maharshi Dayanand University, India)and Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India)
Copyright: 2023
Pages: 18
Source title: Cultural Marketing and Metaverse for Consumer Engagement
Source Author(s)/Editor(s): Amandeep Singh (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), Amrinder Singh (Jain University, India), Murat Unanoglu (İstanbul Aydin University, Turkey)and Sanjay Taneja (Uşak University, Turkey)
DOI: 10.4018/978-1-6684-8312-1.ch012

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

All virtual worlds have been combined to create the metaverse, a collective, persistent, and interactive parallel reality that people may easily navigate. Using their digital avatars, people can enter the metaverse and explore the virtual world in augmented reality, virtual reality, and mixed reality. The metaverse can be thought of as a parallel universe where people can interact, work, and play. However, the metaverse is not only a virtual representation of the global internet; rather, it completely replaces the existing Internet and enables users to inhabit it. Consumers' brand choice patterns are changing, as customers are now more inclined to use the metaverse to experience a product virtually. This chapter conceptualizes the interactivity, novelty, and vividness as the antecedents of a brand's gamification marketing activities in the metaverse that influence consumers' affective brand engagement. This study is based on secondary sources which were from journals, websites, books, reports etc.

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