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Fostering Brand Awareness and Customer Loyalty With Gamification in the Metaverse
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Author(s): Sarika Koluguri (KG Reddy College of Engineering and Technology, Moinabad, India)and Keshav Sudam (Indis Vivacity Kondapur, Hyderabad, India)
Copyright: 2025
Pages: 16
Source title:
Addressing Practical Problems Through the Metaverse and Game-Inspired Mechanics
Source Author(s)/Editor(s): Garima Malik (Birla Institute of Management Technology, India), Dharmendra Singh (Modern College of Business and Science, Oman)and Rohit Bansal (Rajiv Gandhi Institute of Petroleum Technology, India)
DOI: 10.4018/979-8-3693-8886-0.ch007
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Abstract
This chapter discusses the aspects of applying gamification for branding within the metaverse, to address the issue of consumer interactions in the context of growing competition in the digital environment. In view of this the study uses a qualitative approach with an evaluative design that draws from various case examples of brands that have successfully incorporated gamification into their communication strategies as well as specific indicators of user engagement as well as brand loyalty. Some of the findings include; Brand engagement and attachment is enhanced through the incorporation of game elements such as; immersive experience, user generated content and reward screen. Furthermore, the research demonstrates that feedback and interaction with the unique user profile are essential for its further engagement. Lastly, this chapter established that the use of gamification in marketing within metaverse goes beyond mere product visibility since it guides in the formation of a long-term relationship with consumers through the provision of fun-related activities.
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