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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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first_indexed 2023-06-22T18:47:46Z
last_indexed 2023-06-22T18:47:46Z
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spelling v2 63695 2023-06-22 Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2023-06-22 BBU 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. Journal Article Journal of Consumer Behaviour 23 2 556 585 Wiley 1472-0817 1479-1838 Metaverse, virtual world, AVATAR, consumers, marketing activities 1 3 2024 2024-03-01 10.1002/cb.2214 COLLEGE NANME Business COLLEGE CODE BBU Swansea University SU Library paid the OA fee (TA Institutional Deal) Swansea University 2024-05-07T11:07:05.0603140 2023-06-22T19:45:44.0008079 Faculty of Humanities and Social Sciences School of Management - Business Management Vikas Arya 0000-0001-8025-1528 1 Rachita Sambyal 2 Anshuman Sharma 3 Yogesh Dwivedi 0000-0002-5547-9990 4 63695__28208__3e0dac08987a481282e6c83d0c6c30b4.pdf 63695.VOR.pdf 2023-07-28T12:36:41.4152873 Output 15757613 application/pdf Version of Record true © 2023 The Authors. Journal of Consumer Behaviour published by John Wiley & Sons Ltd. Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0). true eng https://creativecommons.org/licenses/by/4.0/
title Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world
spellingShingle Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world
Yogesh Dwivedi
title_short Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world
title_full Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world
title_fullStr Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world
title_full_unstemmed Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world
title_sort Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Vikas Arya
Rachita Sambyal
Anshuman Sharma
Yogesh Dwivedi
format Journal article
container_title Journal of Consumer Behaviour
container_volume 23
container_issue 2
container_start_page 556
publishDate 2024
institution Swansea University
issn 1472-0817
1479-1838
doi_str_mv 10.1002/cb.2214
publisher Wiley
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
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description 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.
published_date 2024-03-01T11:07:04Z
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score 11.012924

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