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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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first_indexed 2024-03-15T19:38:19Z
last_indexed 2024-03-15T19:38:19Z
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spelling v2 65849 2024-03-15 Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2024-03-15 BBU 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. Journal Article Electronic Commerce Research and Applications 65 101381 Elsevier BV 1567-4223 Metaverse; Brand Active Engagement; Metaverse Interactivity; Purchase intention 1 5 2024 2024-05-01 10.1016/j.elerap.2024.101381 COLLEGE NANME Business COLLEGE CODE BBU Swansea University SU Library paid the OA fee (TA Institutional Deal) Swansea University 2024-04-18T14:16:09.2181953 2024-03-15T19:35:35.3547658 Faculty of Humanities and Social Sciences School of Management - Business Management Ruchi Payal 1 Nitika Sharma 2 Yogesh Dwivedi 0000-0002-5547-9990 3 65849__30058__faad31afaad045bfbf96e2c327d64a64.pdf 65849.VoR.pdf 2024-04-18T14:06:09.1649314 Output 1071818 application/pdf Version of Record true © 2024 The Author(s). This is an open access article under the CC BY license. true eng http://creativecommons.org/licenses/by/4.0/
title Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform
spellingShingle Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform
Yogesh Dwivedi
title_short Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform
title_full Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform
title_fullStr Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform
title_full_unstemmed Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform
title_sort Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Ruchi Payal
Nitika Sharma
Yogesh Dwivedi
format Journal article
container_title Electronic Commerce Research and Applications
container_volume 65
container_start_page 101381
publishDate 2024
institution Swansea University
issn 1567-4223
doi_str_mv 10.1016/j.elerap.2024.101381
publisher Elsevier BV
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 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.
published_date 2024-05-01T14:16:06Z
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