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

被引:96
作者
Arya, Vikas [1 ]
Sambyal, Rachita [2 ]
Sharma, Anshuman [3 ]
Dwivedi, Yogesh K. [4 ,5 ,6 ]
机构
[1] Int Univ Rabat, Rabat Business Sch, Rabat, Morocco
[2] Panjab Univ, Univ Inst Appl Management Sci UIAMS, IT & Telecom, Chandigarh, India
[3] Ajman Univ, Coll Business Adm, Dept Mkt, Ajman, U Arab Emirates
[4] Swansea Univ, Digital Futures Sustainable Business & Soc Res Grp, Sch Management, Swansea, Wales
[5] Deemed Univ, Symbiosis Inst Business Management Pune & Symbiosi, Dept Management, Pune, India
[6] Swansea Univ, Digital Futures Sustainable Business & Soc Res Grp, Sch Management, Bay Campus, Swansea SA1 8EN, Wales
关键词
SOCIAL MEDIA; ENGAGEMENT; ANTECEDENTS; AUTHENTICITY; IMPACT; LOVE; RESISTANCE; OUTCOMES; INFORMATION; TECHNOLOGY;
D O I
10.1002/cb.2214
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:556 / 585
页数:30
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