Customer engagement through metaverse-empowered retail channels: role of personalization DOI
Reeti Agarwal, Saeed Badghish, Muhammad Zafar Yaqub

и другие.

International Journal of Retail & Distribution Management, Год журнала: 2025, Номер unknown

Опубликована: Март 2, 2025

Purpose With technological progress, retail companies must understand how to make virtual channels and environments more interactive enhance user engagement. In this study, we apply the stimulus-organism-response (SOR) paradigm Customer Engagement Theory investigate impact of various types customer engagement on connection amid interactivity continuous metaverse-empowered marketing channel usage. Design/methodology/approach The analysis was conducted using PLS-SEM data collected via a representative sampling approach from 300 respondents prolific online (the UK fed as country with sample representing people AR/VR gear). Findings It has been found that cognitive, emotional social positively significantly mediates relation between variables studied. Personalization had negative moderating influence association cognitive use. Originality/value Besides extending existing research in area channels, study’s findings provide important guidelines for effectively.

Язык: Английский

Customer engagement through metaverse-empowered retail channels: role of personalization DOI
Reeti Agarwal, Saeed Badghish, Muhammad Zafar Yaqub

и другие.

International Journal of Retail & Distribution Management, Год журнала: 2025, Номер unknown

Опубликована: Март 2, 2025

Purpose With technological progress, retail companies must understand how to make virtual channels and environments more interactive enhance user engagement. In this study, we apply the stimulus-organism-response (SOR) paradigm Customer Engagement Theory investigate impact of various types customer engagement on connection amid interactivity continuous metaverse-empowered marketing channel usage. Design/methodology/approach The analysis was conducted using PLS-SEM data collected via a representative sampling approach from 300 respondents prolific online (the UK fed as country with sample representing people AR/VR gear). Findings It has been found that cognitive, emotional social positively significantly mediates relation between variables studied. Personalization had negative moderating influence association cognitive use. Originality/value Besides extending existing research in area channels, study’s findings provide important guidelines for effectively.

Язык: Английский

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