Do Non-fungible Tokens Create Long-Term Value for Luxury Brands? The Effect of NFT Promotions on Customer Equity

Computers in Human Behavior, Год журнала: 2024, Номер 159, С. 108347 - 108347

Опубликована: Окт. 1, 2024

Язык: Английский

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Generation Z’s intention to use digital fashion items in the Metaverse

Journal of Consumer Marketing, Год журнала: 2024, Номер 41(6), С. 674 - 689

Опубликована: Авг. 26, 2024

Purpose Fashion companies have been among the first to ride new trend and develop projects for Metaverse, considering Generation Z (Gen Z) as a relevant target. The paper aims investigate Gen consumers’ intention use digital fashion items in Metaverse. Design/methodology/approach study relies on technology acceptance model (TAM). authors include specific aspects of Metaverse: user-avatar identification development an alternative identity; innovativeness is discussed moderator variable. tested consumers, with 329 survey responses collected 2022 analyzed using structural equation modeling (SEM). Findings shows that two external explanatory variables added, i.e. identity, positively directly impact individual attitude Moreover, according proposed research model, moderating effect concerning has positive negative consequences. Originality/value Using TAM, explored perceptions (perceived usefulness ease use), attitudes intentions regarding context (digital Metaverse). This enriched TAM consumer marketing constructs (user-avatar identity) their relationships also contributed by exploring relevance effects novel contributes academic debate focusing personal sphere moving Metaverse environment. marketing-focused develops consumers provide insights possible opportunities marketers

Язык: Английский

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Smart Textile as Advanced Human Digital Interface in Metaverse

Опубликована: Янв. 1, 2025

Язык: Английский

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Smart textile as advanced human digital interface in metaverse

The Design Journal, Год журнала: 2025, Номер unknown, С. 1 - 27

Опубликована: Янв. 16, 2025

It is important to recognize that, while digitization has made significant advancements, it largely overlooked everyday clothing, which remains a vital aspect of our lives. This gap can be attributed the noticeable lag in textile industry compared microelectronics sector. concept review emphasizes significance creating smart clothing that features digital interface and explores its potential benefits within metaverse. Our idea focuses on enhancing such garments implement human twin concept, we believe, could enable an evolution innate abilities realm. To achieve this, have identified essential requirements for smooth integration into metaverse elaborated these needs. Nonetheless, despite anticipated benefits, proposed model faces several challenges, been outlined, including issues related energy consumption, production methods, safety standards, sustainability considerations.

Язык: Английский

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Awe experience of leisure activity in the metaverse: perceived value, satisfaction and intention

World Leisure Journal, Год журнала: 2025, Номер unknown, С. 1 - 22

Опубликована: Фев. 7, 2025

Язык: Английский

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The impact of immersive and flow experiences on consumer participation in hyper‐connected shopping platforms: A metaverse perspective

Journal of Consumer Behaviour, Год журнала: 2024, Номер 23(6), С. 2826 - 2845

Опубликована: Июль 13, 2024

Abstract Consumers find it increasingly compelling to immerse themselves in the metaverse, a trend that will likely continue. Although metaverse has retailing potential, understanding empirically its effects on consumer behavior is still underexplored. Our study investigating interactions this hyper‐connected shopping environment uses scenario‐based data from 262 consumers and multimethod quantitative approach examine integrative behavioral model, revealing perceptions of affordances, their impact self‐efficacy, role trust, immersion, flow experiences participation platforms. Perceived enjoyment emerges as critical driver participation. This provides convincing empirical evidence drivers specific experiences, going beyond current context, mainly at conceptual level. The findings provide actionable insights for practitioners enhance engagement.

Язык: Английский

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AvatarTransferPro: A tool for automatic transfer of realistic personalized avatars in networked social virtual reality

SoftwareX, Год журнала: 2024, Номер 27, С. 101873 - 101873

Опубликована: Сен. 1, 2024

Язык: Английский

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Metaverse: an Educational Tool in Business Science Programs

Revista de Gestão Social e Ambiental, Год журнала: 2024, Номер 18(10), С. e09045 - e09045

Опубликована: Сен. 26, 2024

Objective: This study aims to explore the perception and experience of Metaverse in educational context Business Sciences, identifying opportunities challenges its integration. Theoretical Framework: Key concepts about application education are presented, highlighting potential enhance accessibility, interactivity, collaboration learning. Method: A qualitative methodology is employed, including Likert surveys, semi-structured interviews, focus groups with students, professors, graduates, entrepreneurs. Data were analyzed through content analysis categorized for interpretation. Results Discussion: The results show a mostly positive highlight ability generate dynamic experience, but such as accessibility user quality identified. These findings discussed relation theoretical framework, indicating implications areas improvement. Research Implications: Practical integrating into business discussed, emphasizing need training improvement technological infrastructure. importance designing innovative pedagogical strategies fully leverage learning emphasized. Originality/Value: contributes literature by exploring specific context. Additionally, it underscores address technical logistical ensure successful integration provides recommendations enhancing experience.

Язык: Английский

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Metaverse as a means for branding: a new approach to communication aesthetics

Communicology, Год журнала: 2024, Номер 12(2), С. 44 - 56

Опубликована: Июнь 27, 2024

Digital technologies are changing the landscape of brands communication with consumers. The relevance studying metaverses as a means is determined by growing popularity this digital media. object study article metaverse, an important component which new aesthetics in formation dialogue between brand and consumer. subject forms methods aesthetic communication. purpose to identify possible formats for interaction that demonstrate unlimited possibilities aesthetics. theoretical aspects research represented entry into metaverses. To analyze empirical base, author relies on methodology identifies different through author’s was carried out basis Medialogy media monitoring system represents data two years: 60 campaigns reflected 12,459 texts mass social typological segments. Despite lack character promotion such projects, believes there enormous potential format metaverses: number growing, they leave ‘digital trace’, but do not always fit professional competitions or fall focus attention. dwells detail analysis case winner “The Newsbreak – 2022” competition (Russia) random Samsung brand, close concept winner, did participate competition. demonstrates its coverage results show brands’ interest will grow it allows them reveal create type immersive relationship audiences.

Язык: Английский

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Smiling vs. Crying Sales Avatar in the Metaverse: The Role of Subcultural Appeal

Опубликована: Янв. 1, 2024

Язык: Английский

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