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

Journal of Consumer Behaviour, Год журнала: 2023, Номер 23(2), С. 556 - 585

Опубликована: Июль 24, 2023

Abstract Brands are moving towards the Metaverse (3D immersive virtual spaces), where growth of intangible products and nonfungible tokens (NFTs) evolving into a new type hybrid experience for users. This paper aims to establish role “gamification marketing activities” its influence on consumer‐based brand equity in examine mediating consumers' engagement love. To evaluate conceptual model based cross‐cultural data from two emerging countries Asia Africa, study followed two‐stage, mechanism using PLS‐SEM neural network modeling. provides insights Metaverse–a taxonomy technology, context embodiment, presence AVATAR, interactivity world, supported by social exchange theory. also suggests practitioners focus authenticity while projecting their Metaverse.

Язык: Английский

---

What is novel about the Metaverse?

International Journal of Information Management, Год журнала: 2023, Номер 73, С. 102684 - 102684

Опубликована: Июль 17, 2023

The Metaverse is not a radical departure. It an incremental evolution. Previous virtual worlds, like Second Life, have laid the groundwork for development of by providing valuable insights into environments and social interactions. Studies these earlier platforms contribute to more nuanced understanding what is, it not. Based on studies worlds applying inductive processes reflection abstraction, we propose framework that supports identification attributes help differentiate from previous user experience perspective. We demonstrate value comparing Life. Our comparative analysis ground current discussions about deeper in established discourse worlds. They also shed light potential impact Metaverse, special role its immersiveness us identify lessons learned can inform Metaverse's further development.

Язык: Английский

---

Investigating metaverse marketing-enabled consumers’ social presence, attachment, engagement and (re)visit intentions

Journal of Retailing and Consumer Services, Год журнала: 2023, Номер 77, С. 103671 - 103671

Опубликована: Дек. 27, 2023

Язык: Английский

---

Is it the end of the technology acceptance model in the era of generative artificial intelligence?

International Journal of Contemporary Hospitality Management, Год журнала: 2024, Номер 36(10), С. 3324 - 3339

Опубликована: Янв. 17, 2024

Purpose The technology acceptance model (TAM) is a widely used framework explaining why users accept new technologies. Still, its relevance questioned because of evolving consumer behavior, demographics and technology. Contrary to research paper or systematic literature review, the purpose this critical reflection discuss TAM's limitations in hospitality tourism research. Design/methodology/approach This uses reflective approach, enabling comprehensive review synthesis recent academic on TAM. evaluation encompasses historical trajectory, evolutionary growth, identified and, more specifically, context Findings within revolve around individual-centric perspective, limited scope, static nature, cultural applicability reliance self-reported measures. Research limitations/implications To optimize efficacy, authors propose several strategic recommendations. These include embedding TAM specific industry, delving into TAM-driven artificial intelligence adoption, integrating industry-specific factors, acknowledging nuances using methods, such as mixed methods approach. It imperative for researchers critically assess suitability their studies be open exploring alternative models that can adeptly navigate distinctive dynamics industry. Originality/value prompts profound exploration adoption dynamic sector, makes insightful inquiries future potential presents

Язык: Английский

---

With enterprise metaverse comes great possibilities! Understanding metaverse usage intention from an employee perspective

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 78, С. 103767 - 103767

Опубликована: Фев. 15, 2024

Язык: Английский

---

AI avatars and co-creation in the metaverse

Consumer Behavior in Tourism and Hospitality, Год журнала: 2025, Номер unknown

Опубликована: Янв. 9, 2025

Purpose While the fields of artificial intelligence (AI) and avatars are growing at a very fast pace, studies still scarce. This study aims to fill gap in literature relating implications highly realistic as well consequences AI-led co-creation on hospitality services Metaverse. Design/methodology/approach The authors adopted an exploratory qualitative methodology role AI Metaverse within context. involved interviews with both elite figures consumers primary data also incorporated secondary sourced from comments YouTube video related avatars. Findings Based triangulation, extracted themes dealt four key areas: (1) avatars’ relational encounters hospitality, (2) realism, (3) self-representation self-perception skewness (4) co-creation. findings show that while realism would increase authenticity virtual social connections, engagement monetization, issue self-misrepresentation will diminish effect encounters. That be led digitally cocreate reviews recommendations further accentuates findings. Originality/value research advances field by addressing avatar It explores nuanced ways can enhance simultaneously posing challenges trust. provides foundation for exploration AI’s transformative potential contexts.

Язык: Английский

---

Demystifying the Dimensions and Roles of Metaverse Gaming Experience Value: A Multi-Study Investigation

Journal of Management Information Systems, Год журнала: 2025, Номер 42(1), С. 39 - 69

Опубликована: Янв. 2, 2025

Язык: Английский

---

Consumer behavior in the metaverse

Journal of Consumer Behaviour, Год журнала: 2023, Номер 23(4), С. 1720 - 1738

Опубликована: Дек. 28, 2023

Abstract The rising interest in the marketing potential of metaverse and its influence on consumer behavior is undeniable. Experts field have identified gaps understanding highlighted need further research domain. This study addresses this void by focusing Gen Z their interactions within metaverse. Gathering qualitative data through semi‐structured interviews with 63 participants, employs a deductive thematic analysis, using Engel‐Kollat‐Blackwell (EKB) model as theoretical framework. findings align stages EKB model– awareness, information search, engagement, post‐engagement evaluation. We find that despite facing initial challenges, participants display eagerness to access actively seek engagement opportunities, even encouraging others join. provides empirical insights into challenges opportunities exist for consumers brands Further, it also enhances our immersive time elucidates digital technologies. Finally, offers practical implications managers, tech developers, policymakers looking enhance involvement

Язык: Английский

---

The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment

Annals of Operations Research, Год журнала: 2023, Номер 342(1), С. 5 - 46

Опубликована: Сен. 27, 2023

Язык: Английский

---

MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse

International Journal of Contemporary Hospitality Management, Год журнала: 2023, Номер 36(6), С. 2144 - 2163

Опубликована: Сен. 15, 2023

Purpose Based on the key dimensions of Metaverse environment (immersiveness, fidelity and sociability), this paper aims to develop concept sensory word-of-mouth (WOM) in – metaWOM. It attempts upgrade Reviewchain model suggests utilization non-transferable tokens (NTTs) curbing explosion fake WOM. Design/methodology/approach Following Macinnis’ (2011) approach conceptual contributions, authors browsed currently available literature WOM, NTT portray emergence Findings By relying Metaverse’s three building blocks, map out persuasiveness metaWOM Metaverse-like environment. incorporating model, upgraded it provide a transparent, safe trusted review ecosystem. An array emerging research directions questions is presented. Research limitations/implications This comprehensively analyzes implications WOM debates technologies that can enhance persuasiveness. The proposed assist various stakeholders understanding complex nature virtual information-seeking giving. Originality/value original attempt delineate aspect based crucial aspects environment: immersiveness, sociability. extends discussion issue reviews offers viable suggestions curb ever-growing number fraudulent

Язык: Английский

---