Communication & Sport, Год журнала: 2025, Номер unknown
Опубликована: Март 3, 2025
With the rapid development of Metaverse technology, sports industry has gradually integrated it to enhance event experiences and fan engagement. This study aims explore impact characteristics in events on immersion, satisfaction, team attitude. used questionnaire survey, collecting data from 1208 participants MZ generation (age 18–42) who had experience Korea, including Koreans foreigners studying working Korea. The SEM analysis results revealed that relational transcendence a significant positive effect while cognitive image significantly influenced spatial immersion. Spatial immersion personal also satisfaction. Further showed both satisfaction effects Additionally, low-engagement consumers showing stronger perceptions immersive consumer foster more attitude toward team. Future marketing strategies should consider integration virtual real experiences, providing deeply interactive personalized for with varying levels
Язык: Английский
Процитировано
0The brand-consumer metaverse exchange framework. A dynamic understanding of the metaverse experience through self-concept, experience and engagement
Journal of Strategic Marketing, Год журнала: 2025, Номер unknown, С. 1 - 33
Опубликована: Март 20, 2025
Язык: Английский
Процитировано
0Toward
International Journal of Consumer Studies, Год журнала: 2025, Номер 49(2)
Опубликована: Март 1, 2025
ABSTRACT This study explores direct‐to‐avatar (D2A) strategies—where brands engage directly with consumer avatars in virtual environments—in the luxury fashion retail sector, focusing on enhancing customer engagement and creating a seamless phygital (physical + digital) experience through immersion. Situated at crossroads of physical digital realms, this research assesses how immersive experiences contribute to perceived seamlessness within D2A direct‐to‐consumer (D2C) frameworks. Employing mixed‐method approach, including qualitative interviews brand managers three experimental design studies, paper addresses relatively underexplored effects marketing. Our findings reveal that immersion significantly boosts perceptions channel engagement, empowerment playing key amplifying role seamlessness–engagement relationship. enriches marketing strategies by highlighting pivotal crafting engaging unified experiences, offering practical insights thrive landscape.
Язык: Английский
Процитировано
0Digital daydreams: Exploring consumer motivations for engaging with the metaverse
Journal of Retailing and Consumer Services, Год журнала: 2025, Номер 85, С. 104294 - 104294
Опубликована: Март 26, 2025
Язык: Английский
Процитировано
0Towards an Aporia? Empirical evidence on the relationship between consumer behaviour and metaverse-based virtual stores
Sustainable Horizons, Год журнала: 2025, Номер 14, С. 100140 - 100140
Опубликована: Апрель 1, 2025
Язык: Английский
Процитировано
0Virtual reality, authentic motivations: a classification of metaverse users based on VR/XR headset experience
Electronic Commerce Research, Год журнала: 2025, Номер unknown
Опубликована: Апрель 9, 2025
Язык: Английский
Процитировано
0The synergy of immersive experiences in tourism marketing: Unveiling insightful components in the ‘Metaverse’
Journal of Destination Marketing & Management, Год журнала: 2025, Номер 37, С. 101019 - 101019
Опубликована: Апрель 12, 2025
Язык: Английский
Процитировано
0How Will Metaverse Technologies Affect the PR Profession? Expected Futuristic Practices Based on the Vision of a Sample of PR Practitioners
Studies in systems, decision and control, Год журнала: 2025, Номер unknown, С. 321 - 332
Опубликована: Янв. 1, 2025
Язык: Английский
Процитировано
0Exploring the effect of telepresence and escapism on consumer post-purchase intention in an immersive virtual reality environment
Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 81, С. 104014 - 104014
Опубликована: Авг. 1, 2024
Язык: Английский
Процитировано
3Metaverse consumer behavior: Investigating factors driving consumer participation in the transitory metaverse, avatar personalization, and digital fashion adoption
Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 82, С. 104094 - 104094
Опубликована: Сен. 26, 2024
Язык: Английский
Процитировано
3