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

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.

Automated summary

This study investigates the impact of gamification of marketing activities on consumer-based brand equity for intangible products (NFTs) in the Metaverse. It also examines the mediating role of consumers' brand engagement and brand love. The study uses cross-cultural data from two emerging countries and applies PLS-SEM and neural network modeling to evaluate the conceptual model. The findings provide insights into the Metaverse as a new taxonomy of technology, emphasizing embodiment, presence of AVATAR, and interactivity in the virtual world. The study also highlights the importance of brand authenticity when projecting brands in the Metaverse.