Relationship cultivation strategies in the metaverse

This study uses the organization-public relationship approach to investigate the relationship cultivation strategies employed by an organization within the metaverse. This study also explores the highly immersive nature of metaverses, investigating both system and narrative immersion features. A content analysis of 101 existing metaverses reveals that networking (99%), positivity (98%), and assurance (76%) are most frequently used strategies by organizations, highlighting the unique affordances of the metaverse, such as embodiment, interactivity, and navigability. The findings suggest that organizations leverage the immersive properties of the metaverse to establish and cultivate relationships with their publics effectively. Furthermore, the majority of metaverse spaces exhibit medium to high levels of system immersion, while only a few incorporate clear narrative immersion features. These findings have implications for organizations seeking to engage with their audiences in immersive virtual environments.

Automated summary

This study examines the relationship cultivation strategies used by organizations in the metaverse using the organization-public relationship approach. It also explores the immersive features of metaverses, both in terms of system and narrative immersion. Through a content analysis of 101 existing metaverses, the study finds that networking, positivity, and assurance are the most commonly used strategies, highlighting the unique advantages of the metaverse. The findings suggest that organizations effectively leverage the immersive properties of the metaverse to establish and cultivate relationships with their publics.