Metaverse interactive engagement: designing positive and immersive brand experiences

Abstract

The metaverse has the potential to extend and change the way brands interact with their customers in the interconnected space through digital technology that breaks the boundaries between virtual and real worlds. Many brands have been joining in this potential trend by launching Metaverse promotion programs, releasing signature NFTs, or allowing cryptocurrencies for payments. However, previous research lacks the effectiveness measurement on how brands apply metaverse in creating a creative, unique and logical experience. Thus, taking an integrated marketing perspective, this research examines a broad range of influencing factors, which customises an exclusive experience, and affect customer engagement. By conducting an in-depth 1-on-1 interview with 4 young people and a survey with 323 valid respondents, we demonstrate that the technological constructs, such as metaverse brand promotion, user avatar, NFT, streamlined payments, and 3D virtual world, enhance the creative experience, unique experience and Blockchain effective experience, which is pivotal in improving customer engagement. Our findings can be utilised in configuring new ways and channels to generate and disseminate brand related communications and marketing content. Subsequently, we identify gaps and limitations in existing research and give suggestions in which future research would be able to contribute.