LET'S CONNECT IN METAVERSE. BRAND'S NEW DESTINATION TO INCREASE CONSUMERS' AFFECTIVE BRAND ENGAGEMENT & THEIR SATISFACTION AND ADVOCACY
Yousra Bousba, Vikas Arya
Abstract
The bands are experiencing a change in the consumers' brand preferences pattern, where consumers are more prone to experience the product virtually using Metaverse. This descriptive study examined the antecedents (novelty, Interactivity, Vividness) of a brand's gamification marketing activities in the Metaverse and the impact on consumers' affective brand engagement. Also, this study explored the consumers' anticipated satisfaction and brand advocacy in the Metaverse. The conceptual model was analysed using SMART-PLS. The collected from more 9 countries were used to do the descriptive analysis. The finding suggests that brands can have more consumers' effective brand engagement and increase their virtual brand experience if they use gamification-based marketing activities in Metaverse.