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Proposing a metaverse engagement model for brand development
16 references·3 citing·45 second hop
Proposing a metaverse engagement model for brand development (2024)Proposing a metaverse engagement model fo…Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation (2023)Shaping the Metaverse into Re…Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences (2023)Metaverse Meets Branding: Exa…Metaverse in marketing and logistics: the state of the art and the path forward (2023)Metaverse in marketing and lo…Metaverse as a disruptive technology revolutionising tourism management and marketing (2023)Metaverse as a disruptive tec…Fashion and the metaverse: Clarifying the domain and establishing a research agenda (2023)Fashion and the metaverse: Cl…Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses (2023)Does product involvement driv…Building brand engagement in metaverse commerce: The role of branded non-fungible tokens (BNFTs) (2023)Building brand engagement in …The Bifold Triadic Relationships Framework: A Theoretical Primer for Advertising Research in the Metaverse (2022)The Bifold Triadic Relationsh…Metaverse marketing: How the metaverse will shape the future of consumer research and practice (2022)Metaverse marketing: How the …Marketing in the Metaverse: Conceptual understanding, framework, and research agenda (2022)Marketing in the Metaverse: C…Immersive netnography: a novel method for service experience research in virtual reality, augmented reality and metaverse contexts (2022)Immersive netnography: a nove…Adventures in the metaverse (2022)Adventures in the metaverseAdvertising in the Metaverse: Research Agenda (2021)Advertising in the Metaverse:…Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets (2017)Enhancing the online decision…Branding as a dynamic capability (2016)Branding as a dynamic capabil…ACM transactions on multimedia computing, communications and applications (2013)ACM transactions on multimedi…Brand engagement in omnichannel banking services: a cross-cultural approximation (2025)Brand engagement in omnichann…Awe-inspired experience in the metaverse: A multi-study investigation (2025)Awe-inspired experience in th…Adverse impacts of metaverse-induced cognitive biases on the immersive shopping experience: A conceptual model developed from a qualitative approach (2025)Adverse impacts of metaverse-…A Paradigm for Developing Better Measures of Marketing Constructs (1979)Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology (1989)PLS-SEM: Indeed a Silver Bullet (2011)Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks (2018)Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective (2019)Shopping intention at AI-powered automated retail stores (AIPARS) (2020)Oracles on “Advertising”: Searching for a Definition (2002)If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising (2016)Digital technologies: tensions in privacy and data (2022)False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers (2022)Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse (2023)The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun (1982)Service-dominant logic: continuing the evolution (2007)Understanding Customer Experience Throughout the Customer Journey (2016)Metaverse Security and Privacy: An Overview (2022)Netnography evolved: New contexts, scope, procedures and sensibilities (2023)Social Foundations of Thought and Action : A Social Cognitive Theory (1985)Communication and Persuasion (1986)The Persuasion Knowledge Model: How People Cope with Persuasion Attempts (1994)Special Section Introduction—Reimagining Advertising Research: 50 Years and Beyond (2022)Exploring participation intentions in metaverse-based retail stores: Implications for commute reduction (2024)Immersive Advertising through Co-Creation: Lessons from the Visitor Economy (2024)Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations (1996)Analyzing the Past to Prepare for the Future: Writing a Literature Review (2002)Using thematic analysis in psychology (2006)Social media influencers: An effective marketing approach? (2023)Virtual influencer marketing: the good, the bad and the unreal (2023)Critical service logic: making sense of value creation and co-creation (2012)Consumer engagement in online brand communities: a social media perspective (2015)Setting the future of digital and social media marketing research: Perspectives and research propositions (2020)Brands are calling your AVATAR in Metaverse–A study to explore XR ‐based gamification marketing activities & consumer‐based brand equity in virtual world (2023)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)Principles and Practice of Structural Equation Modeling (1998)Principles and Practice of Structural Equation Modeling (2012)Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli‐organisms‐responses (S‐O‐r) model (2024)Treasure Hunting for Brands: Metaverse Marketing Gamification Effects on Purchase Intention, WOM, and Loyalty (2025)How Smart, Connected Products Are Transforming Competition (2014)How Smart, Connected Products Are Transforming Competition (2015)Technological disruptions in services: lessons from tourism and hospitality (2019)Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores (2023)Organizational digital transformation: from evolution to future trends (2023)How to combine and clean bibliometric data and use bibliometric tools synergistically: Guidelines using metaverse research (2024)“You are a virtual influencer!”: Understanding the impact of origin disclosure and emotional narratives on parasocial relationships and virtual influencer credibility (2023)Investigating metaverse marketing-enabled consumers’ social presence, attachment, engagement and (re)visit intentions (2023)Analysing the impact of coupled domestic demand dynamics of green and low-carbon consumption in the market based on SEM-ANN (2024)
this work references cited by second hop

References

  • 2023Metaverse as a disruptive technology revolutionising tourism management and marketing922 cited
  • 2022Metaverse marketing: How the metaverse will shape the future of consumer research and practice902 cited
  • 2022Marketing in the Metaverse: Conceptual understanding, framework, and research agenda678 cited
  • 2021Advertising in the Metaverse: Research Agenda645 cited
  • 2023Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation578 cited
  • 2017Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets429 cited
  • 2022Immersive netnography: a novel method for service experience research in virtual reality, augmented reality and metaverse contexts297 cited
  • 2023Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences174 cited
  • 2023Fashion and the metaverse: Clarifying the domain and establishing a research agenda166 cited
  • 2022The Bifold Triadic Relationships Framework: A Theoretical Primer for Advertising Research in the Metaverse161 cited
  • 2013ACM transactions on multimedia computing, communications and applications158 cited
  • 2023Building brand engagement in metaverse commerce: The role of branded non-fungible tokens (BNFTs)151 cited
  • 2023Metaverse in marketing and logistics: the state of the art and the path forward137 cited

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  • 2016Branding as a dynamic capability80 cited
  • 2023Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses67 cited
  • 2022Adventures in the metaverse48 cited
  • Cited by

    • 2025Brand engagement in omnichannel banking services: a cross-cultural approximation6 cited
    • 2025Adverse impacts of metaverse-induced cognitive biases on the immersive shopping experience: A conceptual model developed from a qualitative approach6 cited
    • 2025Awe-inspired experience in the metaverse: A multi-study investigation6 cited