New Study Highlights Consumer Engagement in the Metaverse
A recent research effort unveils strategies for brands to enhance consumer interactions within the metaverse by utilizing “digital doppelgängers.” Unlike traditional 2D avatars, these 3D representations allow users to participate in virtual experiences through augmented reality (AR) and virtual reality (VR) technologies that replicate sensations such as touch, sound, and movement. The study, published in the Journal of Research in Interactive Marketing, argues that the emotions users experience through their digital counterparts during brand interactions in the metaverse can significantly shape their perceptions of these brands in the physical world. For instance, if a user’s 3D avatar feels happiness while engaging with a brand like McDonald’s in a virtual environment, that positive sentiment is likely to carry over when the user visits a physical location.
Impact of the Metaverse on Brand Relationships
“The metaverse is transforming how consumers connect with brands,” stated Jashim Khan, the lead researcher and an associate professor of marketing at the University of Surrey in the U.K. Khan emphasized that interactions in these digital realms extend beyond mere avatar engagement; users experience a deep sense of presence that intensifies their emotional ties to brands. The findings suggest that even though widespread consumer adoption of virtual worlds is still forthcoming, the potential for brands to benefit from these metaverse interactions is significant. “To succeed in this new digital landscape, brands must create captivating and interactive experiences that harness the metaverse’s unique features,” Khan noted. This entails providing consumers with enjoyable and relaxing opportunities while simultaneously boosting their standing within digital communities.
The Role of Enjoyment and Reputation in Consumer Behavior
Consumer behavior is increasingly influenced by both their digital and real-world identities. A report from PYMNTS Intelligence revealed that approximately one-third of consumers are keen on purchasing experiences that blend shopping with entertainment. Leading the charge in metaverse integration are fashion brands such as Vans, Valentino, Marc Jacobs, Prada, Balenciaga, and Ralph Lauren, which were among the early adopters. The research indicates that the interactions between consumers’ digital doppelgängers and brands significantly impact users’ enjoyment, relaxation, and social standing. For example, participating in virtual fashion shows as their 3D counterparts can be a rewarding experience for users, such as those attending a Gucci-hosted event. Additionally, using digital doppelgängers allows consumers to sidestep negative experiences and focus on positive interactions, enhancing their sense of relaxation.
Building Reputation Through Digital Interactions
Brands can also play a crucial role in helping consumers enhance their reputations by offering opportunities such as earning NFTs, engaging in virtual events, or simply being showcased in branded digital attire from companies like Nike or Samsung. “Consumers often purchase digital products from brands like Nike, Gucci, Samsung, and Hyundai via NFTs to elevate their online personas,” the researchers noted. For brands aiming to explore or expand their presence in the metaverse, the study recommends crafting engaging experiences that cater to users’ needs for enjoyment, relaxation, and recognition. Investing in immersive technologies that facilitate more genuine interactions is essential. By creating spaces for consumers to explore and express their identities through their digital doppelgängers, brands can foster long-lasting loyalty and connections.
Research Methodology and Demographics
The research involved a survey of 475 participants who interacted with brands including Nike, Gucci, and McDonald’s on platforms like Zepeto and Roblox. The demographic breakdown revealed that half of the respondents were female, with 84% aged between 18 and 25, and 60% being college students.
