Study Explores Brand Engagement in the Metaverse
A recent study has revealed how brands can enhance their connection with consumers in 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 sensory experiences like touch, sound, and motion. Published in the Journal of Research in Interactive Marketing, the research emphasizes that the emotions users experience during interactions with brands through their digital counterparts can significantly affect their real-world perceptions of those brands. For instance, if a user’s 3D avatar feels happiness during a virtual encounter with McDonald’s, that positive sentiment could translate into real-life enjoyment when visiting a physical outlet.
The Metaverse and Consumer Brand Interaction
“The metaverse is transforming how consumers engage with brands,” stated Jashim Khan, associate professor of marketing at the University of Surrey (U.K.), in an interview with PYMNTS. He elaborated that users interacting with their digital doppelgängers in these virtual spaces experience a deep sense of embodiment, enriching their emotional ties to brands. This evidence supports the notion that engaging with consumers in the metaverse can be beneficial for businesses, despite the fact that widespread consumer acceptance of virtual environments is still developing. “Brands need to evolve in this new digital landscape by crafting immersive experiences that tap into the metaverse’s distinctive features,” Khan remarked. He added, “This involves providing consumers with enjoyable and relaxing opportunities while also bolstering their standing within these digital communities.”
Impact of Virtual and Physical Presence on Consumer Behavior
The behavior of shoppers is increasingly influenced by their interactions in both virtual and physical realms. A report by PYMNTS Intelligence indicates that a significant portion of consumers—one in three—express an interest in experiences that merge shopping with entertainment. Fashion brands are leading the charge in metaverse engagement, with early adopters like Vans, Valentino, Marc Jacobs, Prada, Balenciaga, and Ralph Lauren. The study highlighted that interactions between consumers’ digital doppelgängers and brands impact users’ enjoyment, relaxation, and reputation. For example, participating in virtual fashion showcases, such as a Gucci event in the metaverse, can bring joy to users and offer a relaxing escape from reality, allowing them to focus on positive experiences.
Building Reputation Through Digital Interactions
Brands can also assist consumers in enhancing their reputations by providing opportunities to earn NFTs, join virtual events, or simply showcase branded digital apparel from companies like Nike or Samsung. The authors noted, “Consumers regularly purchase digital items from brands like Nike, Gucci, Samsung, and Hyundai through NFTs to elevate their online personas.” The study suggests that for brands looking to penetrate or grow within the metaverse, creating immersive experiences that cater to users’ desires for enjoyment, stress relief, and acknowledgment is essential. Investing in immersive technologies that facilitate more genuine interactions can help achieve this goal. By fostering environments where consumers can explore and express their identities through their digital doppelgängers, brands can build enduring loyalty and connections.
Survey Insights on Consumer Engagement
The researchers conducted a survey involving 475 participants on platforms like Zepeto and Roblox, where users engaged with brands such as Nike, Gucci, and McDonald’s. The demographic breakdown included a majority of female respondents and a significant proportion—84%—aged between 18 and 25, with six out of ten participants being college students.
