Metaverse Platforms Transforming Brand-Consumer Interaction
A recent study from the University of Surrey reveals that metaverse platforms such as Roblox and ZEPETO are revolutionizing the way brands engage with consumers. The research, published in the Journal of Research in Interactive Marketing, highlights the rise of digital doppelgängers—virtual avatars that offer a deeper connection between brands and consumers—by creating immersive brand experiences that emotionally resonate with users.
Advanced Digital Representations Enhance Engagement
Digital doppelgängers surpass traditional avatars by employing augmented reality (AR) and virtual reality (VR) technologies, resulting in a more engaging and interactive user experience. Unlike basic 2D avatars, these 3D representations enable users to partake in activities, interact with brands, and evoke emotions akin to those experienced in the real world.
Study Explores Emotional Connections in the Metaverse
The study collected data from 475 respondents via an online survey, investigating the connection between digital doppelgängers and brand engagement. Participants shared their experiences on popular metaverse platforms, offering insights into how these virtual interactions can influence emotional reactions such as enjoyment, relaxation, and reputation.
Key Emotional Factors Influencing Brand Engagement
Enjoyment, relaxation, and reputation emerged as vital components in the relationship between digital doppelgängers and brand engagement. These emotional responses play a significant role in enhancing consumer interaction with brands in the metaverse, indicating that brands should prioritize creating enjoyable and soothing experiences for their users.
Insights from the Lead Researcher
Dr. Jashim Khan, an associate professor of marketing and the lead author of the study, emphasized that the metaverse is significantly transforming how consumers relate to brands. He stated that when users engage with their digital doppelgängers in these virtual environments, they are not merely interacting with avatars but rather experiencing a heightened sense of embodiment that strengthens their emotional ties to brands.
Recommendations for Brands in the Digital Realm
The research team advocates that brands should invest in immersive technologies to facilitate genuine interactions. By developing environments that allow consumers to navigate and express their identities through their digital doppelgängers, brands can foster enduring loyalty and connections with their audience.
