Search Results (45)

Virtual influencers (VIs) on e-commerce platforms are becoming increasingly popular, enhancing the consumer experience. This study examines the consumer–brand relationship (CBR) with VIs through the perspective of social presence. Data from 1041 e-commerce platform users (e.g., Douyin, RED, Weibo) were collected and analyzed using Structural Equation Modeling (SEM). The findings reveal that both the visual and mental human-likeness of VIs significantly strengthen CBR, with social presence acting as a mediator. Additionally, the interaction between visual and mental human-likeness positively impacts social presence, which in turn enhances CBR. Moreover, consumers’ need for uniqueness moderates the relationship between social presence and CBR, providing valuable insights for virtual influencer strategies in e-commerce. This research suggests the feasibility of leveraging VI design both visually and mentally to capture new trends in developing effective virtual campaigns with digitization and metaverse technologies. This study extends the stream of research VIs use for interactive marketing, highlighting the role of parasocial relationships in interactive marketing. These findings can provide managers with a better understanding of VI design from both visual and mental aspects. Full article

The aim of this study is to analyze the factors that influence consumer referents or reference points and their interaction during the decision-making process, along with the principles of prospect theory in the metaverse with market and retail examples. We conducted an integrative literature review. Consumers’ preference for reference points is determined and structured during the buying process, which can be affected by potential signals and biased decisions. To guide consumers’ shopping experiences and purchasing behavior in the most effective way, marketers and organizations must investigate the factors that influence consumer reference points beyond physical or tangible attributes. Businesses must be adaptable and adapt their strategies to changing consumer preferences based on reference points. Our findings can advance discussions about how reference points are being used in the market by using consumer decision-making claims in the discursive construction of the metaverse. By comprehending this, developers can create better experiences and assist users in navigating virtual risks. Our research aids us in better comprehending the influence of referents on consumer purchasing decisions in the marketing communications field. Numerous opportunities for academic research into consumer reference points have arisen, in which individuals as digital consumers are influenced by the same biases and heuristics that guide their behavior in reality. Full article

Metaverse is reshaping how brands approach marketing, providing alternative and innovative methods for marketers to redefine their brands and reinvent the customer experience. Different sectors are still exploring the possibilities of the metaverse and are now adopting a test-and-learning mindset. This study explores consumer acceptance of metaverse marketing for branding and pre-purchase activities, comparing its effectiveness with social media platforms. Using a survey of 197 participants (45% experiencing a metaverse space on Spatial.io, 55% using Instagram), we investigated factors influencing intention to use and purchase intention through a closed-ended questionnaire. The results show that perceived usefulness is the primary driver of use intention in the metaverse (β = 0.573, p < 0.001), while habit significantly influences platform preference, particularly for social media (β = 0.767, p < 0.001). These findings provide marketers with actionable insights to leverage interactive virtual environments, enhancing branding and pre-purchase experiences by prioritizing usability and familiarity. Full article

This study examines how social media platforms influence tourism marketing strategies, consumer perceptions, and travel behaviors, addressing their sustainability implications. It aims to evaluate the current state of research on social media in tourism marketing, identify dominant trends, assess empirical evidence of impact, and critically highlight research gaps. The analysis focuses on three core marketing outcomes: destination image, travel intention, and user engagement—and includes a section examining sustainability considerations across environmental, sociocultural, and economic dimensions. The study uses a systematic critical review of 147 peer-reviewed academic articles published between 2015 and 2025, combined with a meta-analysis of 38 quantitative studies that report statistical effect sizes. The meta-analysis uses a random-effects model to compare the influence of different platforms and study contexts. Moderator variables include geographic region, platform type, and methodological design. Findings show that social media marketing has a statistically significant positive effect on destination image (Cohen’s d = 0.61), travel intention (d = 0.54), and user engagement (d = 0.43). The analysis also reveals geographic bias, limited research on emerging platforms, and a lack of longitudinal and ethical inquiry. Findings suggest that tourism researchers and marketers may have to adopt more context-sensitive, interdisciplinary, and ethical approaches. Critical sustainability concerns emerge, including “overtourism”, cultural commodification, digital inequities, and algorithmic biases. Further studies may focus on specific platform-related behaviors, long-term impacts, and integrated online strategies appropriate for global tourism diversity. Lastly, this paper advocates for context-sensitive, interdisciplinary, and ethically grounded approaches to ensure sustainable digital tourism marketing strategies. Full article

With the rapid development of metaverse technology in the marketing field, it has become increasingly important to understand consumer purchase intentions for AI Brand Endorsers (AIBEs) within this digital environment. Based on cognitive–affective–behavioral (CAB) theory, this study constructs a new theoretical framework to explore the key factors influencing consumer purchase intentions for AIBE-recommended products in the context of the metaverse. We conducted an online survey with 302 Generation MZ consumers who have purchasing experience, employing Partial Least Squares Structural Equation Modeling (PLS-SEM) for in-depth data analysis and model evaluation. Additionally, we performed Multi-Group Analysis (MGA) to reveal differences among various occupations and generations. The findings indicate that attractiveness (ATT), anthropomorphism (ANT), and interactivity (INT) significantly influence hedonic motivation (HM) and social presence (SP). Furthermore, authenticity (AUT) positively affects both SP and trust in AIBEs (TAI). Consumer purchase intention (PI) is significantly impacted by SP but is not directly influenced by HM and TAI. Notably, technology readiness (optimism and innovativeness) positively and significantly influences consumer PI but does not alter the potential moderating effects of HM, SP, and TAI. This study not only broadens and deepens the application of CAB theory but also elucidates the potential development of AIBEs in future metaverse research, providing practical implications and guidance for marketers to enhance consumer purchase intentions and boost product sales. Full article

The integration of advanced technologies, such as the Metaverse, has the potential to revolutionize the retail industry and enhance the shopping experience. Understanding consumer behavior and leveraging machine learning predictions based on analysis can significantly enhance user experiences, enabling personalized interactions and fostering overall engagement within the virtual environment. In our ongoing research effort, we have developed a consumer behavior framework to predict interesting buying patterns based on analyzing sales transaction records using association rule learning techniques aiming at improving sales parameters for retailers. In this paper, we introduce a validation analysis of our predictive framework that can improve the personalization of the shopping experience in virtual reality shopping environments, which provides powerful marketing facilities, unlike real-time shopping. The findings of this work provide a promising outcome in terms of achieving satisfactory prediction accuracy in a focused pilot study conducted in association with a prominent retailer in Saudi Arabia. Such results can be employed to empower the personalization of the shopping experience, especially on virtual platforms such as the Metaverse, which is expected to play a revolutionary role in future businesses and other life activities. Shopping in the Metaverse offers a unique blend of immersive experiences and endless possibilities, enabling consumers to interact with products and brands in a virtual environment like never before. This integration of cutting-edge technology not only transforms the retail landscape but also paves the way for a new era of personalized and engaging shopping experiences. Lastly, this empowerment offers new opportunities for retailers and streamlines the process of engaging with customers in innovative ways. Full article

Digital technologies represented by AR (Augmented Reality), VR (Virtual Reality), and digital twins, along with the expansion of metaverse platforms and digital marketing concepts, have attracted the attention of numerous sports fashion product consumers and brands, particularly in the category of sports shoes. Therefore, in the context of digital technologies, understanding the factors that affect consumer experience and the preferences in the online purchasing process of sports shoes is very important. This study employs Latent Dirichlet Allocation topic analysis to analyze 44,110 online user posts and comments from social platforms, extracting thematic elements of consumer experience needs for purchasing sports shoes online. The information obtained is further encoded and designed into a questionnaire, which is then utilized alongside the Kano model to analyze the overall preferences of consumer experience needs. The results indicate that webpage design and basic product information are considered as Must-be attributes for user experience needs; providing information on after-sales service policies and product comment, products’ special feature information, and online size testing are recognized as Performance attributes. Additionally, high-tech interaction methods, visual presentation, personalized customization, virtual try-on, apparel matching recommendations, and dressing scenario recommendations are identified as Attractive attributes. The study reveals that in the context of new digital technology development, the online shopping experience for sports shoes is enhanced across four dimensions: platform experience augmentation, product experience augmentation, user demand augmentation, and interactive experience augmentation. These four dimensions collectively constitute the holistic experience design for the online retail platform. Therefore, this research provides case references and theoretical insights for researchers and developers in the fields of brand marketing, experience design, and product service innovation. Full article

Collective virtual spaces are increasing attention from scholars and practitioners due to their potential to lead business growth while reducing environmental impacts. The Metaverse, with its immersive digital presence and virtual economies, serves as a prominent example, particularly in industries such as food. The existing literature on its adoption in the sector is still limited. Therefore, this study employs Mini Focus Groups with Italian Metaverse experts and a binary logistic regression model to identify the key factors influencing the adoption of the Metaverse in the food sector. It focuses on Italy due to its cultural-, economic-, and sector-specific dynamics in the sector, where the Metaverse could play a transformative role. Technological and regulatory uncertainties, as well as security risks, are the main obstacles which, according to experts, should deter consumers from embracing food purchases in the Metaverse. On the other hand, this study highlights several facilitating factors that can encourage adoption, also contributing to the achievement of SDG12: Responsible Consumption and Production. These include performance expectancy, effort expectancy, perceived behavior, hedonic motivation, and consumer innovativeness. These factors are likely to drive consumer engagement with Metaverse-based food platforms. The results provide interesting insights into which factors, according to experts, would influence people’s willingness to purchase food products within the Metaverse, in view of the possible development of a new market for food products. This study provides a significant contribution to scholars and practitioners by shedding light on the main factors influencing consumer adoption of the Metaverse. Full article

Modern commercial organizations have started to embrace the metaverse platform as a new channel for marketing their products and services. As prominent brand representatives, virtual influencers are responsible for strengthening consumer–brand connections in the metaverse. However, the ways in which virtual influencers contribute to consumers’ brand fidelity and evangelistic behaviors remain unknown. To address this gap, this work explores the essential factors that impact consumers’ intention to trust virtual influencers in the metaverse, purchase the products that they promote, and engage in brand evangelistic behaviors. Specifically, a new framework is developed that integrates metaverse virtual influencers’ marketing efforts, perceived coolness, anthropomorphism, brand evangelism, and brand fidelity into a comprehensive conceptual research model. Survey results obtained from 713 respondents in the US demonstrate that marketing efforts, perceived coolness, and anthropomorphism positively influence brand evangelism. The findings also indicate that consumers’ brand fidelity encourages brand evangelism and mediates the relationship between virtual influencers’ features, marketing efforts, and consumers’ brand evangelistic behavior. This study’s significance lies in its focus on the evolving marketing dynamics in the metaverse. It considers how virtual influencers’ features and marketing efforts impact consumers’ brand-related attitudes and behaviors in the metaverse, offering valuable insights for the advancement of metaverse marketing research and practice. Full article

Background/Objectives: Destination Development, Management, and Marketing Organizations (DDMMOs) have the power to influence perceptions and behaviors regarding both actual and virtual travel in the rapidly changing landscape of digital environments. Within newly emerging Metaverse platforms, their websites can serve as critical touchpoints that enhance destination attractiveness and enable visitors to engage in valuable experiences. In this vein, this research attempts to determine if DDMMO website quality and destination image can influence users’ intention to virtually visit a place by using a Metaverse platform. Methods: Users who navigated a European DDMMO website were asked to fill out a self-administered questionnaire, and 318 responses were collected. Then, structural equation modeling (SEM) was used to test the research hypothesis. Results: The results show that website interactivity and affective destination image had a direct positive impact on a user’s intention to use the Metaverse platform. Furthermore, indirect impacts of website design and usefulness and cognitive destination image were detected. Conclusions: DDMMOs and destination marketing experts can gain valuable insights from the outcomes of this research. Thus, focusing on the aforementioned website features can help them enhance destination image and attract users to their Metaverse platforms. Full article

Product tasting is a key element in improving customer satisfaction in the commercial environment. This study looks at the notion of traditional tasting and its effect on customer behavior and explores emerging tasting techniques, shedding light on the contribution of digital tasting. Indeed, the advent of the metaverse has made it possible to offer new virtual tasting experiences. However, this experience does not yet involve a sense of taste. Our manuscript highlights the potential of tasting in the metaverse through a descriptive study of various concrete cases of international brands that have included it in their marketing strategies. In light of the results, practical and theoretical recommendations are provided for professionals interested in leveraging virtual tools to improve consumer satisfaction. Full article

This study aims to develop a new theoretical framework from the perspective of the Technology Acceptance Model (TAM), incorporating flow theory, to explore the factors influencing behavioral intentions to participate in metaverse tourism. Using data from 518 respondents with metaverse experience and participation in metaverse tourism, the study employed R Studio and Structural Equation Modeling (SEM) to test the relationships between variables in the model. The results indicate that metaverse flow has a significant positive impact on users’ perceived usefulness and perceived ease of use, with flow demonstrating strong explanatory power as a precursor factor. Perceived usefulness and perceived ease of use are predictors of users’ attitudes to using metaverse technology. A positive attitude towards the metaverse can enhance users’ support for metaverse tourism and their behavioral intention to participate in it, while support also positively influences behavioral intention. Support for metaverse tourism acts as a clear mediator between attitudes and behavioral intention. The newly developed theoretical framework in this study provides a fresh perspective for metaverse tourism research and helps enrich empirical analysis in this field. By deeply analyzing tourists’ behavioral intentions, the study provides valuable insights for stakeholders to develop targeted marketing strategies and services, thus promoting the future development of metaverse tourism. Full article

The burgeoning metaverse market, encompassing virtual and augmented reality, gaming, and manufacturing processes, presents a unique domain for studying user behavior. This study delineates a research framework to investigate the antecedents of behavioral intention, bifurcating users into inexperienced and experienced cohorts. Utilizing a cross-sectional survey, empirical data were amassed and analyzed using structural equation modeling, encompassing 372 responses from 131 inexperienced and 241 experienced users. For inexperienced users, the analysis underscored the significant impact of perceived usefulness on both satisfaction and adoption intention, while perceived enjoyment was found to bolster only satisfaction. Innovativeness and satisfaction do not drive adoption intention. Conversely, for experienced users, satisfaction was significantly influenced by perceived ease of use, perceived usefulness, and perceived enjoyment. Continuance intention was positively affected by perceived usefulness, perceived enjoyment, trust, innovativeness, and satisfaction. This research extends valuable insights for both theoretical advancements and practical implementations in the burgeoning metaverse landscape. Full article

Nowadays, some of the most expensive real estate is not “real” at all. Several investors are purchasing land in the virtual world of the Metaverse. To be more accurate in the wording, they are buying “meta-estates”. This work is dedicated to opening a debate about this emerging research field within the real estate discipline. It begins by discussing market segmentation, ownership, and pricing by comparing the traditional real estate market with the virtual estate market. Furthermore, this study involved interviews with six seasoned Metaverse land investors who participated in two Analytic Hierarchy Processes (AHPs). The first AHP ranked 14 investment typologies, while the second focused on ranking and discussing the most important characteristics of meta-estates that influence the formation of prices. As a result, the most appealing investments identified were day-trading, virtual land trading (buying to resell), and virtual land development (transforming and reselling). The primary characteristics of meta-estates considered by investors include the platform (e.g., Earth 2, Sandbox), the location within the platform (proximity to famous neighbours), and the architectural design of the buildings (designed by renowned architects). It is evident that the Metaverse represents a new frontier for land investors, and the primary aim of this study was to encourage other researchers to explore and investigate this evolving field. Full article