Adoption of Metaverse Platform for Experiential Marketing & Customer Relationship Management

Abstract

This study investigated customers perceptions of factors that affect the overall attitude toward application of the metaverse. In particular, this study explored the following: i) how factors including brand image, perceived virtual service, perceived emotion, perceived experience, customization, social value, and interactive communication affect the overall attitude toward the metaverse application and ii) how attitude affects intention to use the metaverse and customer satisfaction. An online survey was conducted with the assistance of a well-known research firm. This study applied factor and regression analysis. The study found that the effects of perceived brand image, virtual service, emotional value, experience, customization, social value, and interactive communication on overall attitude toward application of the metaverse were significant. Effects of the overall attitude on intention to use and customer satisfaction were significant. The results outline the managerial and policy implications, implications on experiential marketing, and how customers perceive application of advanced technology, particularly metaverse, on their consumption behavior in the virtual world. Metaverse application allows customers to interact with brands and products by providing better information and interactive services. The results highlight the policy implications, that is, which aspects should be promoted and regulated by preparing better policies.