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- W4385210972 abstract "Abstract Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid experience for the users. This paper aims to establish the role of a “gamification of marketing activities” and its influence on consumer‐based brand equity for intangible products (NFTs) in the Metaverse and examine the mediating role of consumers' brand engagement and brand love. To evaluate the conceptual model based on the cross‐cultural data from two emerging countries in Asia and Africa, the study followed a two‐stage, hybrid mechanism using PLS‐SEM and neural network modeling. This study provides insights into the Metaverse–a new taxonomy of technology, in the context of embodiment, presence of AVATAR, and interactivity in the virtual world, supported by the social exchange theory. This study also suggests practitioners focus on brand authenticity while projecting their brand in the Metaverse." @default.
- W4385210972 created "2023-07-25" @default.
- W4385210972 creator A5043589372 @default.
- W4385210972 creator A5048622877 @default.
- W4385210972 creator A5051635450 @default.
- W4385210972 creator A5060192078 @default.
- W4385210972 date "2023-07-24" @default.
- W4385210972 modified "2023-10-16" @default.
- W4385210972 title "Brands are calling your <scp>AVATAR</scp> in Metaverse–A study to explore <scp>XR</scp>‐based gamification marketing activities & consumer‐based brand equity in virtual world" @default.
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