 The Paradox of Authenticity: A Strategy for Building Brand Credibility Among Generation Z in the MetaverseKarolina Bialas European Research Studies Journal, 2025, vol. XXVIII, issue 2, 1195-1206 Abstract: Purpose: This study aims to evaluate marketing strategies that overcome the "authenticity paradox" – the fundamental conflict between Generation Z's demand for authenticity and the commercialised nature of the metaverse. Given the growing importance of virtual worlds as a key marketing channel, this paper aims to identify and compare the dominant strategic models through which brands effectively build credibility and trust among this sceptical, digitally savvy demographic, while avoiding being perceived as intruders in virtual social spaces. Design/Methodology/Approach: The article is theoretical and review-based. A systematic literature review (SLR) methodology was used to synthesise existing research on brand authenticity, Generation Z consumer behaviour and marketing in the metaverse. The theoretical analysis was embedded in the concepts of value co-creation, transmedia marketing, and the extended-self theory. This methodology was supplemented by a comparative analysis of case studies of leading brands and events on two leading platforms: Roblox, as an example of a user-generated content ecosystem (the "Nikeland" and "Gucci Town" initiatives), and Fortnite, as an example of a centrally managed platform (Travis Scott and Ariana Grande concerts). Findings: The analysis shows that the authenticity paradox is resolved through two distinct strategic models, the choice of which depends on the platform’s architecture and culture. The first, the "Persistent World" paradigm, observed on the Roblox platform, involves creating permanent, interactive spaces. It builds authenticity by empowering users to co-create value and self-express through avatars, transforming the brand into a facilitator of community and creativity. The second, the "Event-Spectacle" paradigm, illustrated by Fortnite, focuses on creating mass, time-limited cultural moments. It generates authenticity by providing unique entertainment value that goes beyond traditional advertising, making the commercial aspect secondary to the experience users seek. Practical implications: The study’s results provide the marketing and business industry with a framework for choosing the right strategy in the metaverse. For brands seeking to build a long-term, integrated community, the "Persistent World" model is recommended, requiring investment in platforms that support user creativity. For brands that are seeking to generate mass awareness and viral publicity, the "Event-Spectacle" model is a powerful tool. The key recommendation is a fundamental shift from "push" marketing to a "pull" strategy that delivers real value. Originality/Value: The work contributes to marketing theory by conceptualising and defining the "authenticity paradox" in the specific context of the metaverse. Its originality lies in identifying, describing and comparing two main strategic models ("Persistent World" and "Event-Spectacle") as ways of overcoming it. The proposed typology offers a new, structured analytical framework for researchers and practitioners, enabling a better understanding and planning of effective strategies for building brand credibility in virtual worlds. Keywords: Metaverse; Generation Z; brand authenticity; authenticity paradox; value co-creation; transmedia marketing; Roblox; Fortnite. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxviii:y:2025:i:2:p:1195-1206 Access Statistics for this article More articles in European Research Studies Journal from European Research Studies Journal |
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