A Theory-Driven Exploration of Metaverse Customer Engagement: Insights from Structural Topic Modelling

Reeti Agarwal (), Ankit Mehrotra (), Sana Moid (), Nishant Sinha () and Nitin Shankar ()
Additional contact information
Reeti Agarwal: Jaipuria Institute of Management
Ankit Mehrotra: Jaipuria Institute of Management
Sana Moid: Amity Business School, Amity University
Nishant Sinha: Social Welfare and Development for Empowered Society (SWADES)
Nitin Shankar: Bytexus Software Solutions Pvt Ltd

Chapter Chapter 11 in Advanced Technologies in Business, Volume I, 2026, pp 275-310 from Palgrave Macmillan

Abstract: Abstract The metaverse is one of the most significant and innovative technological developments of recent years, having transformed and evolved customer engagement. Grounded in the Customer Engagement Theory (CET), we synthesise and integrate an understanding of customer engagement within the metaverse, given its immersive, interactive, and social features. Using the Structural Topic Modelling (STM) approach, insights were extracted from a pool of studies related to the metaverse and engagement. Twenty-five latent themes were identified and categorised into four clusters representing the different elements of CET—cognitive, emotional, and behavioural engagement. There are two additional aspects of engagement—interactive and social—particularly concerning customer engagement in the metaverse. The study's findings provide comprehension for optimising virtual engagement strategies while contributing to theory and practice in metaverse marketing.

Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:pinchp:978-3-032-03480-9_11

Ordering information: This item can be ordered from
http://www.palgrave.com/9783032034809

DOI: 10.1007/978-3-032-03480-9_11

Access Statistics for this chapter

More chapters in Palgrave Intersections of Business and the Sciences, in association with Gnosis Mediterranean Institute for Management Science from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().