Deepening Branding Opportunities in VR-Based Metaverses. A Qualitative Study

Maria Vernuccio (), Sara Boccalini (), Michela Patrizi and Alberto Pastore
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Maria Vernuccio: Sapienza University of Rome
Sara Boccalini: Sapienza University of Rome

A chapter in Advances in Digital Marketing and eCommerce, 2023, pp 37-45 from Springer

Abstract: Abstract Virtual reality-based metaverses are enabling brands to develop engaging approaches to consumers. Despite the growing interest in this innovative technology, the strand of studies about branding opportunities in VR-based metaverses is still in its infancy. Accordingly, our research aims to analyse three key aspects of branding strategies in VR-based metaverses: technical factors, perceptual dimensions, and branding outcomes. Through a qualitative exploratory approach based on in-depth interviews, our study contributes to the academic literature by providing the first holistic view of branding strategies in VR-based metaverses (high-immersive and low-immersive) from a managerial perspective.

Keywords: Metaverse; virtual reality; branding opportunities; in-depth interview; thematic content analysis (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-31836-8_5

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DOI: 10.1007/978-3-031-31836-8_5

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