Branded Virtual Experiences in the Metaverse: Exploring the Impact of Immersiveness and Digital Embodiment via Avatars on Marketing Outcomes

Sehar Sohail () and Alyaa Darwish ()
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Sehar Sohail: Northumbria University, Newcastle Business School
Alyaa Darwish: Northumbria University, Newcastle Business School

A chapter in XR and Metaverse, 2026, pp 213-225 from Springer

Abstract: Abstract Digitally immersive, intertwined, and integrated environments such as the metaverse provide consumers with unparalleled immersive, engaging, and interactive experiences. However, the drivers and outcomes of such advantageous implications need further investigation. This study explores how metaverse experiential dimensions, i.e. level of immersiveness and different forms of digital embodiment via avatars, impact marketing outcomes. An experimental pilot study is conducted to investigate how immersiveness via head mounted devices (HMDs) and two forms of self-relevant avatars impact consumer brand engagement and purchase intentions in branded virtual experiences/worlds. Results show that while engagement and purchase intentions did not significantly differ with the level of immersiveness, self-relevant avatars play a major role in impacting engagement and purchase intentions in branded virtual worlds. The findings aim to shed light on attributes valuable to designers and practitioners who wish to optimise metaverse features for creating more engaging brand experiences, leading to positive marketing outcomes.

Keywords: Metaverse experiential dimensions; Avatars; Immersiveness; Branded virtual worlds; Consumer engagement; Purchase intentions (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-11983-4_16

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DOI: 10.1007/978-3-032-11983-4_16

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