The Impact of Heatmap Metrics on Consumer Decision-Making in Metaverse Fashion Spaces

Reshmi Manna, Ankit Singh and Kirtika Chetia
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Reshmi Manna: HR Knowledge Lab
Ankit Singh: Ethos Watch Ltd
Kirtika Chetia: HR Knowledge Lab

A chapter in Marketing in the Digital Age, 2026, pp 309-331 from Springer

Abstract: Abstract A study using heat-map data on metaverse users’ navigation and interaction with digital products aims to identify high-engagement zones for improved user satisfaction and retention. The research highlights the impact of metaverse virtual shopfronts on consumer engagement and purchases and the metaverse’s sustainability and innovation discourse. The study conducted with a hybrid method of qualitative and quantitative methods suggests that brands should focus on engaging experiences, such as avatar customisation or virtual fashion shows, and identify weeks and product categories with solid correlations to better time promotions to drive sales.

Keywords: Metaverse fashion spaces; Heatmap metrics; Consumer decision-making; Scroll depth; Time spent; Click (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-6509-2_14

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DOI: 10.1007/978-981-95-6509-2_14

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