Metaverse Platforms Transform Brand-Consumer Interactions
A recent study from the University of Surrey highlights how metaverse platforms such as Roblox and ZEPETO are revolutionizing the way brands engage with consumers, effectively merging physical and digital identities. This research, published in the Journal of Research in Interactive Marketing, introduces the concept of digital doppelgängers—virtual avatars that enhance brand interactions and foster immersive experiences that emotionally connect with users.
Advancements in Digital Doppelgängers
Digital doppelgängers represent a significant evolution from conventional avatars, utilizing augmented reality (AR) and virtual reality (VR) technologies to create a more engaging and interactive environment. Unlike basic 2D avatars, these 3D representations enable users to participate in diverse activities, interact with brands, and experience emotions akin to those felt in real life.
Study Insights into Consumer Engagement
The research involved an online survey that collected 475 responses, examining the connections between digital doppelgängers and consumer brand engagement. Participants shared their experiences on popular metaverse platforms, revealing how such interactions affect emotional reactions like enjoyment, relaxation, and reputation. These emotional factors were found to be essential in connecting digital doppelgängers with enhanced consumer engagement.
Emotional Factors Driving Engagement
Enjoyment, relaxation, and reputation emerged as pivotal elements in the interplay between digital doppelgängers and consumer brand interaction. These emotional responses significantly bolster consumer engagement with brands within the metaverse, suggesting that brands should prioritize crafting enjoyable and soothing user experiences.
Expert Insights on the Metaverse’s Impact
Dr. Jashim Khan, an associate professor of marketing and the study’s lead author, emphasized the transformative nature of the metaverse on brand-consumer relationships. He noted that in these digital realms, consumers using digital doppelgängers experience an enhanced sense of embodiment that deepens their emotional ties to brands. He urged brands to embrace this new digital landscape by developing engaging, interactive experiences that utilize the metaverse’s unique features.
Recommendations for Brands in the Metaverse
The research team advocates for brands to invest in immersive technologies that facilitate genuine interactions. By establishing environments that empower consumers to explore and express their identities through their digital doppelgängers, brands can foster enduring loyalty and connections with their audience.
