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EMAC 2022 Regional Conference

Hi consumers, Let’s Meet in Metaverse - A study To Explore AR/VR -Based Gamification Marketing Activities

Published: December 1, 2022


Dr Vikas Arya, Rabat, Business School, Intrenational University of Rabat, Morocco; rachita sambyal, University Institute of Applied Management Sciences, Panjab University, Chandigarh, India; Anshuman Sharma, Department of Marketing, College of Business Administration, Ajman University, Ajman, United Arab Emirates


Recently, the retail sector identified the potential of selling virtually wearable products in Metaverse. This study examines the characteristics of AR/VR-based gamification marketing activities opted by retail brands in Metaverse and their impact on consumer-based brand equity. We also examined the consumers’ brand love for virtually wearable products and consumers’ virtual band engagement in Metaverse as a mediator. The brand authenticity in the virtual world is also examined as a moderator. This descriptive study collected data from India, UAE, and Morocco. This study helps to recanalize the marketing strategies for the retail brands on how to do their business in the Metaverse for their virtually wearable products and attract more consumers with increased purchasing intentions.