Marketing in the metaverse: Consumer engagement, immersive experiences, and future research directions

Authors

https://doi.org/10.22105/metaverse.v3i1.94

Abstract

The metaverse has emerged as a transformative marketing platform, extending well beyond gaming and entertainment to reshape retail, advertising, and consumer interaction. This paper investigates how immersive virtual environments influence consumer–brand engagement and proposes a conceptual framework built around five interrelated dimensions: immersion and presence, co-creation, trust, inclusivity, and sustainability. Drawing on a narrative review of literature published between 2018 and 2025, supplemented by industry cases, the study analyses early metaverse marketing initiatives by Nike (Nikeland) and Gucci (Garden Experience) to illustrate both the opportunities and the constraints of immersive brand strategy. Four emerging application domains are examined: virtual retail and showrooms, immersive storytelling, virtual consumer communities, and brand co-creation through virtual goods. The paper argues that sustained consumer engagement in the metaverse depends not only on technological capability but also on ethical governance, equitable access, and environmental responsibility. By synthesizing insights from marketing, digital communication, and immersive technology research, this study provides a structured agenda for future empirical investigation. It offers actionable guidance for practitioners developing responsible, inclusive, and sustainable metaverse strategies.

Keywords:

Metaverse marketing, Consumer engagement, Immersive experiences, Co-creation, Virtual retail, Digital transformation

References

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Published

2026-03-07

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Vol. 3 No. 1 (2026): Metaversalize

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How to Cite

Punia, K. ., & Singh, B. . (2026). Marketing in the metaverse: Consumer engagement, immersive experiences, and future research directions. Metaversalize, 3(1), 1-11. https://doi.org/10.22105/metaverse.v3i1.94
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