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Metaverse: A Friend or a Foe for Brand Experience?

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XR and Metaverse (XR 2023)

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Abstract

Metaverse has been a challenging topic for brands that strive to offer an immersive experience to its users. Businesses have prioritized the user experience and brand experience on digital platforms in recent years, however the fast-rising attempts of metaverse brand experience have not been thoroughly scrutinized. This paper presents a thematic analysis through a literature review to inspect whether metaverse enhances transient or a long-term brand experience by reviewing current metaverse brand scales and measurements.

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Author information

Authors and Affiliations

  1. Faculty of Communication and Media Studies, Eastern Mediterranean University, Famagusta, North Cyprus, Turkey

    Raziye Nevzat

Authors
  1. Raziye Nevzat
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Correspondence to Raziye Nevzat .

Editor information

Editors and Affiliations

  1. Creative AR and VR Hub, Manchester Metropolitan University, Manchester, UK

    M. Claudia tom Dieck

  2. Manchester Metropolitan University, Manchester, UK

    Timothy Jung

  3. Dept. of Hospitality, University of Nevada, Las Vegas, Las Vegas, NV, USA

    Yen-Soon Kim

Appendix 1. Coding Sample

Appendix 1. Coding Sample

RQ

Code

Definition

Meaning of code

Types of brand experience: Affective

Fun

Happiness

Hedonic feelings

Gamification

Play experience

The result of metaverse brand experience studies that were included in the literature review

Identifying the experience derived from a particular brand on metaverse platforms

Tools that enhance brand experience

Augmented reality

Virtual reality

Multiple realities

Digital technologies

Web 3.0 based platforms

The provision of experimental brand experience through technology on the reviewed literature

Identifying the experience on a particular platform or tool

Adapted from the coding sample (Oguafor and Nevzat, 2023)

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Nevzat, R. (2024). Metaverse: A Friend or a Foe for Brand Experience?. In: tom Dieck, M.C., Jung, T., Kim, YS. (eds) XR and Metaverse. XR 2023. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-50559-1_4

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