Effects of Immersive Experience in the Branded Metaverse
Abstract
With the growing number of brands entering the metaverse, the influence of consumer interactions on brand-related attitudes and behaviors remains understudied. To address this gap, we conducted an experiment involving participants who used the Meta Quest 2 headset to interact with objects or products in a branded metaverse. Our findings revealed that presence positively impacted brand attitudes and enjoyment, whereas cybersickness had a negative effect. Importantly, enjoyment mediated the effects of presence and cybersickness on attitudes toward both the brand and the immersive experience as well as behavioral intentions. These results offer valuable insights for both theoretical understanding and practical application of interactive brand engagement in the metaverse.
Fields of Study & Subjects
Diverse Topics in Contemporary Research
Virtual Reality Applications and Impacts
Education and Learning Interventions
Publication details
- Journal / source
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Volume
- 26
- Issue
- 2
- Pages
- 119–133
- Publication date
- 3 April 2026
- Language
- EN