A Study on the Impact of Immersive Interaction Design in Metaverse Environments on Brand Image

This study originates from the rapid development of the metaverse as an emerging interactive environment. With the deep integration of information technology and visual arts, immersive technologies have been increasingly applied in virtual environments. However, existing studies mainly focus on immersive experiences or virtual brand communication, lacking a systematic analytical framework and mechanism-based explanation for how immersive interaction design shapes brand image through technology–design convergence. The purpose of this study is to explore, from the perspective of technology–design integration, the mechanisms through which immersive interaction design in the metaverse influences brand image construction. To achieve this, literature review, case study, and qualitative content analysis methods were employed to examine three global brands across different industries: Nike, Coca-Cola, and Louis Vuitton. These brands were selected to enable a comparative analysis of how different brand types adopt immersive interaction design strategies and their effects on brand image formation. The findings indicate that immersive interaction design in the metaverse promotes brand image construction through multi-level design elements, including virtual space design, UI/UX interaction, virtual characters and brand symbols, and brand cultural narratives. Moreover, brand types adopt differentiated immersive strategies: sports brands emphasize function-driven experiences with physical engagement and customization; fast-moving consumer goods brands prioritize atmosphere-driven design with emotional resonance and social presence; luxury brands rely on narrative-driven systems to reinforce symbolic identity and cultural heritage. These results highlight the deep integration of technology and art in immersive design and provide practical implications for strategic brand image construction and interaction design in metaverse environments.