Unpacking Dimensions of Metaverse Platforms to Enhance Immersive Experience and Brand Engagement Among Consumers

With the growing integration of AR/VR/Metaverse technologies across luxury brands, advertising has shifted to providing consumers with a personalised experience in which they can engage with brands via digital avatars. Given the considerable success of Metaverse advertising, it is apparent that organisations need to reinvent their advertising strategies to enhance consumer experience and brand engagement over digital platforms. However, this reinvention would require organisations to develop an advertising strategy that creates a coherent brand experience for consumers and provides them with an immersive brand experience on Metaverse platforms. As a result, this study undertakes a bibliometric approach to provide a comprehensive understanding of how integrating Metaverse platforms with advertising strategies can enhance brand engagement among consumers. More precisely, a keyword search strategy is formulated, and a multi-database search is performed across key databases, including Scopus, EBSCOhost, and ProQuest. In doing so, results from Scopus databases are visualised through network and overlay visualisation maps to understand how key themes/knowledge structures are associated with Metaverse advertising and brand engagement. Besides this, the study also showcases the key theoretical perspectives (i.e., psychological perspectives, value-based perspectives, technology/innovation perspectives, and social interaction perspectives) across these studies to understand how brands have well-infused Metaverse advertising to enhance brand engagement among consumers. Lastly, the study also provides a deeper understanding of the key challenges that are associated with the widespread implementation of Metaverse advertising.