Influence of Metaverse Marketing Characteristics on Consumer Purchase Intention

The metaverse concept rapidly gained traction. It involves advanced technologies like AI, blockchain, IoT, and cloud computing to create an autonomous virtual world emphasizing shared experiences. This technological evolution has notably impacted consumer behaviour, particularly in e-commerce, where immersive experiences offered by metaverse marketing can enhance customer engagement. This study, grounded in the S-O-R theory, investigates how metaverse marketing features affect consumer purchase intentions and the mediating role of flow experience. Initial implementations by brands have used metaverse marketing to enhance sensory experiences and personalize virtual brand images. The research holds theoretical significance by potentially providing a new framework for future studies and offering practical guidance for businesses integrating metaverse marketing strategies. The findings aim to expand metaverse marketing theories and provide actionable insights for effective consumer engagement in virtual environments.