Study on the Effectiveness of Sports Marketing in the Metaverse: Insights based on Technology, Content, and User Interaction
Abstract
To elucidate the formation mechanism of sports marketing effectiveness in the metaverse, this study constructed and empirically validated a three-dimensional theoretical framework of Technology-Content-User. Employing a mixed-methods approach with a primary quantitative survey (N=528), the research investigates how technological features (immersion), content design (interactivity), and user experience (virtual identity) collectively shape marketing outcomes. The findings reveal that immersion, as a technological stimulus, directly and positively impacts brand loyalty (β=0.48, p
Fields of Study & Subjects
Virtual Reality Applications and Impacts
Technology Adoption and User Behaviour
AI in Service Interactions
Publication details
- Journal / source
- Scientific Journal of Economics and Management Research
- Volume
- 8
- Issue
- 1
- Pages
- 119–125
- Publication date
- 8 January 2026