How Digital Doppelgänger Ignites Unstoppable Brand Love, Loyalty & Word-of-Mouth in the Metaverse

Abstract

Digital doppelgänger’s plays a central role in enabling an immersive brand experience in the metaverse for the person. This study aims to examine the influence of digital doppelgänger on brand love, loyalty, and metaverse-word of mouth (Meta-WoM), while investigating the mediating roles of brand experience and branded entertainment. Secondly, test the person’s sense of presence in the metaverse. Data was collected from 481 metaverse users’ using an online survey employing a criterion-based judgment sampling and analyzed through a two-step Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate a full mediation of brand experience and branded entertainment between digital doppelgänger and brand love, loyalty, and partial mediation for metaverse-word of mouth (Meta-WoM). Findings cement that a doppelgänger in the metaverse encompasses a sense of presence, supporting the sense of embodiment theory, thereby contributing to interactive marketing literature. This study provides practical insights for marketers to develop effective strategies for the metaverse.