Effects of Immersive Experience in the Branded Metaverse

Abstract

With the growing number of brands entering the metaverse, the influence of consumer interactions on brand-related attitudes and behaviors remains understudied. To address this gap, we conducted an experiment involving participants who used the Meta Quest 2 headset to interact with objects or products in a branded metaverse. Our findings revealed that presence positively impacted brand attitudes and enjoyment, whereas cybersickness had a negative effect. Importantly, enjoyment mediated the effects of presence and cybersickness on attitudes toward both the brand and the immersive experience as well as behavioral intentions. These results offer valuable insights for both theoretical understanding and practical application of interactive brand engagement in the metaverse.