Purpose The study aims to investigate the impact of metaverse marketing strategies, specifically branded non-fungible tokens, extended reality (XR) gamification and immersive shopping experiences on consumer-based brand equity (CBBE) in the fashion industry. Additionally, this study examines the mediating role of virtual brand experience (VBE) in the context of fashion marketing in the United Kingdom. Design/methodology/approach Grounded in online flow theory, mental transportation theory and Aaker's Consumer-based brand equity (CBBE) framework, the study adopts a quantitative approach. Data were obtained from an online survey of 626 UK-based metaverse users who participated in virtual fashion activities. The hypothesized relationships were tested using structural equation modeling (AMOS) and bootstrapped mediation analysis. Findings The results show that VBE plays an important role in driving CBBE for consumers of metaverse fashion. VBE has a strong positive effect on CBBE and partially/fully mediates the relationship between metaverse marketing strategies and CBBE outcomes. While BNFTs and XR gamification marketing strategies both have significant direct effects on brand awareness/association and perceived quality, there was no support for their relationship with brand loyalty. XR-based immersive shopping shows no significant direct effects on any CBBE dimension but exerts a significant indirect effect through VBE, indicating full mediation. Overall, the results suggest that metaverse strategies enhance brand equity only when they generate meaningful sensory, affective, behavioral, intellectual and social brand experiences. Practical implications The results offer actionable insights for fashion marketers to design immersive and interactive metaverse experiences that increase perceived brand equity and brand experience. Originality/value This study is a pioneering study to empirically confirm the mediating role of the VBE in linking metaverse marketing strategies with CBBE in the fashion industry. It addresses gaps in brand management theory and highlights experiential processes driving brand value in the metaverse.
The virtual economy has rapidly evolved alongside advances in digital technologies, including the integration of blockchain and interactive media that enable novel experiences and business opportunities. A notable development is the trading of non-fungible tokens (NFTs), where users participate as buyers, owners, sellers, and investors. This multi-role context, coupled with individual differences, adds complexity to understanding consumer motivations for trading and recommending NFTs. Focusing on NFT art as a representative type of NFTs, this study identifies 14 value dimensions from NFT technology-related, art-related, and product-related perspectives. Based on a large-scale international survey, the research examines how these value perceptions influence purchase and recommendation intention, and how these relationships are moderated by cultural factors (uncertainty avoidance and long-term orientation) and prior purchase experience. The findings indicated that product-related values exerted the strongest influence on consumer behavior, while technology-related values played a lesser role. Cultural and experiential factors showed limited moderating effects.
The metaverse, a hyper-interactive digital environment where people work, play, socialise, and shop, is gaining attention as a potential opportunity for the fashion industry to engage Generation Z and other technology-savvy, consumers. Metaverse fashion is a new and exciting way to create, market, and sell fashion products in the virtual space and offers brands opportunities to distinguish themselves in an increasingly crowded marketplace and engage customers more interactively. It allows brands to create immersive experiences, interactively highlight their products, and reach a wider audience. The use of non-fungible tokens (NFTs), gaming, and virtual fashion could play a significant role in the future of the fashion industry. This paper aims to explore how the metaverse can revolutionise the fashion industry and what fashion executives need to know to tap into this new market. By leveraging this powerful innovative technology, brands have the potential to reach a new generation of consumers and create an unforgettable experience for them but like previous technologies before them they may invest heavily to see lower than expected returns as consumers move elsewhere. <br/>This positioning paper will consider and evaluate if, when and how the metaverse is currently marketing fashion and if these approaches are successful and which issues they may face going forward and what future creative opportunities it offers for fashion brands. The paper will also discuss the key technologies and projects most influential and areas of development within fashion marketing in the metaverse<br/>
CALIVERSE is a next-generation AI metaverse platform that seamlessly combines immersive shopping, live performances, gaming, and Web3 user-generated content into a unified virtual experience. Built on cutting-edge technologies such as Unreal Engine 5, AI-powered lighting, VR AI enhancement, real time live-action rendering integration, and 3D AI conversion, CALIVERSE delivers an incredibly lifelike virtual world. The platform supports multiple environments, including PC, VR HMD, and glasses-free 3D displays (Screen Protector), delivering high-fidelity 4K+ virtual experiences with premium quality and deep immersion. In particular, CALIVERSE seamlessly composites live-action footage with real-time rendered graphics and utilizes AI lighting and image enhancement technologies to deliver natural and visually coherent virtual performances. It can depict audiences of over 80,000, setting it apart from conventional metaverse platforms designed for younger users. By integrating Korea's advanced server networking technology, CALIVERSE enables massively scaled simultaneous connections, setting a new standard for ultra-immersive next generation metaverse platforms.
In this study, the Web3-based metaverse game platform promotes a user-centered creator economy and has an important influence on NFT value and user experience. The effectiveness of creating finished and modular game assets was compared and analyzed for The Sandbox. A research model was designed in which the quality of use of ISO/IEC 25010 was set as an independent variable and the parameters and dependent variables of the Extended Technology Acceptance Model (ETAM). A group of 20 experts were verified by the Delphi technique and performed an empirical analysis. The modular asset increased the intention to continue using by enhancing the perceived ease of use compared to the completed type. This suggests that the modular asset contributes to the revitalization of the NFT-based economy in the Web3 metaverse environment.
This study provides a structured literature review of consumer behaviour in the metaverse, exploring motivations for metaverse use, adoption, avatar engagement, virtual goods purchases, non-fungible tokens (NFTs), and the impact of brand experiences on real-world product purchase intentions. For this purpose, a systematic review of peer-reviewed articles published over the past two decades was conducted. From an initial pool of 209 articles retrieved from electronic databases, 36 met the inclusion criteria and were thematically analysed. Key trends, knowledge gaps, and future research directions were identified. A novel adaptation of the engagement framework was proposed, categorizing consumer behaviour in the metaverse into three stages: pre-engagement, engagement, and post-engagement. The review reveals that Second Life is the most studied platform, with surveys being the predominant research method. Research has primarily focused on retail, fashion, and tourism, particularly virtual product purchases. Despite providing valuable insights, existing studies reveal substantial research gaps and limited theoretical development. The proposed framework organizes recurring themes and provides a foundation for future research, highlighting the need for empirical evidence to further advance the field. This study is one of the first to systematically review consumer behaviour research in the metaverse and propose a stage-based framework, contributing to theoretical understanding and offering structured directions for future empirical research. JEL Classification: M31; O32; Q55 Article History: Received: June 30, 2025; Reviewed: September 5, 2025; Accepted: September 22, 2025; Available online: September 29, 2025.
Since 2020, the rapid expansion of the non-fungible token (NFT) market has transformed multiple industries, particularly fashion, as luxury brands integrate blockchain-based technologies into digital collectibles. Among the key adopters of fashion NFTs, Chinese male Generation Z consumers exhibit high digital literacy and speculative investment tendencies, making them a critical demographic in shaping NFT consumption trends. However, research on their decision-making processes, motivational drivers, and behavioral patterns remains scarce. This study employs qualitative research methods using grounded theory to explore the underlying mechanisms influencing Gen Z male consumersโ engagement with fashion NFTs. Findings reveal that perception of NFT featuresโincluding trend-driven exposure and cultural reliabilityโdirectly influences cognitive and emotional responses, particularly regarding financial considerations, risk perception, and gamification incentives. These responses, in turn, shape behavioral intentions and consumption patterns, such as strategic investment behavior and psychological engagement. Additionally, long-term impact and market exit strategies moderate the relationship between consumer perception, emotional responses, and purchasing behavior, influencing whether users sustain engagement or withdraw from the market. This study contributes to NFT consumer behavior research by extending perceived value theory and offering insights into market regulation, brand strategy, and consumer trust in digital assets.
Consumer Perception and Purchasing Behavior
Consumer Behavior in Brand Consumption and Identification
This study explores how the characteristics of Non-Fungible Tokens (NFTs)โauthenticity, rarity, and inter- activityโaffect consumers' perceptions of emotional, functional, social, economic, and intellectual value and whether these types of perceived value influence potential purchasing behavior. A survey was conducted using a sample of 300 Korean consumers, aged from their teens to 50s, with experience using the Metaverse. The questionnaire, adapted from validated measures in previous studies, employed a 7-point Likert scale to assess these perceptions. The analysis involved descriptive statistics, factor analysis, correlation analysis, and regression analysis via IBM SPSS 25. The results revealed that rarity and interactivity significantly enhance emotional value, while authenticity, rarity, and interactivity strongly correlate with functional, social, economic, and intellectual value. Moreover, they showed that emotional and social value are pivotal in predicting purchasing behavior. These findings suggest strategic directions for leveraging NFTs in consumer engagement and value creation.
The emergence of the metaverse has opened up new possibilities for businesses, entrepreneurs, and consumers, reshaping the way industries operate and interact with their audiences. As the virtual world expands, new business opportunities have emerged, allowing entrepreneurs to create innovative products, services, and experiences in entirely digital spaces. However, the potential of the metaverse for entrepreneurship remains underexplored. This research aims to examine how the metaverse offers new business opportunities and challenges for entrepreneurs in various sectors. The study utilizes a qualitative research design, conducting in-depth interviews with entrepreneurs and industry experts who are actively engaging with the metaverse. Data was gathered through semi-structured interviews and analyzed thematically to identify key trends, business models, and challenges faced by startups in virtual environments. The findings reveal that the metaverse provides entrepreneurs with access to a global market, greater consumer engagement, and new forms of monetization through virtual goods and services. However, challenges such as technical barriers, user adoption, and regulatory concerns persist. Entrepreneurs leveraging the metaverse tend to adopt business models that include virtual real estate development, NFTs (non-fungible tokens), and immersive experiences. In conclusion, the metaverse presents significant business opportunities, but entrepreneurs must navigate various challenges related to technology, market dynamics, and consumer behavior.
Objective: This research aims to explore how elements of immersive brand experiences in the metaverse-including gamification, interactive narrative, social interaction, visual realism, and the use of blockchain technology and NFTs-contribute to emotional engagement, belonging, and consumer loyalty. Research Design & Methods: This study uses an exploratory qualitative approach with in-depth interview techniques with more than 20 participants who actively interact with brands on metaverse platforms such as Roblox, Decentraland, and The Sandbox. Data analysis was conducted through a thematic approach to identify patterns of consumer engagement and perception. Findings: The results show that immersive experiences that are participatory and personalized drive strong emotional attachment to brands. Gamification increases intrinsic motivation, interactive narratives deepen the emotional experience, and social interactions form a sense of community. Realistic visualizations increase trust, while NFT ownership provides a sense of exclusivity and control that strengthens consumer loyalty. Implications & Recommendations: Brands are advised to design holistic metaverse experiences, integrating game elements, stories, communities and blockchain-based digital assets to build more meaningful and sustainable relationships with consumers. Contribution & Value Added: This research makes a theoretical contribution to the study of digital marketing and brand engagement by highlighting the importance of a multidimensional approach based on immersive technology in building consumer loyalty in the Web3 era.
Non-Fungible Tokens (NFTs) are an important element of the Metaverse as they support functionalities at various Metaverse layers, including the creation, trade, and ownership of digital assets. This paper focuses on the details of NFT dynamics within the Metaverse and emphasizes the mechanisms that support value creation and distribution in this area. This chapter explains the role of NFTs in decentralized ownership tracking, as well as addressing the challenges related to copyright and intellectual property. We draw parallels between traditional and virtual economies and highlight key differences and similarities. Moreover, we investigate the influence of NFTs on wealth disparity and the distribution of digital assets, and we report their potential benefits and drawbacks.
Sumaira Aslam, Muhammad Ussama Majeed, Zahid Hussain
Purpose: This paper investigates the impact of Non-fungible Tokens (NFTs), Metaverse Engagement (ME), and Digital Personalization (DP) on Brand Accessibility (BA) with a focus on the mediating role of Inclusive Brand Strategies (IBS). Methodology: A total of 256 participants from the Fashion retailing sector participated in the paper. Data analysis using SEM with the SMART-PLS tool using a purposive sampling strategy. Findings: NFTs, Metaverse Engagement and Digital Personalization all Significantly enhance Brand Accessibility. Furthermore, it was discovered that inclusive brand strategies mediate this link highlighting the significance of inclusive strategies in improving brand accessibility. Originality/Value: This paper adds to the growing body of knowledge about brand accessibility in modern technology. It gives brands looking to promote accessibility and inclusion into their online presence beneficial knowledge by looking at the significance of novel technologies and Inclusive tactics.
Diverse Topics in Contemporary Research
Diverse Approaches in Healthcare and Education Studies
This is an accepted article with a DOI pre-assigned that is not yet published.Virtual luxury NFT (non-fungible tokens) wearables, introduced by luxury fashion brands, primarily represent digital versions of clothing and accessories minted as NFTs. While young consumers are the key consumer segment for virtual luxury NFTs, research fully investigating young consumersโ motivations to purchase virtual luxury NFTs are scarce and limited, with only a few investigating consumersโ general interest in fashion NFTs employing a qualitative approach or primarily focusing on economic or technical value of NFTs. Drawing from the Customer Value Framework (CVF), this study aims to investigate how multifaceted perceived values associated with luxury consumption and virtual product consumption influence the purchase attitude of young consumers and their willingness to purchase and pay price premiums for virtual luxury NFT wearables. Furthermore, this study explores the moderating effects of gender and income to account for variations in interests and knowledge among different demographic groups.
Rapid advances in digital technology are transforming higher education. The Metaverse, combining virtual, augmented, mixed, and extended reality technologies, blockchain, digital twins, and non-fungible tokens, offers an exciting, personalised, and interactive learning experience, making it a powerful tool in modern higher education. In this paper, the authors set out to analyse scientific sources that highlight the use of the Metaverse in combination with AI technologies to improve higher educa-tion. To achieve this goal, scientific papers were selected from three international scientometric data-bases (Scopus, Web of Science, ERIC), a search strategy was developed based on key search queries and inclusion and exclusion criteria, and a bibliometric analysis and narrative review of the selected scien-tific papers was conducted. Using bibliometric analysis in VOSviewer, network visualisation was per-formed to analyse and display the co-occurrence of keywords in the selected scientific publications. A narrative review of the papers selected according to the established criteria was used to identify ways to combine the Metaverse with AI technologies to enhance higher education; the main directions include the creation of user-friendly and useful environments and their expansion to virtual university campu-ses, the implementation of AI capabilities for security in the Metaverse, creating personalised user expe-riences based on their behaviour and preferences, facilitating real-time communication, generating con-tent for the Metaverse, combining the physical and digital worlds, and implementing AI tutoring.
Adrian Micu, Alexandru Cฤpฤศรฎnฤ, Mihaela Muntean, Mihaela Muntean ยท 6 authors
This paper explores the matchmaking between augmented reality (AR) and Web3 technologies within the context of ecotourism, providing a bibliometric analysis of the research landscape to understand how these digital innovations are empowering sustainable tourism practices.Using data from the Web of Science Core Collection, we conducted a targeted search that provided the key themes and clusters for the research.The findings reveal four primary clusters: AR and Metaverse in immersive tourism experiences, decentralization and security in community-driven tourism management, AI-enhanced AR for ecotourists' engagement, and blockchain outcomes for ecotourism initiatives.This study contributes to the literature by clarifying the roles of AR and Web3 in promoting responsible tourism, fostering trust, and empowering local communities through decentralized models.