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Deepening Branding Opportunities in VR-Based Metaverses. A Qualitative Study

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Maria Vernuccio

    (Sapienza University of Rome)

  • Sara Boccalini

    (Sapienza University of Rome)

  • Michela Patrizi

    (Sapienza University of Rome)

  • Alberto Pastore

    (Sapienza University of Rome)

Abstract

Virtual reality-based metaverses are enabling brands to develop engaging approaches to consumers. Despite the growing interest in this innovative technology, the strand of studies about branding opportunities in VR-based metaverses is still in its infancy. Accordingly, our research aims to analyse three key aspects of branding strategies in VR-based metaverses: technical factors, perceptual dimensions, and branding outcomes. Through a qualitative exploratory approach based on in-depth interviews, our study contributes to the academic literature by providing the first holistic view of branding strategies in VR-based metaverses (high-immersive and low-immersive) from a managerial perspective.

Suggested Citation

  • Maria Vernuccio & Sara Boccalini & Michela Patrizi & Alberto Pastore, 2023. "Deepening Branding Opportunities in VR-Based Metaverses. A Qualitative Study," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López (ed.), Advances in Digital Marketing and eCommerce, pages 37-45, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-31836-8_5
    DOI: 10.1007/978-3-031-31836-8_5
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