Employing Metaverse Marketing Through Gaming And Its Impact On Customer Experience: Evidence From Multiple Online Gaming Platforms

Abstract

Objectives: The main objective of current study to explore the impact of employing Metaverse marketing (Presence, Avatar, Home Space, Teleporting, Interoperability, Privacy and Safety, Virtual Goods and Natural Interfaces) through gaming platforms and its influence on customer experience. Methods: The methodological approach of study was quantitative and deductive in its philosophical approach; a random sample of customers who play online games responded to (450) questionnaire. SPSS was employed in order to process and analyze primary data. Results: Results of analysis indicated that foundational concepts of Metaverse marketing had a statistically significant influence on customer experience with R= 0.862 and a variance of 74.3% in influence which accepted the main hypothesis of the study. Regarding the foundational concepts of metaverse marketing, it was see that all variables were influential in enriching customer experience in marketing, the highest influence was scored by natural interfaces with R= 0.784 and a variance of 61.4% in influence which indicated that the natural interfaces in metaverse marketing supported a better customer experience with the purchasing and marketing process. Recommendations:Study recommended the organizations should work harder into investments in digital real estate and crypto-currency. Further recommendations were presented.