Immersive brand innovation in the metaverse: Virtual reality as a catalyst for strategic, technological, and consumer transformation
Rakibul Hasan Chowdhury, Md. Kausar Alam, Syed Habib Anwar Pasha, Muhammad Iqbal Hossain, Fatin Wahab Plabon, Udoy Sankar Saha, Md Imtiaz Faruk · World Journal of Advanced Engineering Technology and Sciences · 2023
As immersive technologies redefine consumer-brand interactions, Virtual Reality (VR) has emerged as a strategic enabler in the evolving landscape of Metaverse marketing. This study investigates how VR enhances brand engagement by offering immersive, emotionally resonant experiences across virtual platforms. Using a mixed-methods approach, including expert interviews, consumer surveys, and case studies of brands such as Nike, Gucci, and Coca-Cola, the research explores VR's effectiveness in fostering consumer attention, brand recall, and loyalty. Beyond consumer behavior, the study integrates interdisciplinary perspectives highlighting the role of mechanical design and automation in building immersive infrastructure, financial systems in supporting tokenized brand economies, supply chain management in enabling real-time fulfillment, and digital business management in orchestrating cross-functional strategies. Findings reveal that VR not only amplifies engagement metrics but also necessitates organizational agility, secure digital governance, and redefined monetization frameworks. The study concludes with implications for practice and academia, and proposes directions for future research on AI integration, blockchain-based marketing, and equitable access to immersive brand experiences. Keywords: Virtual Reality (VR); Metaverse Marketing; Immersive Branding; Consumer Engagement; Experiential Marketing; Digital Business Management; Mechanical Design and Automation; Tokenized Assets; Smart Supply Chains; Blockchain; AI-Driven Personalization; Strategic Innovation; Digital Ecosystems; Emerging Technologies; Decentralized Marketing Platforms