Emergence of Consumer Brand Engagement into the Metaverse: A Thematic Analysis

Abstract

This article delves into the evolutionary journey of consumer engagement (CE) from its inception in the digitally mediated landscape of Web 2.0 to its expanding presence within the Metaverse. Acknowledging the pivotal role of technology in reshaping consumer-brand interactions, the study examines the antecedents of CE across different technological aeras, particularly focusing on Virtual Reality (VR) and Augmented Reality (AR). Employing a selective review of literature methodology, ten Scopus-listed papers per stage are critically analysed to elucidate the progression of CE and its intricate relationship with emerging technologies. Furthermore, the research investigates the impact of Marketer Generated Content characteristics on various components of CE, including valence, content types, vividness, and interactivity. This comprehensive exploration contributes to a nuanced understanding of CE dynamics, offering insights vital for marketers navigating the ever-evolving landscape of consumer engagement.