Metaverse Marketing: A New Frontier for Brand Engagement and Consumer Loyalty

Author(s)	Harshal Chandel, Arunabh Saikia, Shreyash Chandel, Rajkumar Meena
Country	India
Abstract	This study explores the metaverse as a transformative platform for brand engagement and consumer loyalty. By blending virtual, augmented, and physical realities, the metaverse enables immersive and interactive experiences, reshaping how brands connect with consumers. The research examines strategies employed by brands, such as gamification and virtual showrooms, and evaluates the metaverse's impact on loyalty through personalized and secure interactions. Challenges like technological barriers, privacy concerns, and the need for continuous innovation are discussed. The paper provides actionable recommendations for leveraging the metaverse effectively, highlighting its potential to revolutionize digital marketing while addressing ethical and strategic considerations.
Keywords	Metaverse, Metaverse Marketing, Virtual Realities, Augmented Realities, Physical Realities, Brand Engagement, Consumer Loyalty, Digital Marketing
Published In	Volume 6, Issue 6, November-December 2024
Published On	2024-12-20
Cite This	Metaverse Marketing: A New Frontier for Brand Engagement and Consumer Loyalty - Harshal Chandel, Arunabh Saikia, Shreyash Chandel, Rajkumar Meena - IJFMR Volume 6, Issue 6, November-December 2024.

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