# LET'S CONNECT IN METAVERSE. BRAND'S NEW DESTINATION TO INCREASE CONSUMERS' AFFECTIVE BRAND...

## Overview

**Authors:** Yousra Bousba, Dr. Vikas Arya

**Publication Date:** 2022

**Link:** <https://www.amity.edu/gwalior/jccc/pdf/june-2022-19.pdf>

**Keywords:** Gamification, Metaverse, consumer engagement, brand satisfaction, interactivity, novelty, virtual experiences, luxury retail, digital marketing, brand advocacy

**Type:** Peer-Reviewed Journals/White Papers

## Summary

The article examines how brands can increase consumer engagement and satisfaction by using gamification in the Metaverse. It explores how factors like novelty, interactivity, and vividness impact consumer experiences in virtual environments. The study finds that gamified marketing activities in the Metaverse enhance brand engagement, leading to greater consumer satisfaction and advocacy. The research highlights the potential of virtual experiences for brands to build stronger connections with consumers, particularly in the luxury retail sector.