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How Are Brand Activity and Purchase Behavior Affected by Digital Marketing in the Metaverse Universe?

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Beyond Reality: Navigating the Power of Metaverse and Its Applications (IMDC-IST 2024)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 876))

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Abstract

With the widespread adoption of Metaverse for digital marketing purposes, a debate has flourished about the opportunities it offers to both customers and marketing companies. To address the issues relevant to digital marketing and the metaverse, a novel paradigm is proposed in this paper that investigates how the metaverse (novelty, interactivity, vividness) might impact digital marketing. The paper also investigates the mediating role of digital marketing in the relationship between brand activity and purchase behavior. The sample of this research included 350 clients selected from the hotel, restaurant, and service sectors who deal with services that are marketed according to metaverse tools. The study also provides a checklist for researchers to investigate the potential benefits of the relationship between the metaverse and digital marketing.

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Author information

Authors and Affiliations

  1. Management Technical College, Southern Technical University, Basrah, Iraq

    Nadia Atiyah Atshan

  2. Department of Business Administration, Basrah University College for Science and Technology, Basrah, Iraq

    Hasan Oudah Abdullah

  3. Department of Business Administration, College of Administration and Economics, University of Basrah, Basrah, Iraq

    Hadi AL-Abrrow

  4. Institute of Business Studies, Kohat University of Science and Technology, Kohat, Pakistan

    Sammar Abbas

Authors
  1. Nadia Atiyah Atshan
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  2. Hasan Oudah Abdullah
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  3. Hadi AL-Abrrow
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  4. Sammar Abbas
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Corresponding author

Correspondence to Sammar Abbas .

Editor information

Editors and Affiliations

  1. The British University in Dubai, Dubai, United Arab Emirates

    Mostafa Al-Emran

  2. Southern Technical University, Basrah, Iraq

    Jaber H. Ali

  3. Faculty of Economics, University Niccolò Cusano, Rome, Italy

    Marco Valeri

  4. Southern Technical University, Basrah, Iraq

    Alhamzah Alnoor

  5. Southern Technical University, Basrah, Iraq

    Zaid Alaa Hussien

Appendices: Study Scale

Appendices: Study Scale

Metaverse: (Yim et al., 2017)

Metaverse Vividness

  1. 1.

    The visual display & Audio through the Metaverse technology was clear.

  2. 2.

    The visual display & Audio through the Metaverse technology were sharp.

  3. 3.

    The visual display and audio through the Metaverse technology were detailed.

  4. 4.

    The visual display and audio through the Metaverse technology were vague.

  5. 5.

    The visual display and audio through the Metaverse technology were vivid.

  6. 6.

    The visual display and audio through the Metaverse technology were well-defined.

Metaverse Interactivity

  1. 7.

    You were in control of communicating with brands through Metaverse technology.

  2. 8.

    You have some control of the Brand’s Metaverse technology.

  3. 9.

    The brands in Metaverse can respond to your specific needs quickly and efficiently.

Metaverse Novelty

  1. 10.

    Using the Metaverse Technology feature offers something new each time.

  2. 11.

    Using the Metaverse Technology feature offers unique information.

  3. 12.

    Using the Metaverse Technology features something different each time for me.

  4. 13.

    Using the Metaverse Technology feature offer specific content.

Digital marketing: (Yadav & Rahman, 2017)

Interactivity

  1. 1.

    social media for e-commerce enables me to share and update the current content.

  2. 2.

    This online retailer communicates with its customers frequently.

  3. 3.

    social media for e-commerce makes it easier to have two-way conversations with loved ones.

Informativeness

  1. 1.

    social media for e-commerce provides accurate product information.

  2. 2.

    social media for e-commerce provides helpful information

  3. 3.

    E-commerce's social media platforms offer thorough information.

Personalization

  1. 1.

    social media for e-commerce recommends products based on my needs

  2. 2.

    I believe that using social media for e-commerce satisfies my needs.

  3. 3.

    social media for e-commerce makes it easier to find personalized information

Trendiness

  1. 4.

    The newest trend is content that is accessible on social media for e-commerce.

  2. 5.

    Using social media for e-commerce is hip.

  3. 6.

    social media for e-commerce offers everything that is in style.

Word of Mouth

  1. 7.

    I would advise my friends to check out social media for e-commerce.

  2. 8.

    I would recommend e-commerce social media to my friends and acquaintances.

  3. 9.

    On e-commerce social media, I want to tell my friends and acquaintances about my shopping experiences.

Brand Activity (Developed for this study)

  1. 1.

    I am very present on the social networking sites of my brand page that I deal with.

  2. 2.

    I share content that I like on my brand's social media sites, which I deal with on an ongoing basis.

  3. 3.

    It took me a short time to create content that supported my brand.

  4. 4.

    I participate in events and events that my brand creates on social media.

Purchase Behavior (Omar & Atteya, 2020)

  1. 1.

    I would prefer making an online purchase rather than going to the outlet.

  2. 2.

    I would prefer to buy from a store where I may get better offers, like free home delivery.

  3. 3.

    Shopping online is too time-consuming.

  4. 4.

    I would compare the performance of the product(s) with that of the promise made by the website.

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Atshan, N.A., Abdullah, H.O., AL-Abrrow, H., Abbas, S. (2023). How Are Brand Activity and Purchase Behavior Affected by Digital Marketing in the Metaverse Universe?. In: Al-Emran, M., Ali, J.H., Valeri, M., Alnoor, A., Hussien, Z.A. (eds) Beyond Reality: Navigating the Power of Metaverse and Its Applications. IMDC-IST 2024. Lecture Notes in Networks and Systems, vol 876. Springer, Cham. https://doi.org/10.1007/978-3-031-51300-8_8

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