Treasure Hunting for Brands: Metaverse Marketing Gamification Effects on Purchase Intention, WOM, and Loyalty

This study explores the impact of Metaverse Gamified Marketing Activities (MGMA) on Positive Word-of-Mouth (PWOM) intention, purchase intention, and brand loyalty within the metaverse. Drawing from an online survey involving 516 consumers based in the UK, the empirical evidence demonstrates that MGMA has a favorable influence on brand satisfaction, hedonic value, utilitarian value, and engagement. Moreover, the results show that brand satisfaction, hedonic value, utilitarian value, and engagement all positively influence brand love. Furthermore, PWOM, purchase intention, and brand loyalty are positively influenced by brand love. From a theoretical perspective, this study extends the theoretical application of the Stimulus-Organism-Response (S-O-R) model to encompass interactive virtual brand experiences, thereby establishing a foundation for the development of S-O-R frameworks that incorporate the immersive characteristics of metaverse environments. Within the S-O-R model, our findings highlight how metaverse marketing influences brand PWOM, purchase intention, and loyalty, advancing its application in metaverse-gamified marketing.