Gamified marketing and brand polarization in the metaverse: a multigroup analysis

Purpose This study investigates the influencing factors of gamified marketing activities (GMA) in the metaverse on brand polarization through brand love and brand pride. The study also extended the understanding of the relationship by including a multigroup analysis of virtual environments (2D versus 3D). Design/methodology/approach A total of 480 samples were collected in China using the purposive sampling technique from metaverse users, and data were analysed using PLS-SEM. Findings This study revealed that GMA significantly affect brand pride and love, both of which positively predict brand polarization and mediate the relationship between GMA and brand polarization. Additionally, MGA results show a significant difference between 2D and 3D in three key paths: (1) GMA and brand love, (2) brand love and brand polarization, and (3) the indirect effect of GMA on brand polarization through brand love. Originality/value This study theoretically contributes by revealing the significance of GMA to brand polarization. It extends the understanding of GMA that influences mere hedonic values and leads to an extreme passionate attachment to the brand. The current study also offers insightful recommendations to the industry by examining the characteristics of GMA with the consumer-preferred dimensions as the strengthening predictor.