Metaverse marketing: avatars as the future of brand engagement

Sarwar, Abdullah and Aysa Siddika, Aysa and Tareq, Mohammed Ali and Obeng, Hayord Asare and Rahman, Shaikh Fazlur and Abdul Razak, Dzuljastri (2026) Metaverse marketing: avatars as the future of brand engagement. Emerging Science Journal, 10 (2). pp. 782-799. E-ISSN 2610-9182

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Abstract

The Metaverse, a virtual space where users interact via avatars, presents a burgeoning platform for marketing endeavors. Unlike traditional social media marketing, which broadcasts to a passive audience, Metaverse marketing facilitates two-way engagement in immersive settings. This is especially relevant for brands aiming to connect with digitally savvy generations, such as Gen X, Millennials, and Gen Z, whose expectations for interactivity and personalization continue to grow. While previous studies have assessed the broader pros and cons of Metaverse marketing, this study examines the avatar as a catalyst for consumer interaction and brand loyalty. The central question was to investigate how avatars influence brand engagement, with a focus on emotional connection and self-expression within the virtual environment. This study explores consumer perceptions, attitudes, and behaviors towards avatars among 398 Malaysian adults. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data. Findings reveal that avatars are effective in enhancing brand recall, trust, and emotional connection. The results also indicate that metaverse brand awareness, customer awareness, trust, and credibility, as well as emotional connection, serve as mediators in the relationship between avatar usage and Metaverse brand engagement. Implications for marketers and future study directions are discussed, highlighting the significance of avatar-based marketing in the evolving digital commerce landscape

Item Type:	Article (Journal)
Uncontrolled Keywords:	Metaverse, Brand Awareness, Consumer Engagement, Trust and Credibility, Brand Engagement, Malaysia
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	International Institute for Halal Research and Training (INHART)
Depositing User:	Dr Dzuljastri Abdul Razak
Date Deposited:	03 Jun 2026 10:39
Last Modified:	03 Jun 2026 10:39
Queue Number:	2026-05-Q3567
URI:	http://irep.iium.edu.my/id/eprint/129150

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