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The authors contributed equally to this work and are listed in alphabetical order. The authors thank the managers from the market research firm, Repères, especially François Abiven and Emilie Labidoire, for their help during data collection. The authors may be contacted at the following e-mail addresses: haenlein@escpeurope.eu; mail@andreaskaplan.e...
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... resulted in a final sample of 580 respondents (80.9%). Table 1 provides some basic descriptive informa- tion regarding our final sample. 28% of our respon- dents visited the Mercedes Benz Island, 26% the Sony BMG Island, 24% the Dell Island, 11% the Nike main store, and 10% the Philips Design Island. ...
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Citations
... Metaverse-related marketing studies comprise three research streams (Barrera and Shah, 2023). First, research mainly focused on virtual worlds (e.g., Haenlein and Kaplan, 2009;Nah et al., 2011;Tikkanen et al., 2009). The second stream focuses on specific XR technologies (e.g., Xu et al., 2023), for example, VR (e.g., Peukert et al., 2019;van Kerrebroeck et al., 2017) or AR (e.g., Yim et al., 2017) as well as interface devices (e.g., Liu et al., 2019). ...
... The last research stream refers to the marketing potential of the emerging metaverse (Dwivedi et al., 2022;Hennig-Thurau et al., 2022;Khatri, 2022). Starting with the essential virtual worlds-related marketing literature, Haenlein and Kaplan (2009) found positive spillover effects by examining how visiting brand stores within virtual worlds affects brand attitude and real-world purchase intention. Tikkanen et al. (2009) discovered that traditional advertising is less effective in virtual worlds, and innovative marketing methods supporting users' active roles can help build customer relationships. ...
... The Organism (O) dimension represents the internal psychological processes of an individual, including emotional states (i.e., pleasure) and cognitive evaluations, which mediate the relationship between the stimulus and the resulting response (Mehrabian and Russell, 1974). These internal processes can be influenced by past experiences and personal expectations (Haenlein and Kaplan, 2009). The Response (R) dimension denotes the resulting behaviour or action intention that emerges from an individual's internal psychological processes (Mehrabian and Russell, 1974). ...
As technological harbingers of the future metaverse, metaverse applications like Zwift and MyWhoosh potentially revolutionise traditional product advertising. Thus, this study aims to understand metaverse application users' real-world purchase intention formation based on the Stimulus-Organism-Response framework. Analysis of survey data with 179 Zwift users and corresponding usage data reveals that metaverse application stimuli enhance users' sense of telepresence, positively affecting their attitudes toward the metaverse application brand and integrated product brands. Furthermore, we illuminate a positive spillover effect between metaverse application and product brand attitudes as well as competitive direct and indirect relationships between brand attitudes and purchase intention of integrated products. Our results contribute to IS research by enhancing the understanding of users' real-world purchase intention formation in highly developed virtual environments, especially with haptic and audio-visual product interaction. Moreover, we offer guidance for metaverse application providers, advertisers, and users to enhance future metaverse design and virtual product experiences.
... Studies on virtual worlds of Second Life, however, focus on technological glasses such as headmounted displays and hand-based input devices (Cheng et al., 2022;Yung et al., 2022) and applicative/ utility perspectives such as the effectiveness of collaborative learning and virtual teams (Li et al., 2022;Minocha & Morse, 2010), the potential for enterprise and business creation (Noke & Chesney, 2014;Zhou et al., 2018), in the context of education: experiential learning, constructionist learning, and librarianship (Floyd & Frank, 2012;Girvan & Savage, 2019;Sidorko, 2009), in healthcare: as a virtual therapy tool to increase psychological resilience during the pandemic (Paul et al., 2022), while in marketing: exposure in Second Life positively influences brand attitude, consumer trust, user perception, and real-world purchase intention (Haenlein & Kaplan, 2009;Peng & Ke, 2015). ...
Tujuan dari studi ini adalah mengusulkan pendekatan pengukuran untuk mengukur virtual experiential marketing (VEM). Berdasarkan teori strategic experiential modules (SEMs) dan telepresence, studi ini mengusulkan skala untuk mengukur VEM. Kajian dilakukan di dunia maya menggunakan 140 sampel dari pengguna Second Life. Dalam menguji seberapa baik variabel terukur dalam mewakili konstruk, penelitian ini menggunakan confirmatory factor analysis (CFA). Hasil penelitian menunjukkan semua fit indice mengindikasikan bahwa skala VEM memiliki enam faktor konstruk (Sense, Feel, Think, Act, Relate dan Telepresence); hasil menunjukkan bahwa model lengkap dan valid. Penelitian ini adalah salah satu yang pertama dalam menginvestigasi pengukuran virtual experiential marketing dalam dunia maya.
... These studies also found that positive attitude toward the specific media platform can influence brand attitude which in turn affects brand image due to their strong association. According to Haenlein and Kaplan (2009), consumers' attitudes toward virtual stores and real-world brands are positively related. A positive experience with a branded virtual world would add positive associations to the focal brand, through association transfers whereby associations of the metaverse brand experience can 'spill-over' to the brand (Keller, 1993;Rauschnabel et al., 2019). ...
... H. Kim et al., 2013;Verhagen et al., 2015) rather than across platforms. According to Haenlein and Kaplan (2009), there was a spill-over effect of customer attitudes from the virtual world to the real world. Spill-over effects have been found across online and offline channel/platform promotion (Y. ...
The metaverse connects the physical and digital worlds to improve the consumer experience, but little is known about how consumers respond to branded virtual worlds in real life. This study proposes a model to investigate the influence of metaverse experiential value on consumer's brand perception and behavioral responses in the virtual and real world. The covariance-based SEM analysis was conducted based on data from 702 Thai users of Asia's largest metaverse platform. Results revealed that all three dimensions of value indirectly affect consumer-brand engagement (CBE) through brand image and virtual purchase intention. Hedonic value had no direct effect on consumer responses, but on symbolic and utilitarian value which in turn influences CBE and virtual purchase respectively. As one of the first empirical studies on metaverse brand experience, this study contributed by incorporating multidimensional and interrelated experiential value and examining the mediating role of brand image and virtual purchase. The findings suggest brand design the branded virtual environment to facilitate consumer learning and virtual ownership, and align virtual merchandise and store ambiance with the real world to unify the brand image in both worlds.
... Brand attitude is developed by various encounters which a customer has while making a purchase. As result of this brand attitude leads to shaping behaviours (Spears and Singh, 2004), thus leading to intention to purchase (Bagozzi, 1981;Spears and Singh, 2004) whether it is an online platform (Haenlein and Kaplan, 2009) or traditional way (Shimp, 1981) of marketing, attitudes occupy a very important role in strategic planning. Brand attitude show the consumers assessment of a brand (Keller, 1993). ...
... Physical telepresence also has a positive effect on offline user satisfaction. Haenlein and Kaplan (2009) revealed that consumer perception of the presence and mood of an offline store increases their confidence in the store and purchase intentions when shopping online, which is consistent with the results of this study. Suntornpithug and Khamalah (2010) revealed that physical telepresence in the offline environment positively influences online shopping intention. ...
To stay competitive, retail companies have introduced innovative retailing strategies for enhancing the consumer experience. Among these, omnichannel retailing services are one of the most critical services. However, studies on the loyalty required to secure the market using omnichannel strategies are limited. Instead of arbitrarily selecting key factors for users’ loyalty based on previous research data used by users in social networking services were evaluated in this study, and the validity of the selection of variables was verified through network analysis. A structural equation model based on the results of network analysis and the factors influencing online loyalty and offline loyalty were analysed using the model. Therefore, independent variables except for perceived usability exhibited a positive effect on user satisfaction, and user satisfaction had a positive effect on loyalty. Furthermore, offline user satisfaction exhibited a positive effect on online loyalty, but online user satisfaction did not. Suggestions for future research and corporate strategy were provided.
... Brand attitude is developed by various encounters which a customer has while making a purchase. As result of this brand attitude leads to shaping behaviours (Spears and Singh, 2004), thus leading to intention to purchase (Bagozzi, 1981;Spears and Singh, 2004) whether it is an online platform (Haenlein and Kaplan, 2009) or traditional way (Shimp, 1981) of marketing, attitudes occupy a very important role in strategic planning. Brand attitude show the consumers assessment of a brand (Keller, 1993). ...
... www.ijacsa.thesai.org Previous research [8], [21], [24], [32], [65] indicate that the presence of virtual shoppers and their spending in 3D virtual stores is increasing day-by-day; however, research in the context of 3D VRR atmospheric is quite limited. ...
... Traditional web or online stores were using web 2.0 technology and hence had many discrepancies [21]. Such as product image in web 2.0 technology base online retail stores was not a true picture of the product, and social cue was missing in them and customers were not fulfilling their hedonic needs of shopping [8], [65], [67]. ...
The aim of this study is to investigate the effect of music, as an atmospheric cue of 3D virtual reality retail (VRR) stores, on shoppers' emotions and behaviour. To complete this research, a major empirical study was conducted in Second Life (SL) which is one of the most mature virtual worlds (VWs). The effect of the music on shoppers' emotions was experimentally tested in computer labs. Pre-test and post-test were conducted to evaluate the emotion levels before and after experiencing 3D VRR stores. Detailed mediation analysis was done with the PROCESS tool at the later stage of the analysis. This research confirmed 'music' as an atmospheric cue of 3D Servicescape. Results of this research determined the effect of music on shoppers' arousal, pleasure and consequent shopping behaviour. Further, this research could not identify the direct effect of arousal on shoppers' behaviour, however, it was a major source of inducing pleasure and increasing shoppers' positive approach behaviour. This paper contribute to better understanding the 3D VRR store atmospheric, role of music in it, shoppers' emotions and behaviour.
... In their paper on virtual social worlds, Kaplan and Haenlein (2009b) identify three different ways in which companies can advertise in virtual worlds such as Second Life: setting up flagship stores, advertising in virtual malls or buildings (e.g., virtual billboards) and sponsoring events in the virtual world (e.g., musical performances, movies and videos). In a study on flagship brand stores within virtual worlds, Haenlein and Kaplan (2009) showed that there is a significant positive relationship between consumers' attitudes towards flagship stores in Second Life, and their attitudes towards the real-life brand, illustrating that presence in virtual worlds can support companies' marketing strategies. ...
Previous empirical studies have identified several factors that seem to play a role in determining purchase intent in virtual worlds; three-dimensional online environments in which users interact while represented by their avatars. So far however, a clear overview of these factors is lacking, and the question that remains is what factors affect purchase intent most. Therefore, this study aims to create an overview of factors that influence users’ purchase intent in virtual worlds, and to subsequently identify the most influential factors. To conduct this review, relevant literature was gathered using a variety of search engines and keywords. An article had to explicitly study factors influencing purchase intent in virtual worlds in order to be included in this review. This search method resulted in a selection of twelve relevant articles that were used for further analysis. Results show that perceived enjoyment, social influence, customization and ease of use are important factors that influence purchase intent in virtual worlds. Enjoyment of the virtual world, beliefs and attitudes of others, avatar customization, and easy-to-use virtual world applications can thus increase users’ willingness to purchase products in the virtual world. Practical implications as well as limitations and suggestions for future research are discussed.
... VWs are providing real world retailers with a unique opportunity to set up their retail business inside these virtual stores (Haenlein and Kaplan, 2009), but the concept of retailing in VWs is quite different to that of traditional web 2.0 technology. If traditional online stores are analysed, many discrepancies will be found; for instance, the images of products placed on traditional online stores are not true representations of the real product (Keeney, 1999). ...
... The retail stores are built within a 3D electronic environment where all the products are 3D electronic objects that closely resemble the real world product. Moreover, visitors of VRR stores can also interact with one another (Haenlein and Kaplan, 2009). Virtual reality retail stores are the most appropriate representation of real world stores, which could enhance a company's branding and advertising campaigns. ...
... It fundamentally changes the way businesses and consumers behave (Qualman, 2012), it is instrumental to the success of individuals and businesses (Haenlein and Kaplan, 2009) and it also affects political regimes (Howard et al., 2011;Lamer, 2012). In particular, automatic interaction in natural language in social media is now a common theme, as seen in the rapid popularization of chat applications, chat-bots, and "smart agents" aiming to conduct human-like interactions in natural language. ...
