Virtual Shopping in The Metaverse: How Brand Engagement in Self-Concept Influence Brand Loyalty

The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty in the virtual shopping in the metaverse. By examining the relationship between consumers' self-concept and their engagement with brands in the virtual shopping environment, this research contributes to a deeper understanding of consumer behavior in this emerging digital landscape. An online self-administered questionnaire was developed and administered to a convenience sample of virtual shopping participants. The findings highlight the significant role of brand engagement in self-concept in driving brand loyalty within the metaverse. Implications for managers include the importance of understanding consumer self-concept, personalizing and customizing experiences, fostering emotional connections, facilitating social interaction and community building, utilizing data-driven personalization and staying adaptable to changes within the metaverse. By considering these implications, managers can effectively cultivate brand loyalty and create meaningful consumer experiences in the virtual shopping space on the metaverse. The findings contribute to the understanding of consumer behavior in virtual shopping environments and provide insights for marketers on how to effectively engage consumers' self-concept to foster brand loyalty in the metaverse.