Designing Brand Experiences in the Metaverse: A Systematic Review of Effects on Real-World Purchase Intention
Resumo
This systematic literature review synthesized eleven studies on brand experiences in the metaverse, analyzing their impact on perception of brand value, consumer loyalty, and purchase intention, both in virtual and physical environments. The research investigates how interaction and personalization of virtual experiences influence the relationships of consumers with brands and how these experiences translate into tangible behaviors in the real world. We explore the literature beyond traditional marketing and highlight future opportunities for exploration by technology designers and developers.Referências
Amuso, V., Poletti, G., and Montibello, D. (2021). Virtual, augmented and mixed reality: What are the benefits for SMEs? Global Policy, 12(1):167–170.
Arya, V., Sambyal, R., Sharma, A., and Dwivedi, Y. K. (2024). Brands are calling your AVATAR in metaverse–a study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world. Journal of Consumer Behaviour, 23(2):556–585.
Badampudi, D., Wohlin, C., and Petersen, K. (2015). Experiences from using snowballing and database searches in systematic literature studies. In Proceedings of the 19th International Conference on Evaluation and Assessment in Software Engineering, EASE ’15, pages 1–10, New York, NY, USA. Association for Computing Machinery.
Bousba, Y. and Arya, V. (2022). Let’s connect in metaverse: Brand’s new destination to increase consumers’ affective brand engagement & their satisfaction and advocacy. Journal of Content, Community and Communication, 15(8):276–293.
Brakus, J. J., Schmitt, B. H., and Zarantonello, L. (2009). Brand experience: What is it? how is it measured? does it affect loyalty? Journal of Marketing, 73(3):52–68.
Brereton, P., Kitchenham, B. A., Budgen, D., Turner, M., and Khalil, M. (2007). Lessons from applying the systematic literature review process within the software engineering domain. Journal of Systems and Software, 80(4):571–583.
Davis, A., Murphy, J., Owens, D., Khazanchi, D., and Zigurs, I. (2009). Avatars, people, and virtual worlds: Foundations for research in metaverses. Journal of the Association for Information Systems, 10(2):90–117.
Engelmann, T., Wallstein, S., and Hitzler, D. (2019). An experimental study to investigate the potential of online shopping in immersive virtual realities compared to conventional online shops. International Journal of Virtual Reality, 19(3):31–45.
Fabbri, S., Silva, C., Hernandes, E., Octaviano, F., Di Thommazo, A., and Belgamo, A. (2016). Improvements in the StArt tool to better support the systematic review process. In Proceedings of the 20th International Conference on Evaluation and Assessment in Software Engineering, EASE ’16, pages 1–5, New York, NY, USA. Association for Computing Machinery.
Felizardo, K. R., Nakagawa, E. Y., Fabbri, S. C. P. F., and Ferrari, F. C. (2017). Revisão Sistemática da Literatura em Engenharia de Software: Teoria e Prática. Elsevier, Rio de Janeiro.
Giang Barrera, K. and Shah, D. (2023). Marketing in the metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155:113420.
Hollensen, S., Kotler, P., and Opresnik, M. O. (2023). Metaverse – the new marketing universe. Journal of Business Strategy, 44(3):119–125.
Jang, J. Y. (2023). Analyzing visual behavior of consumers in a virtual reality fashion store using eye tracking. Fashion and Textiles, 10(24):1–16.
Kalyvaki, M., McIntosh, H., and Nash, K. (2023). Virtual selfhood and consumer behavior: Exploring avatar attachment and consumption patterns in second life’s metaverse. Computers in Human Behavior: Artificial Humans, 1(2):100016.
Kitchenham, B. A. and Charters, S. (2007). Guidelines for performing systematic literature reviews in software engineering – version 2.3. Technical Report EBSE-2007-01, Keele University and University of Durham.
Lee, C. T., Ho, T.-Y., and Xie, H.-H. (2023). Building brand engagement in metaverse commerce: The role of branded non-fungible tokens (BNFTs). Electronic Commerce Research and Applications, 58:101248.
Lee, C. T., Shen, Y.-C., Li, Z., and Xie, H.-H. (2024). The effects of non-fungible token platform affordances on customer loyalty: A buyer–creator duality perspective. Computers in Human Behavior, 151:108013.
Metaversed (2023). The metaverse reaches 600m monthly active users. [link]. [Online: acessed on 2025/02/12].
Mishra, O. and Dharmavaram, V. G. (2023). Metaverse and marketing communication: A systematic literature review. Journal of Content, Community & Communication, 18:46–57.
Morgan-Thomas, A. and Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1):21–27.
Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1):486–497.
Park, H. and Lim, R. E. (2023). Fashion and the metaverse: Clarifying the domain and establishing a research agenda. Journal of Retailing and Consumer Services, 74:103413.
Patil, K., Bharathi S., V., and Pramod, D. (2022). Can metaverse retail lead to purchase intentions among the youth? a stimulus-organism-response theory perspective. In 2022 ASU International Conference in Emerging Technologies for Sustainability and Intelligent Systems, ICETSIS, pages 314–320. IEEE.
Shen, B., Tan, W., Guo, J., Zhao, L., and Qin, P. (2021). How to promote user purchase in metaverse? a systematic literature review on consumer behavior research and virtual commerce application design. Applied Sciences, 11(23):1–29.
Soni, S. and Sharma, B. K. (2023). Mitigating the risk induced by online shopping by using metaverse. In 2023 International Seminar on Application for Technology of Information and Communication, iSemantic, pages 129–134. IEEE.
Sparks, P. and Shepherd, R. (1992). Self-identity and the theory of planned behavior: Assesing the role of identification with “green consumerism”. Social Psychology Quarterly, 55(4):388–399.
Statista (2023). Metaverse gaming - worldwide. [link]. [Online: acessed on 2025/02/15].
Stephenson, N. (1992). Snow Crash. Bantam Books, New York, NY.
Sung, E. C., Kwon, O., and Sohn, K. (2023). NFT luxury brand marketing in the metaverse: Leveraging blockchain-certified NFTs to drive consumer behavior. Psychology & Marketing, 40(11):2306–2325.
Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4):342–365.
Wohlin, C. (2014). Guidelines for snowballing in systematic literature studies and a replication in software engineering. In Proceedings of the 18th International Conference on Evaluation and Assessment in Software Engineering, EASE ’14, New York, NY, USA. Association for Computing Machinery.
Arya, V., Sambyal, R., Sharma, A., and Dwivedi, Y. K. (2024). Brands are calling your AVATAR in metaverse–a study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world. Journal of Consumer Behaviour, 23(2):556–585.
Badampudi, D., Wohlin, C., and Petersen, K. (2015). Experiences from using snowballing and database searches in systematic literature studies. In Proceedings of the 19th International Conference on Evaluation and Assessment in Software Engineering, EASE ’15, pages 1–10, New York, NY, USA. Association for Computing Machinery.
Bousba, Y. and Arya, V. (2022). Let’s connect in metaverse: Brand’s new destination to increase consumers’ affective brand engagement & their satisfaction and advocacy. Journal of Content, Community and Communication, 15(8):276–293.
Brakus, J. J., Schmitt, B. H., and Zarantonello, L. (2009). Brand experience: What is it? how is it measured? does it affect loyalty? Journal of Marketing, 73(3):52–68.
Brereton, P., Kitchenham, B. A., Budgen, D., Turner, M., and Khalil, M. (2007). Lessons from applying the systematic literature review process within the software engineering domain. Journal of Systems and Software, 80(4):571–583.
Davis, A., Murphy, J., Owens, D., Khazanchi, D., and Zigurs, I. (2009). Avatars, people, and virtual worlds: Foundations for research in metaverses. Journal of the Association for Information Systems, 10(2):90–117.
Engelmann, T., Wallstein, S., and Hitzler, D. (2019). An experimental study to investigate the potential of online shopping in immersive virtual realities compared to conventional online shops. International Journal of Virtual Reality, 19(3):31–45.
Fabbri, S., Silva, C., Hernandes, E., Octaviano, F., Di Thommazo, A., and Belgamo, A. (2016). Improvements in the StArt tool to better support the systematic review process. In Proceedings of the 20th International Conference on Evaluation and Assessment in Software Engineering, EASE ’16, pages 1–5, New York, NY, USA. Association for Computing Machinery.
Felizardo, K. R., Nakagawa, E. Y., Fabbri, S. C. P. F., and Ferrari, F. C. (2017). Revisão Sistemática da Literatura em Engenharia de Software: Teoria e Prática. Elsevier, Rio de Janeiro.
Giang Barrera, K. and Shah, D. (2023). Marketing in the metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155:113420.
Hollensen, S., Kotler, P., and Opresnik, M. O. (2023). Metaverse – the new marketing universe. Journal of Business Strategy, 44(3):119–125.
Jang, J. Y. (2023). Analyzing visual behavior of consumers in a virtual reality fashion store using eye tracking. Fashion and Textiles, 10(24):1–16.
Kalyvaki, M., McIntosh, H., and Nash, K. (2023). Virtual selfhood and consumer behavior: Exploring avatar attachment and consumption patterns in second life’s metaverse. Computers in Human Behavior: Artificial Humans, 1(2):100016.
Kitchenham, B. A. and Charters, S. (2007). Guidelines for performing systematic literature reviews in software engineering – version 2.3. Technical Report EBSE-2007-01, Keele University and University of Durham.
Lee, C. T., Ho, T.-Y., and Xie, H.-H. (2023). Building brand engagement in metaverse commerce: The role of branded non-fungible tokens (BNFTs). Electronic Commerce Research and Applications, 58:101248.
Lee, C. T., Shen, Y.-C., Li, Z., and Xie, H.-H. (2024). The effects of non-fungible token platform affordances on customer loyalty: A buyer–creator duality perspective. Computers in Human Behavior, 151:108013.
Metaversed (2023). The metaverse reaches 600m monthly active users. [link]. [Online: acessed on 2025/02/12].
Mishra, O. and Dharmavaram, V. G. (2023). Metaverse and marketing communication: A systematic literature review. Journal of Content, Community & Communication, 18:46–57.
Morgan-Thomas, A. and Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1):21–27.
Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1):486–497.
Park, H. and Lim, R. E. (2023). Fashion and the metaverse: Clarifying the domain and establishing a research agenda. Journal of Retailing and Consumer Services, 74:103413.
Patil, K., Bharathi S., V., and Pramod, D. (2022). Can metaverse retail lead to purchase intentions among the youth? a stimulus-organism-response theory perspective. In 2022 ASU International Conference in Emerging Technologies for Sustainability and Intelligent Systems, ICETSIS, pages 314–320. IEEE.
Shen, B., Tan, W., Guo, J., Zhao, L., and Qin, P. (2021). How to promote user purchase in metaverse? a systematic literature review on consumer behavior research and virtual commerce application design. Applied Sciences, 11(23):1–29.
Soni, S. and Sharma, B. K. (2023). Mitigating the risk induced by online shopping by using metaverse. In 2023 International Seminar on Application for Technology of Information and Communication, iSemantic, pages 129–134. IEEE.
Sparks, P. and Shepherd, R. (1992). Self-identity and the theory of planned behavior: Assesing the role of identification with “green consumerism”. Social Psychology Quarterly, 55(4):388–399.
Statista (2023). Metaverse gaming - worldwide. [link]. [Online: acessed on 2025/02/15].
Stephenson, N. (1992). Snow Crash. Bantam Books, New York, NY.
Sung, E. C., Kwon, O., and Sohn, K. (2023). NFT luxury brand marketing in the metaverse: Leveraging blockchain-certified NFTs to drive consumer behavior. Psychology & Marketing, 40(11):2306–2325.
Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4):342–365.
Wohlin, C. (2014). Guidelines for snowballing in systematic literature studies and a replication in software engineering. In Proceedings of the 18th International Conference on Evaluation and Assessment in Software Engineering, EASE ’14, New York, NY, USA. Association for Computing Machinery.
Publicado
30/09/2025
Como Citar
LIMA, Júlia G.; ESPINOLA, Thais V.; PALMEIRA, Eduardo G. Q.; GUARESE, Renan; SARDÁ, Gabriela C.; CATECATI, Tiago; SIQUEIRA, Alexandre G. de; FERREIRA, Marcelo G. G..
Designing Brand Experiences in the Metaverse: A Systematic Review of Effects on Real-World Purchase Intention. In: WORKSHOP DE TRABALHOS DE GRADUAÇÃO - SIMPÓSIO DE REALIDADE VIRTUAL E AUMENTADA (SVR), 27. , 2025, Salvador/BA.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2025
.
p. 115-122.
DOI: https://doi.org/10.5753/svr_estendido.2025.15787.
