Experiência no metaverso: impacto na relação consumidor-marca

Abstract

The metaverse is no longer a futuristic concept, now present in various online activities. It represents a context in which people are experiencing new ways of interaction, both in terms of content and with new brand contacts. This dissertation seeks to analyze the influences of consumer experience in the metaverse on consumer-brand relationships and how brand value moderates these relationships. Initially, a review was conducted following the TCCM framework, focusing on the metaverse context and its relationship with marketing to understand opportunities involving marketing and the metaverse. Subsequently, a descriptive survey was conducted online with users from the Fortnite metaverse context, seeking quantitative data to better understand the studied issues. The collected data were analyzed using PLS-SEM (Partial Least Squares Structural Equation Modeling). Positive impacts of brand experience in the metaverse were identified on both brand engagement and loyalty, and from engagement to consumer loyalty. At the same time, it was not possible to analyze whether brand value moderates the relationships between brand experience and consumer engagement on social networks, or brand experience and brand loyalty, thus recommending further studies to identify these relationships and expand research related to this theme and the metaverse.