How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments

Purpose The metaverse is becoming increasingly popular among consumers and brands. Yet, there is very limited knowledge of what it provides brands as an interactive and immersive touchpoint. The purpose of this paper is to address this gap by comparing metaverse, physical, social media and Web brand touchpoints. Design/methodology/approach Through five experiments, it investigates the effect of metaverse interactions on brand psychological distance. Consumer–brand interactions were manipulated within the metaverse and between the metaverse and physical, social media and Web touchpoints. Findings The results show that when consumers interact with a brand in the metaverse, the consumers’ brand psychological distance is reduced and that perceived brand quality mediates this relationship. As outcomes of the proposed relationship, brand choice, brand preference and purchase intention increase when consumers interact with brands in the metaverse. Originality/value The paper contributes to the consumer–brand relationship, brand touchpoints and metaverse literature by investigating consumer interactions in the metaverse and its consequences compared to physical, social media and Web touchpoints.