How the metaverse is changing consumer engagement and blurring lines

The paper, published in the Journal of Research in Interactive Marketing, details the emergence of ‘digital doppelgängers’ – virtual representations of individuals – that can significantly enhance brand engagement, creating immersive experiences that resonate with the consumer on an emotional level. 

Such doppelgängers (taken from the German word meaning ‘double goer’ or ‘a spirit that looks exactly like a living person’) are more advanced than traditional avatars, using augmented reality (AR) and virtual reality (VR) technologies to provide a more immersive and interactive experience.  

Unlike simple 2D avatars, digital doppelgängers are 3D representations that allow users to engage in various activities, interact with brands, and experience emotions similar to those in the physical world. 

The research at the University of Surrey explored the relationship between digital doppelgängers and consumer brand engagement.  

How these interactions influence emotional responses 

Participants were assessed on their experiences within popular metaverse platforms, Roblox and Zepeto being examples, shedding light on how these interactions influence emotional responses such as enjoyment, relaxation and reputation. 

Enjoyment, relaxation and reputation were identified as critical factors in the relationship between digital doppelgängers and consumer brand engagement. These emotional responses contribute positively to consumer engagement with brands in the metaverse, indicating that brands need to focus on creating enjoyable and relaxing experiences for users. 

“The metaverse is reshaping consumer interactions with brands. Our findings indicate that when consumers are in these digital worlds, using their digital doppelgängers, they aren’t just interacting with avatars – they’re experiencing a profound sense of embodiment that heightens their emotional connection to brands,” says Dr Jashim Khan, Associate Professor of Marketing and lead author of the study. 

“Brands must adapt to this new digital frontier by creating engaging, interactive experiences that leverage the unique capabilities of the metaverse. This means offering consumers opportunities for enjoyment and relaxation, while simultaneously enhancing their reputation within these digital communities.” 

The research team suggests that brands invest in immersive technologies that allow for more authentic interactions. By creating environments where consumers can explore and express their identities through their digital doppelgängers, brands can cultivate lasting loyalty and connection. 

You can find out more about the study here.