THE METAVERSE

How the metaverse is changing consumer engagement and blurring lines

By our African Marketing Confederation News Team | 2025

Study examines emergence of virtual representations of individuals, which are blurring the lines between physical and digital identities.

Metaverse platforms such as Roblox and Zepeto are redefining how brands connect with consumers, blurring the lines between physical and digital identities. This is according to a new study from the University of Surrey in the UK. 

Photo: Fauxels from Pexels

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. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.