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Merchandising/Marketing/Retailing: Management

Consumers' Adoption of the Metaverse for Brand Engagement: A Diffusion of Innovation Perspective

Authors
  • Han Ah Yoo (Auburn University)
  • Nianchu Hou (Auburn University)
  • Wi-Suk Kwon (Auburn University)

Abstract

This conceptual paper provides a comprehensive conceptualization of the process by which consumers adopt the metaverse for brand engagement. This paper employs the five-stage innovation adoption decision process (i.e., knowledge, persuasion, decision, implementation, confirmation) posited by the diffusion of innovation theory (DIT) and identifies potential prior conditions (i.e., experience with and subjective norms about the metaverse) and consumer characteristic variables (i.e., innovativeness) that may contribute to this process. Given that the metaverse is still in its initial stage of diffusion as an innovative marketing and consumer engagement medium, this conceptual model contributes a means to examine consumer behavior in this innovative medium theoretically while offering practical guidance for brands aiming to improve brand engagement strategies in the rapidly evolving environment of the metaverse. 

Keywords: Metaverse, innovation adoption, brand engagement, diffusion of innovation theory

How to Cite:

Yoo, H., Hou, N. & Kwon, W., (2025) “Consumers' Adoption of the Metaverse for Brand Engagement: A Diffusion of Innovation Perspective”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.17147

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Published on
2025-01-18

Peer Reviewed