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Merchandising/Marketing/Retailing: Branding

Exploring the Impact of Brand Narrative Engagement and Social Presence in Branded Virtual Worlds

Authors
  • Paola Martinez Romero
  • Hyejune PARK (Oklahoma State University)

Abstract

This study explores the influence of branded virtual worlds (BVWs) on consumer behavior, focusing on the roles of brand narrative engagement and social presence. Grounded in narrative transportation theory, a 2x2 experimental design examined the effects of high versus low brand narrative engagement and social presence within a hypothetical BVW for H&M, created in Animal Crossing. Results from 200 female U.S. consumers revealed that high brand narrative engagement significantly enhanced brand immersion and purchase intention. However, no significant interaction effects were observed between social presence and narrative engagement, contrary to expectations. Findings emphasize the value of immersive storytelling in BVWs for fostering brand engagement and purchase behaviors. Future research should explore ways to heighten social presence through realistic avatar interactions and longitudinal studies. This study underscores the potential of BVWs as a strategic tool for fashion brands to create meaningful consumer connections in the digital landscape.

Keywords: Branded virtual world, Gaming, Social presence, Narrative engagement, Brand immersion

How to Cite:

Romero, P. M. & PARK, H., (2025) “Exploring the Impact of Brand Narrative Engagement and Social Presence in Branded Virtual Worlds”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18646

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Published on
2025-01-15

Peer Reviewed