Merchandising/Marketing/Retailing: Branding

From Digital Gatherings to Real-Life Gains: How Fashion Metaverse Platforms Catalyze Brand Loyalty and Psychological Well-Being

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Abstract

As fashion brands increasingly adopt metaverse platforms such as Roblox and ZEPETO, questions remain regarding whether these immersive environments generate benefits beyond commercial outcomes. Grounded in Sense of Community Theory, this study investigates how social interactions within fashion-focused metaverse experiences influence shared emotional connection, belongingness, brand equity, and consumers’ subjective well-being. Survey data were collected from 466 U.S. consumers with virtual or augmented reality experience and analyzed using structural equation modeling. Results indicate that socialization, entertainment, and especially escapism significantly enhance shared emotional connection, which strongly predicts feelings of belongingness. Belongingness, in turn, positively affects both brand equity and psychological well-being. These findings suggest that fashion metaverse platforms can function not only as effective branding and engagement tools but also as digital spaces that foster social connection and mental well-being. The study highlights the potential of immersive brand communities to translate virtual interactions into meaningful psychological gains.

Keywords: metaverse; Sense of Community Theory; shared emotional connection; belongingness; brand equity; psychological well-being

How to Cite:

Son, J. & Shin, E., (2025) “From Digital Gatherings to Real-Life Gains: How Fashion Metaverse Platforms Catalyze Brand Loyalty and Psychological Well-Being”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22043