Branded virtual worlds in fashion gaming: Examining the role of brand narratives and social presence in consumer engagement

IF 9 1区心理学 Q1 PSYCHOLOGY, EXPERIMENTAL

Computers in Human Behavior Pub Date : 2024-11-20 DOI:10.1016/j.chb.2024.108505

Paola Martinez Romero , Rachel Esther Lim , Hyejune Park

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引用次数: 0

Abstract

This study examines branded virtual worlds (BVWs), where brands utilize gaming and virtual platforms to create immersive experiences. By categorizing BVWs into four distinct types based on levels of brand narrative engagement and social presence, the research investigates how these factors influence consumer responses, including brand immersion and loyalty. The study employed a 2x2 between-subjects experimental design, manipulating brand narrative engagement and social presence, with 186 female U.S. consumers participating in an online experiment. The results showed that both brand narrative engagement and social presence significantly increased brand immersion. Additionally, brand immersion mediated the effect of brand narrative engagement on word-of-mouth and purchase intention. The findings offer theoretical insights into how BVWs affect brand responses and provide valuable guidance for brands seeking to leverage BVWs to enhance customer engagement and foster brand loyalty.

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时尚游戏中的品牌虚拟世界：审视品牌叙事和社交存在在消费者粘性中的作用

本研究考察了品牌虚拟世界（BVWs），品牌利用游戏和虚拟平台创造身临其境的体验。该研究根据品牌叙事参与和社会存在的程度，将宝马分为四种不同的类型，研究这些因素如何影响消费者的反应，包括品牌沉浸和忠诚度。该研究采用了2x2受试者之间的实验设计，操纵品牌叙事参与和社会存在，186名美国女性消费者参与了一项在线实验。结果表明，品牌叙事参与和社交存在都显著增加了品牌沉浸感。此外，品牌沉浸在品牌叙事参与对口碑和购买意愿的影响中起中介作用。研究结果为品牌口碑如何影响品牌反应提供了理论见解，并为寻求利用品牌口碑来提高客户参与度和培养品牌忠诚度的品牌提供了有价值的指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Computers in Human Behavior Multiple-

CiteScore

19.10

自引率

4.00%

发文量

381

审稿时长

40 days

期刊介绍： Computers in Human Behavior is a scholarly journal that explores the psychological aspects of computer use. It covers original theoretical works, research reports, literature reviews, and software and book reviews. The journal examines both the use of computers in psychology, psychiatry, and related fields, and the psychological impact of computer use on individuals, groups, and society. Articles discuss topics such as professional practice, training, research, human development, learning, cognition, personality, and social interactions. It focuses on human interactions with computers, considering the computer as a medium through which human behaviors are shaped and expressed. Professionals interested in the psychological aspects of computer use will find this journal valuable, even with limited knowledge of computers.