Customer Immersiveness and Customer Retention: A Metaverse-Driven Study for Brands

Abstract

The paper explores how consumer immersiveness is related to customer retention for the Metaverse platform. The study explores the effectiveness of Consumer Immersiveness and its applicability in the metaverse universe. The constructs studied under consumer immersiveness are brand Value and Brand Trustworthiness. The study explores the direct relation of brand value with customer retention and brand trustworthiness with Customer Retention. It also explores the mediating effect of Customer Engagement on Customer Retention. The study uses purposive and convenience sampling as the sampling techniques for the study. The statistical study used to analyze the data was structural equation modeling using AMOS. The findings show that brand trustworthiness and brand value affect customer retention at Metaverse Universe for Marketing.