Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry
This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a quan...
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| Format: | Article |
| Language: | English |
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Editura ASE
2025-08-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_3460.pdf |
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| _version_ | 1849687770453245952 |
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| author | Saima Hussain Rizwan Raheem Ahmed Dalia Streimikiene Faheem Bukhari Justas Streimikis |
| author_facet | Saima Hussain Rizwan Raheem Ahmed Dalia Streimikiene Faheem Bukhari Justas Streimikis |
| author_sort | Saima Hussain |
| collection | DOAJ |
| description | This research explores the interplay between the services the Metaverse industry provides,
including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer),
and their impact on brand advocacy and loyalty among Generation Z within the sports industry.
Employing a quantitative approach, the researchers collected data from 384 participants. The
findings reveal significant positive relationships between brand gamification and Metaverse
novelty and interactivity. The outcomes of Metaverse devices exhibited that consumers
developed a strong affinity for specific brands due to the influence of social media influencers.
In addition, the vibrant and dynamic realm of the Metaverse has generated a wave of positive
brand sentiment among individuals. The research examined the efficiency of transforming brand
experiences inside the Metaverse into gamified systems, significantly influencing people and
increasing their affection for the brands within the sports industry. Metaverse is a critical tool for
Generation Z as this group seeks immersive, active, and engaging experiences, and effective
branding in Metaverse can provide a solid appeal to this tech-savvy youth. The findings of this
research provide significant managerial implications for both the Metaverse market and the
sports industry, highlighting the significance of leveraging the Metaverse for enhanced brand
engagement and loyalty among Generation Z. |
| format | Article |
| id | doaj-art-d1162757b2c5449f917b31b3c2ef77ac |
| institution | DOAJ |
| issn | 1582-9146 2247-9104 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Amfiteatru Economic |
| spelling | doaj-art-d1162757b2c5449f917b31b3c2ef77ac2025-08-20T03:22:14ZengEditura ASEAmfiteatru Economic1582-91462247-91042025-08-0127701091 110810.24818/EA/2025/70/1091 Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports IndustrySaima Hussain0https://orcid.org/0000-0002-2920-9583 Rizwan Raheem Ahmed1https://orcid.org/0000-0001-5844-5502Dalia Streimikiene2https://orcid.org/0000-0002-3247-9912Faheem Bukhari 3https://orcid.org/0000-0002-9043-857XJustas Streimikis4https://orcid.org/0000-0003-2619-3229Karachi School of Business and Leadership, PakistanIndus University, Karachi, PakistanLithuanian Sports University, Kaunas, LithuaniaHult International Business School, London, The United KingdomLithuanian Centre for Social Sciences, Vilnius, Lithuania and University of Economics and Human Science in Warsaw, PolandThis research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a quantitative approach, the researchers collected data from 384 participants. The findings reveal significant positive relationships between brand gamification and Metaverse novelty and interactivity. The outcomes of Metaverse devices exhibited that consumers developed a strong affinity for specific brands due to the influence of social media influencers. In addition, the vibrant and dynamic realm of the Metaverse has generated a wave of positive brand sentiment among individuals. The research examined the efficiency of transforming brand experiences inside the Metaverse into gamified systems, significantly influencing people and increasing their affection for the brands within the sports industry. Metaverse is a critical tool for Generation Z as this group seeks immersive, active, and engaging experiences, and effective branding in Metaverse can provide a solid appeal to this tech-savvy youth. The findings of this research provide significant managerial implications for both the Metaverse market and the sports industry, highlighting the significance of leveraging the Metaverse for enhanced brand engagement and loyalty among Generation Z.https://www.amfiteatrueconomic.ro/temp/Article_3460.pdfmetaverse marketingbusiness-to-business marketingbrand gamificationsports brandsgeneration zvirtual marketing |
| spellingShingle | Saima Hussain Rizwan Raheem Ahmed Dalia Streimikiene Faheem Bukhari Justas Streimikis Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry Amfiteatru Economic metaverse marketing business-to-business marketing brand gamification sports brands generation z virtual marketing |
| title | Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry |
| title_full | Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry |
| title_fullStr | Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry |
| title_full_unstemmed | Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry |
| title_short | Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry |
| title_sort | metaverse marketing a business to business analysis of brand strategies and generation z engagement in the sports industry |
| topic | metaverse marketing business-to-business marketing brand gamification sports brands generation z virtual marketing |
| url | https://www.amfiteatrueconomic.ro/temp/Article_3460.pdf |
| work_keys_str_mv | AT saimahussain metaversemarketingabusinesstobusinessanalysisofbrandstrategiesandgenerationzengagementinthesportsindustry AT rizwanraheemahmed metaversemarketingabusinesstobusinessanalysisofbrandstrategiesandgenerationzengagementinthesportsindustry AT daliastreimikiene metaversemarketingabusinesstobusinessanalysisofbrandstrategiesandgenerationzengagementinthesportsindustry AT faheembukhari metaversemarketingabusinesstobusinessanalysisofbrandstrategiesandgenerationzengagementinthesportsindustry AT justasstreimikis metaversemarketingabusinesstobusinessanalysisofbrandstrategiesandgenerationzengagementinthesportsindustry |