...Vivek Mishra; Piyush Gupta Purpose In the context of fashion brands, this study addresses the gap in understanding the role of self-congruence – social self-congruence (SS) and ideal social self-congruence (IS) in consumer behaviour within the Metaverse. It provides insights into how SS...

...Paulo Duarte; Catarina Reis; Susana C. Silva; Maher Georges Elmashhara Purpose Despite brands' enthusiasm with the metaverse, there is a shortage of research into consumer behaviour within this market. Anchored in the Social Influence Model, this study analyses the drivers behind individual...

...Woo Bin Kim; Ki Yong Kwon Purpose Customers engage in entertainment activities within the metaverse to fulfill diverse shopping motivations, but how these motivations impact their shopping well-being remains underexplored. We explore the mechanism linking customers’ hedonic shopping motivations...

...Do Yuon Kim; Ha Kyung Lee Purpose This study aims to investigate the impact of mental simulation triggered by avatar realism on product attitudes. Specifically, this study applies a mental simulation framework when consumers try fashion items on avatars in the metaverse. As metaverse consumers...