Table 3 Concept matrix # Author, year...

Table 3

Concept matrix

#	Author, year	Title	Gamification design and mechanics	Engagement and behavior	Business value creation	Ethics, policy and societal impact
1	Afkar et al. (2022)	Prediction of Perceived Consumer Experience, Perceived Brand Engagement and Gamification towards the Intention to Use Metaverse: An Extended TAM Approach		X
2	Al-Adwan et al. (2025)	Treasure Hunting for Brands: Metaverse Marketing Gamification Effects on Purchase Intention, WOM and Loyalty		X	X
3	Arya et al. (2024)	Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities and consumer-based brand equity in virtual world	X		X
4	Bazi and Hajawi (2025)	Customer inspiration in the metaverse: Antecedents, mechanisms and outcomes	X	X	X
5	Bousba and Arya (2022)	Let's connect in metaverse Brand's new destination to increase consumers' affective brand engagement and their satisfaction and advocacy	X	X
6	Behera et al. (2024)	Responsible metaverse: Ethical metaverse principles for guiding decision-making and maintaining complex relationships for businesses in 3D virtual spaces		X		X
7	Calandra et al. (2024)	Metaverse meets digital entrepreneurship: a practitioner-based qualitative synthesis			X
8	Cha et al. (2024)	Gamification in the Metaverse: Affordance, perceived value, flow state and engagement	X	X
9	Chen et al. (2023)	Paying attention in metaverse: an experiment on spatial attention allocation in extended reality shopping		X
10	Choi (2022)	A Study on Factors Affecting the User experience of Metaverse Service		X
11	Dai and Bal (2009)	Harmonising Culture in Co-Operative Business Ventures: Using a Simulation in a Metaverse	X		X
12	Dincelli and Jafarian (2025)	Exploring the Agentic Metaverse's Potential for Transforming Cybersecurity Workforce Development	X
13	Dwivedi et al. (2022)	Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities and agenda for research, practice and policy		X	X	X
14	Dwivedi et al. (2023)	Metaverse marketing: How the metaverse will shape the future of consumer research and practice		X	X	X
15	Ezzatian et al. (2025)	Branding tourism destinations in the metaverse: insights from professionals and researchers	X		X	X
16	Flavián et al. (2024)	The dark side of the metaverse: The role of gamification in event virtualization		X		X
17	Hao et al. (2025)	Digital luxury: how avatar marketing drives consumer engagement for luxury brands	X	X
18	Heo (2025)	Marketing Luxury Fashion in the Metaverse: The Case of Gucci Town on Roblox		X	X
19	Jacobides et al. (2024)	The Business Value of Gamification	X		X
20	Jacquemin et al. (2025)	Virtual Experiences, Real Impact: Rethinking Brand Engagement in the Metaverse			X
21	Kango et al. (2025)	An Exploratory Analysis of Metaverse from a Lefebvrian Lens	X
22	Lau and Ki (2021)	Can consumers' gamified, personalized and engaging experiences with VR fashion apps increase in-app purchase intention by fulfilling needs?	X	X
23	Mancuso et al. (2023)	Digital business model innovation in metaverse: How to approach virtual economy opportunities			X
24	Moon and Han (2023)	The Effect of Gamified Brand Experience using Metaverse on User's Purchase Intention and Brand Attitude: Moderating Effect of User-to-User Interactivity		X
25	Nayal (2026)	Embarrassed but Hooked: How Gamified Social Coupons Drive Users to Spread PWOM in the Metaverse	X			X
26	Nosikov (2025)	Virtualization of Communication in Metaverses: Key Trends and Prospects		X		X
27	Pagani and Xie (2025)	Customer Experiences in Branded Metaverse Events: Effects on Brand Equity		X	X
28	Pandey and Mukherjee (2024)	Can Multi-Sensory Affordance Mitigate the Shortcomings of Metaverse offerings?	X	X
29	Sánchez-Adame et al. (2023)	Framework for Ethically Designed Microtransactions in the Metaverse				X
30	SanMiguel et al. (2024)	Fashion brands in the metaverse: Achievements from a marketing perspective			X
31	Sharma et al. (2024)	Game on! A state-of-the-art overview of doing business with gamification	X	X	X
32	Tayal et al. (2022)	Virtual Reality based Metaverse of Gamification		X
33	Thomas et al. (2023)	A framework for gamification in the metaverse era: How designers envision gameful experience	X
34	Vakeel et al. (2025)	Remote work in the metaverse: The impact of gamification and online social connectedness on job satisfaction	X	X
35	Wang and Guo (2025)	How does the metaverse tourism experience form tourists' happiness: A mixed-methods study		X
36	Yang et al. (2023)	Gamification and Marketing Management: A Literature Review and Future Agenda		X
37	Zhang et al. (2025)	“Do video game players dream of metaverse traveling?” The role of gamification technology and game immersion experience		X
38	Zhou et al. (2025)	Demystifying the Dimensions and Roles of Metaverse Gaming Experience Value: A Multi-Study Investigation	X	X

#	Author, year	Title	Gamification design and mechanics	Engagement and behavior	Business value creation	Ethics, policy and societal impact
1	Afkar et al. (2022)	Prediction of Perceived Consumer Experience, Perceived Brand Engagement and Gamification towards the Intention to Use Metaverse: An Extended TAM Approach		X
2	Al-Adwan et al. (2025)	Treasure Hunting for Brands: Metaverse Marketing Gamification Effects on Purchase Intention, WOM and Loyalty		X	X
3	Arya et al. (2024)	Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities and consumer-based brand equity in virtual world	X		X
4	Bazi and Hajawi (2025)	Customer inspiration in the metaverse: Antecedents, mechanisms and outcomes	X	X	X
5	Bousba and Arya (2022)	Let's connect in metaverse Brand's new destination to increase consumers' affective brand engagement and their satisfaction and advocacy	X	X
6	Behera et al. (2024)	Responsible metaverse: Ethical metaverse principles for guiding decision-making and maintaining complex relationships for businesses in 3D virtual spaces		X		X
7	Calandra et al. (2024)	Metaverse meets digital entrepreneurship: a practitioner-based qualitative synthesis			X
8	Cha et al. (2024)	Gamification in the Metaverse: Affordance, perceived value, flow state and engagement	X	X
9	Chen et al. (2023)	Paying attention in metaverse: an experiment on spatial attention allocation in extended reality shopping		X
10	Choi (2022)	A Study on Factors Affecting the User experience of Metaverse Service		X
11	Dai and Bal (2009)	Harmonising Culture in Co-Operative Business Ventures: Using a Simulation in a Metaverse	X		X
12	Dincelli and Jafarian (2025)	Exploring the Agentic Metaverse's Potential for Transforming Cybersecurity Workforce Development	X
13	Dwivedi et al. (2022)	Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities and agenda for research, practice and policy		X	X	X
14	Dwivedi et al. (2023)	Metaverse marketing: How the metaverse will shape the future of consumer research and practice		X	X	X
15	Ezzatian et al. (2025)	Branding tourism destinations in the metaverse: insights from professionals and researchers	X		X	X
16	Flavián et al. (2024)	The dark side of the metaverse: The role of gamification in event virtualization		X		X
17	Hao et al. (2025)	Digital luxury: how avatar marketing drives consumer engagement for luxury brands	X	X
18	Heo (2025)	Marketing Luxury Fashion in the Metaverse: The Case of Gucci Town on Roblox		X	X
19	Jacobides et al. (2024)	The Business Value of Gamification	X		X
20	Jacquemin et al. (2025)	Virtual Experiences, Real Impact: Rethinking Brand Engagement in the Metaverse			X
21	Kango et al. (2025)	An Exploratory Analysis of Metaverse from a Lefebvrian Lens	X
22	Lau and Ki (2021)	Can consumers' gamified, personalized and engaging experiences with VR fashion apps increase in-app purchase intention by fulfilling needs?	X	X
23	Mancuso et al. (2023)	Digital business model innovation in metaverse: How to approach virtual economy opportunities			X
24	Moon and Han (2023)	The Effect of Gamified Brand Experience using Metaverse on User's Purchase Intention and Brand Attitude: Moderating Effect of User-to-User Interactivity		X
25	Nayal (2026)	Embarrassed but Hooked: How Gamified Social Coupons Drive Users to Spread PWOM in the Metaverse	X			X
26	Nosikov (2025)	Virtualization of Communication in Metaverses: Key Trends and Prospects		X		X
27	Pagani and Xie (2025)	Customer Experiences in Branded Metaverse Events: Effects on Brand Equity		X	X
28	Pandey and Mukherjee (2024)	Can Multi-Sensory Affordance Mitigate the Shortcomings of Metaverse offerings?	X	X
29	Sánchez-Adame et al. (2023)	Framework for Ethically Designed Microtransactions in the Metaverse				X
30	SanMiguel et al. (2024)	Fashion brands in the metaverse: Achievements from a marketing perspective			X
31	Sharma et al. (2024)	Game on! A state-of-the-art overview of doing business with gamification	X	X	X
32	Tayal et al. (2022)	Virtual Reality based Metaverse of Gamification		X
33	Thomas et al. (2023)	A framework for gamification in the metaverse era: How designers envision gameful experience	X
34	Vakeel et al. (2025)	Remote work in the metaverse: The impact of gamification and online social connectedness on job satisfaction	X	X
35	Wang and Guo (2025)	How does the metaverse tourism experience form tourists' happiness: A mixed-methods study		X
36	Yang et al. (2023)	Gamification and Marketing Management: A Literature Review and Future Agenda		X
37	Zhang et al. (2025)	“Do video game players dream of metaverse traveling?” The role of gamification technology and game immersion experience		X
38	Zhou et al. (2025)	Demystifying the Dimensions and Roles of Metaverse Gaming Experience Value: A Multi-Study Investigation	X	X

Source(s): Author's own work

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