Manyanga, Wilbert, Redda, Ephrem Habtemichael and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2026) Effect of Metaverse Marketing on Digital Brand Engagement: Evidence from the Banking Sector in Zimbabwe. In: Bashar, A., Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Wasiq, M., (eds.) Marketing in the Metaverse: Opportunities, Challenges, and Future Trends in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies . Springer, pp. 169-198

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Abstract

This study aimed to examine the effect of metaverse marketing on digital brand engagement. Metaverse technologies have taken over the way marketers reach their targeted consumers and this has led to the phenomenon referred to as digital brand engagement. The study is underpinned by the information processing theory. By utilising positivism philosophy, a cross-sectional survey and a structured self-administered questionnaire, the study collects data from 358 bank customers in Harare, Zimbabwe. The respondents were randomly selected by intercepting them as they left the banking halls. Structural equation modelling was utilised to validate hypotheses. Results reflect that video marketing, blogging and infographics have a positive effect on digital brand engagement. The study offers new paradigms for understanding how banks may utilise metaverse marketing to engage their consumers digitally. Metaverse marketing can lead to cultural shifts, influencing how people consume information, interact with brands and perceive reality. Also, these metaverse technologies result in increased revenues, job creation, drive innovation and competition, global reach and data-driven consumer insights. While much of the research on metaverse marketing and digital brand engagement has been conducted in more developed markets, focusing on Zimbabwe provides the unique challenges and opportunities of video marketing, blogging and infographics in the Zimbabwean context. This suggests that metaverse marketing is crucial for effective digital brand engagement. Hence, banks are encouraged to consider video marketing, blogging and infographics when formulating strategies to enhance digital brand engagement.

Item Type:	Book Section
Status:	Published
DOI:	10.1007/978-3-032-02365-0_6
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/14575

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