Branded virtual worlds in fashion gaming: Examining the role of brand narratives and social presence in consumer engagement

This study examines branded virtual worlds (BVWs), where brands utilize gaming and virtual platforms to create immersive experiences. By categorizing BVWs into four distinct types based on levels of brand narrative engagement and social presence, the research investigates how these factors influence consumer responses, including brand immersion and loyalty. The study employed a 2x2 between-subjects experimental design, manipulating brand narrative engagement and social presence, with 186 female U.S. consumers participating in an online experiment. The results showed that both brand narrative engagement and social presence significantly increased brand immersion. Additionally, brand immersion mediated the effect of brand narrative engagement on word-of-mouth and purchase intention. The findings offer theoretical insights into how BVWs affect brand responses and provide valuable guidance for brands seeking to leverage BVWs to enhance customer engagement and foster brand loyalty.