Bridging the Virtual and the Real: The Impact of Metaverse Sports Event Characteristics on Event Marketing Communication Effectiveness

With the rapid development of Metaverse technology, the sports industry has gradually integrated it to enhance event experiences and fan engagement. This study aims to explore the impact of event characteristics in Metaverse sports events on event immersion, event satisfaction, and team attitude. This study used questionnaire survey, collecting data from 1208 participants of the MZ generation (age 18–42) who had experience in Metaverse sports events in Korea, including Koreans and foreigners studying and working in Korea. The SEM analysis results revealed that relational transcendence in event characteristics had a significant positive effect on relational immersion, while cognitive image significantly influenced spatial immersion. Spatial immersion had a significant impact on personal satisfaction, and relational immersion also significantly influenced relational satisfaction. Further analysis showed that both personal satisfaction and relational satisfaction had positive effects on team attitude. Additionally, low-engagement consumers showing stronger perceptions of relational transcendence and relational immersion. The immersive experiences in Metaverse sports events significantly enhance consumer satisfaction and foster a more positive attitude toward the team. Future sports marketing strategies should consider the integration of virtual and real experiences, providing deeply interactive and personalized experiences for consumers with varying levels of engagement.