INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD

Abstract: Websites and social media platforms are examples of two-dimensional interfaces that are crucial to traditional digital marketing. On the other hand, consumers can explore, engage, and socialize in virtual settings through three-dimensional, interactive, and immersive brand experiences provided by metaverse marketing. These settings give firms new ways to present their goods, hold online gatherings, and establish emotional bonds with consumers. As a result, comprehending how metaverse marketing components affect consumer behavior has grown in importance among academics and managers. This study examines how metaverse marketing elements such as interactivity, immersion, personalization, and social engagement influence consumer behavior. The findings suggest that interactive and socially engaging environments significantly enhance customer engagement and purchase intention.