Immersive brand innovation in the metaverse: Virtual reality as a catalyst for strategic, technological, and consumer transformation

As immersive technologies redefine consumer-brand interactions, Virtual Reality (VR) has emerged as a strategic enabler in the evolving landscape of Metaverse marketing. This study investigates how VR enhances brand engagement by offering immersive, emotionally resonant experiences across virtual platforms. Using a mixed-methods approach, including expert interviews, consumer surveys, and case studies of brands such as Nike, Gucci, and Coca-Cola, the research explores VR's effectiveness in fostering consumer attention, brand recall, and loyalty.
Beyond consumer behavior, the study integrates interdisciplinary perspectives highlighting the role of mechanical design and automation in building immersive infrastructure, financial systems in supporting tokenized brand economies, supply chain management in enabling real-time fulfillment, and digital business management in orchestrating cross-functional strategies. Findings reveal that VR not only amplifies engagement metrics but also necessitates organizational agility, secure digital governance, and redefined monetization frameworks. The study concludes with implications for practice and academia, and proposes directions for future research on AI integration, blockchain-based marketing, and equitable access to immersive brand experiences.