How hedonic & utilitarian values affect customer brand engagement in metaverse? / Sudarsan MANOHARAN / 2022

Titre : How hedonic & utilitarian values affect customer brand engagement in metaverse? Type de document : Mémoire Auteurs : Sudarsan MANOHARAN, Auteur Année de publication : 2022 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management MARQUE ; PHILOSOPHIE ; FEMME ; HOMME Résumé : This study is intended to explain and present how customer brand engagements in metaverse can be affected by the hedonic and utilitarian values of the customer. This will be the first study do a survey on brand engagements on metaverse. To measure the customer engagements, three factors of customer engagement was taken into consideration i.e., customer complaints, customer collaborations and customer communication. A survey was conducted among 231 individuals living in 16 countries and analyzed using structured model equations. The results show us that both utilitarian and hedonic motivations will have a strong impact on the customer brand engagement in metaverse also utilitarian motives have a stronger impact than that of hedonic motives and women are more engaging than men. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568515