Journal of Strategic Management Studies

Journal of Strategic Management Studies

Providing business excellence strategies based on arousing emotion in metaverse marketing

Document Type : Research

Authors
Allahyar Ghasemi 1
Ayda Baybordiani 2
1 Assistant Professor, Faculty of Management, Islamic Azad University Central branch, Tehran, Iran
2 MA Graduated, Islamic Azad University Science and research branch, Tehran, Iran
10.22034/smsj.2025.508097.2126
Abstract
Introduction
The Internet and associated digital technologies have completely revolutionized the way people and brands interact today. Among them, the metaverse has emerged as a tool for this interaction. A brand can channel its interactive power to develop experiences that are not only rich but multi-dimensional, capturing the audience's attention. The study provides strategirs that help brands devise ways of effectively commanding customer attention in the metaverse. This tries to establish how different innovative customer experience platforms in this digital ecosystem delight users, reinforce brand image, and encourage repeated use for sustained customer loyalty and participation in metaverse environments.
Methodology
This is a qualitative approach harnessed from third-generation grounded theory, using the Urquhart coding framework. The semi-structured questions in the study were developed after a good literature review to capture comprehensively all issues related to the topic. Information was collected through in-depth interviews of experts in the field. The resultant data was rich in depth on customer behavior and branding strategies throughout the metaverse. Qualitative data analysis was made easy with the use of the MaxQDA software designed to manage and take an in-depth look at qualitative findings. Analysis started with the open coding of preliminary themes and ideas from the raw data themselves, followed by a selective coding process in which related open codes were grouped together into coherent categories. This approach allowed the research team to extract core themes and concepts, therefore providing deep insights into how customers interact with brands within the metaverse and how such interactions could be optimized for maximum engagement. Finally, through theoretical coding, the research team developed the resultant strategies and constructed the final model, identifying key actions for brands to enhance customer engagement and emotional arousal in the metaverse.
Results and Discussion
The results of this study underlined several innovative strategies that can be employed by brands in an effort to increase customer engagement within the metaverse. Advanced technologies such as Virtual Reality (VR), Augmented Reality (AR), Immersive Soundscapes, and High-Resolution Visual Graphics will surely play a decisive role in increasing engagement. These technologies enable brands to create experiences that keep users hooked and emotionally connected.This experience not only intensifies customer engagement but also leaves lasting memories that strengthen loyalty toward the brand. Another key strategy revolves around personalization, which is essential for providing exceptional experiences. By leveraging customer data, brands can create unique experiences that resonate with individual users. Personalization fosters deeper emotional connections, making customers feel valued. The design of virtual spaces also plays a critical role in fostering engagement. These spaces should be crafted to enable communication, interaction, and shared experiences among users. Such initiatives help create a sense of community, making users feel that they are part of something bigger and more inclusive. Furthermore, multisensory and personalized experiences have the advantage of embedding brands into customers’ memories and emotions. When customers are immersed in new and enjoyable experiences, it leaves an emotional imprint that strengthens their connection to the brand. Over time, if brands continue to provide these types of experiences, they are sure to cultivate a positive image and solidify their place in customers' minds. By reviewing similar research studies, all the findings in this study have been confirmed. The use of advanced technologies, personalization, immersive virtual spaces, and the importance of emotional connections through multisensory experiences align with trends and strategies discussed in the existing literature. This consistency underscores the validity of the findings and their potential for broad application in metaverse marketing strategies.
Conclusion
The findings underscore the metaverse's potential as a transformative opportunity for brands to deliver emotionally engaging experiences to customers. The strategies identified in this study demonstrate how brands can create memorable interactions that foster positive perceptions and long-lasting relationships with their audience. Key technological concepts such as Virtual Reality (VR), Augmented Reality (AR), high-definition visuals, and surround-sound multichannel technologies play a crucial role in immersing consumers in rich, emotionally charged contexts. These technologies move beyond traditional marketing approaches by engaging users on an emotional level, enhancing both engagement and the brand’s association with positive feelings. Furthermore, the findings emphasize the importance of personalization and the development of social relationships within the metaverse. By leveraging customer data, brands can craft tailored experiences that resonate with individual users, making them feel valued and understood. This level of personalization deepens emotional engagement, builds customer loyalty, and strengthens brand attachment. Additionally, creating virtual spaces that facilitate social interaction fosters a sense of community and belonging, further solidifying the connection between consumers and the brand. The combination of these strategies not only helps retain existing customers through strong emotional bonds but also attracts new audiences drawn to the innovative and inclusive nature of the metaverse. This represents a significant evolution in marketing, enabling brands to redefine their engagement tactics and expand their reach in ways previously unimaginable in the digital world. The metaverse thus offers a unique and powerful platform for brands to enhance customer experiences and build lasting, meaningful relationships.




Keywords
Metaverse marketing
Sensory marketing
Emotion arousal
Third generation of grounded theory
Subjects
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Journal of Strategic Management Studies
Volume 17, Issue 65
Winter 2026
Pages 305-323

  • Receive Date 22 February 2025
  • Revise Date 11 July 2025
  • Accept Date 02 October 2025