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Decoding millennials and generation Z consumers' brand behaviors in the Metaverse: The relationships among avatar identification, self‐presence, and psychological dynamics

https://doi.org/10.1002/cb.2405
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What this work says

Outgoing claims: the papers this work cites, builds on, or argues with.

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Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour
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Virtual brand experience in digital reality advertising: Conceptualization and measurement
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Brands are calling your AVATAR in Metaverse–A study to explore XR ‐based gamification marketing activities & consumer‐based brand equity in virtual world
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The effect of emotion type and similarity of experience on consumers' willingness to pay for cause‐related products: Construal level perspective
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Immersive technology and cause‐related marketing: The role of personalization and value co‐creation
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The impact of immersive and flow experiences on consumer participation in hyper‐connected shopping platforms: A metaverse perspective
inferredcites →https://doi.org/10.1002/jcpy.1356openalex-snapshot
The Metaverse: A new digital frontier for consumer behavior
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NFT luxury brand marketing in the metaverse: Leveraging blockchain‐certified NFTs to drive consumer behavior
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The Perks of Being Digital. Nikeland: A Case Study
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A new criterion for assessing discriminant validity in variance-based structural equation modeling
inferredcites →https://doi.org/10.1007/s12144-022-03232-6openalex-snapshot
Self-representation through avatars in digital environments
inferredcites →https://doi.org/10.1016/0148-2963(85)90026-8openalex-snapshot
Using self-congruity and ideal congruity to predict purchase motivation
inferredcites →https://doi.org/10.1016/j.chb.2008.11.007openalex-snapshot
Me, myself and I: The role of interactional context on self-presentation through avatars
inferredcites →https://doi.org/10.1016/j.chb.2011.11.011openalex-snapshot
The influence of virtual presence: Effects on experienced cognitive load and learning outcomes in educational computer games
inferredcites →https://doi.org/10.1016/j.chb.2012.06.022openalex-snapshot
The virtual malleable self and the virtual identity discrepancy model: Investigative frameworks for virtual possible selves and others in avatar-based identity construction and social interaction
inferredcites →https://doi.org/10.1016/j.chb.2014.03.058openalex-snapshot
Actual and ideal self-congruity affecting consumers’ emotional and behavioral responses toward an online store
inferredcites →https://doi.org/10.1016/j.chb.2014.06.019openalex-snapshot
Avatar-driven self-disclosure: The virtual me is the actual me
inferredcites →https://doi.org/10.1016/j.chb.2016.03.092openalex-snapshot
Understanding emotional bond between the creator and the avatar: Change in behavioral intentions to engage in alcohol-related traffic risk behaviors
inferredcites →https://doi.org/10.1016/j.chb.2017.02.066openalex-snapshot
Development and validation of the Multimodal Presence Scale for virtual reality environments: A confirmatory factor analysis and item response theory approach
inferredcites →https://doi.org/10.1016/j.chb.2022.107415openalex-snapshot
Tools or peers? Impacts of anthropomorphism level and social role on emotional attachment and disclosure tendency towards intelligent agents
inferredcites →https://doi.org/10.1016/j.chb.2024.108223openalex-snapshot
Informative and peripheral metaverse: Which leads to experience? An investigation from the viewpoint of self-concept
inferredcites →https://doi.org/10.1016/j.chbr.2022.100176openalex-snapshot
Fancy avatar identification and behaviors in the virtual world: Preceding avatar customization and succeeding communication
inferredcites →https://doi.org/10.1016/j.elerap.2024.101381openalex-snapshot
Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform
inferredcites →https://doi.org/10.1016/j.jbusres.2022.113420openalex-snapshot
Marketing in the Metaverse: Conceptual understanding, framework, and research agenda
inferredcites →https://doi.org/10.1016/j.jretconser.2023.103382openalex-snapshot
Avatar-mediated experience in the metaverse: The impact of avatar realism on user-avatar relationship
inferredcites →https://doi.org/10.1016/j.jretconser.2023.103671openalex-snapshot
Investigating metaverse marketing-enabled consumers’ social presence, attachment, engagement and (re)visit intentions
inferredcites →https://doi.org/10.1016/j.tele.2024.102098openalex-snapshot
What factors affect psychological ownership when creating an avatar?: Focusing on customization and the ideal self
inferredcites →https://doi.org/10.1037/a0028192openalex-snapshot
Real feelings for virtual people: Emotional attachments and interpersonal attraction in video games.
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Multivariate Data Analysis
inferredcites →https://doi.org/10.1080/00913367.2017.1281777openalex-snapshot
Covariance-Based Structural Equation Modeling in the Journal of Advertising : Review and Recommendations
inferredcites →https://doi.org/10.1080/01292986.2019.1679852openalex-snapshot
Interplay of content type and product type in the consumer response to native advertising on social media
inferredcites →https://doi.org/10.1080/0144929x.2021.1884290openalex-snapshot
Virtual game Changers: how avatars and virtual coaches influence exergame outcomes through enactive and vicarious learning
inferredcites →https://doi.org/10.1080/02650487.2017.1349031openalex-snapshot
When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type
inferredcites →https://doi.org/10.1080/07370024.2022.2103419openalex-snapshot
Exploring the user-avatar relationship in videogames: A systematic review of the Proteus effect
inferredcites →https://doi.org/10.1080/08838151.2011.546248openalex-snapshot
“I Feel Present. Therefore, I Experience Flow:” A Structural Equation Modeling Approach to Flow and Presence in Video Games
inferredcites →https://doi.org/10.1080/10447318.2023.2279416openalex-snapshot
The Effect of Avatar Self-Integration on Consumers’ Behavioral Intention in the Metaverse
inferredcites →https://doi.org/10.1080/15252019.2021.2001273openalex-snapshot
Advertising in the Metaverse: Research Agenda
inferredcites →https://doi.org/10.1080/20932685.2023.2180768openalex-snapshot
Examining self-congruence between user and avatar in purchasing behavior from the metaverse to the real world
inferredcites →https://doi.org/10.1086/209380openalex-snapshot
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
inferredcites →https://doi.org/10.1089/cpb.2004.7.402openalex-snapshot
The Layers of Presence: A Bio-cultural Approach to Understanding Presence in Natural and Mediated Environments
inferredcites →https://doi.org/10.1089/cpb.2007.0210openalex-snapshot
Playing MMORPGs: Connections between Addiction and Identifying with a Character
inferredcites →https://doi.org/10.1089/cyber.2011.0311openalex-snapshot
“I'm Attached, and I'm a Good Guy/Gal!”: How Character Attachment Influences Pro- and Anti-Social Motivations to Play Massively Multiplayer Online Role-Playing Games
inferredcites →https://doi.org/10.1093/ct/14.1.27openalex-snapshot
Presence, Explicated
inferredcites →https://doi.org/10.1108/10748120110424843openalex-snapshot
Digital Natives, Digital Immigrants Part 2: Do They Really Think Differently?
inferredcites →https://doi.org/10.1108/apjml-05-2021-0333openalex-snapshot
The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers
inferredcites →https://doi.org/10.1108/apjml-05-2022-0390openalex-snapshot
Influences of persona self on luxury brand attachment in the Metaverse context
inferredcites →https://doi.org/10.1108/intr-05-2020-0294openalex-snapshot
I am you, you are me: game character congruence with the ideal self
inferredcites →https://doi.org/10.1108/intr-08-2019-0328openalex-snapshot
Consumer response toward native advertising on social media: the roles of source type and content type
inferredcites →https://doi.org/10.1108/intr-11-2017-0463openalex-snapshot
How do avatar attractiveness and customization impact online gamers’ flow and loyalty?
inferredcites →https://doi.org/10.1109/tpc.2014.2312452openalex-snapshot
Partial Least Squares (PLS) Structural Equation Modeling (SEM) for Building and Testing Behavioral Causal Theory: When to Choose It and How to Use It
inferredcites →https://doi.org/10.1111/j.1083-6101.1997.tb00072.xopenalex-snapshot
At the Heart of It All: The Concept of Presence
inferredcites →https://doi.org/10.1145/1823818openalex-snapshot
Proceedings of the 3rd International Conference on Fun and Games
inferredcites →https://doi.org/10.1176/ajp.133.3.357openalex-snapshot
Self-Attitudes and Deviant Behavior
inferredcites →https://doi.org/10.1207/s15327663jcp0403_02openalex-snapshot
When Attention‐Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent: The Importance of Balancing Benefits and Investments
inferredcites →https://doi.org/10.1207/s15327825mcs0403_01openalex-snapshot
Defining Identification: A Theoretical Look at the Identification of Audiences With Media Characters
inferredcites →https://doi.org/10.4324/9781315009292openalex-snapshot
Principles Of Gestalt Psychology

What points at this work

Incoming claims: where this work appears in other papers’ reference lists and arguments.

inferred← citeshttps://doi.org/10.1002/cb.70028openalex-snapshot
Logging In and Staying On: Exploring Immersive Virtual Influencers and How They Drive Consumers' Immersive Time
inferred← citeshttps://doi.org/10.1002/cb.70036openalex-snapshot
Negative Perceptions, Attitudes, and Adoption Intentions: Unravelling Metaverse Adoption Challenges
inferred← citeshttps://doi.org/10.1002/cb.70123openalex-snapshot
Immersive Luxury Branding: Exploring Consumer and Brand Dynamics in the Metaverse Through the AIDA Framework
inferred← citeshttps://doi.org/10.1002/cb.70142openalex-snapshot
A Multi‐Study Examination of Metaverse and Consumer Behaviour: A Systematic Literature Review and Research Agenda
inferred← citeshttps://doi.org/10.1007/978-3-032-29586-6_38openalex-snapshot
Myself, Reimagined: Users’ Perspectives on Authentic Self-Representation Through Avatars in Social Virtual Environments
inferred← citeshttps://doi.org/10.1016/j.chbah.2025.100225openalex-snapshot
“What is the latest news, Avatar Pavel?” - AI assistants in transformation processes of metaverse
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Universal appeal? A flow theory perspective on the adoption of digital twin-based fashion technology
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From screen to shopping bags: Decoding Gen Z's path through metaverse experience toward actual phygital fashion products in retail fashion
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Same Place, Different Perceptions: Generational Differences in Remote Destination Image Across Domestic and Foreign Markets
inferred← citeshttps://doi.org/10.1080/0965254x.2025.2473374openalex-snapshot
The brand-consumer metaverse exchange framework. A dynamic understanding of the metaverse experience through self-concept, experience and engagement
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Marketing communication in the metaverse: a systematic review and future research agenda
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Psychological distance in the metaverse: user consumption behavior and avatar facial maturity
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Wearing the future: a study on metaverse applications in apparel design and retail
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Power to the deinfluencers: how parasocial relationships drive anti-consumption among young consumers
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The Zenith of Flow Consciousness in Metaverse: Glancing the Consumer Behavior in the Future
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Digital Content Consumption and Youth Consumers' Purchase Behaviour: How Short‐Form Videos Influence Generation Z Consumers in e‐Commerce
inferred← citeshttps://doi.org/10.1177/21522715261488664openalex-snapshot
From Algorithms to Affection: Unpacking the Psychological Mechanism of Emotional Attachment Toward Virtual Influencers
inferred← citeshttps://doi.org/10.21203/rs.3.rs-8705009/v1openalex-snapshot
Building Fashion Brands in the Metaverse: A Systematic Review and Integrated Framework
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Kişilik Özellikleri ve Sosyal Medya Benlik Sunumu Arasındaki İlişki: Z Kuşağının Dijital İzleri Üzerinden Bir İnceleme
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Originality and Innovation in AI-Generated Clothing: Purchase Intention of AGC-Interested Young Chinese Consumers Toward Independent Designer Brands
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Analyzing Consumer Behavior in Metaverse Environment
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Consumer behavior in the metaverse: the future of digital commerce and virtual economies
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The Impact of Virtual Fitting Service Characteristics and Telepresence on Consumers’ Continuous Use and Offline Visit Intentions
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