Consumer Experience Design in the Metaverse
A Brand Marketing Perspective
1st Edition
Published on 17. March 2026
Book
Hardback
504 pages
978-1-0364-6301-4 (ISBN)
Description
In the age of digital transformation, the Metaverse presents an unprecedented opportunity for brands to engage with consumers in immersive and innovative ways.
This book explores the intersection of virtual reality, consumer engagement, consumer behavior, and brand marketing communication, offering an essential guide for businesses aiming to prosper in this new digital domain. It discloses how brands can deepen the connections with consumers by creating meaningful, personalized and immersive experiences, drawing on cutting-edge theories, models and real-world case studies. Adopting a consumer-centric approach, it explores key concepts such as virtual identity, on which avatar choice, immersive brand interactions, and the storytelling of brand building in the Metaverse are all based. The concepts discussed in this book are illustrated by the analysis of successful and unsuccessful brand building case studies in the Metaverse.
Whether you are a marketer, brand strategist, or technology innovator, this book equips you with the knowledge and tools to navigate the complexities of Metaverse marketing and redefine strategies for fostering positive consumer experiences.
This book explores the intersection of virtual reality, consumer engagement, consumer behavior, and brand marketing communication, offering an essential guide for businesses aiming to prosper in this new digital domain. It discloses how brands can deepen the connections with consumers by creating meaningful, personalized and immersive experiences, drawing on cutting-edge theories, models and real-world case studies. Adopting a consumer-centric approach, it explores key concepts such as virtual identity, on which avatar choice, immersive brand interactions, and the storytelling of brand building in the Metaverse are all based. The concepts discussed in this book are illustrated by the analysis of successful and unsuccessful brand building case studies in the Metaverse.
Whether you are a marketer, brand strategist, or technology innovator, this book equips you with the knowledge and tools to navigate the complexities of Metaverse marketing and redefine strategies for fostering positive consumer experiences.
More details
Language
English
Product notice
sewn/stitched
Cloth over boards
Dimensions
Height: 203 mm
Width: 152 mm
Thickness: 30 mm
Weight
771 gr
ISBN-13
978-1-0364-6301-4 (9781036463014)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Dr Ligita Zailskaite-Jakste is a Researcher and Associate Professor at the Kaunas University of Technology (KTU), Multimedia Engineering Department of the Faculty of Informatics (Lithuania) and Kauno Kolegija Higher Education Institution, Communication Department of Business Faculty (Lithuania).
Ligita has solid experience in Erasmus+ projects; she worked for 10 years as a marketing and communication specialist in the education sector. She is a former board member of the Lithuanian Communication Association.
Dr Robertas Damasevicius is a Professor at the Department of Applied Informatics at Vytautas Magnus University, Lithuania, and the Director of the Centre of Real-Time Computer Systems at Kaunas University of Technology (KTU), where he has been on the faculty since 2002. His research bridges AI and emerging virtual technologies, with a particular emphasis on how machine learning, deep learning, and generative models can shape immersive consumer experiences in the Metaverse. Prof Damasevicius has published extensively on AI applications in science, technology, and education, and serves as an editor for several journals.
Ligita has solid experience in Erasmus+ projects; she worked for 10 years as a marketing and communication specialist in the education sector. She is a former board member of the Lithuanian Communication Association.
Dr Robertas Damasevicius is a Professor at the Department of Applied Informatics at Vytautas Magnus University, Lithuania, and the Director of the Centre of Real-Time Computer Systems at Kaunas University of Technology (KTU), where he has been on the faculty since 2002. His research bridges AI and emerging virtual technologies, with a particular emphasis on how machine learning, deep learning, and generative models can shape immersive consumer experiences in the Metaverse. Prof Damasevicius has published extensively on AI applications in science, technology, and education, and serves as an editor for several journals.