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Metaverso e marcas de luxo: influência da transformação digital no engagement e intenção de compra do consumidor
| Name: | Description: | Size: | Format: | |
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| 5.63 MB | Adobe PDF |
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Abstract(s)
Atualmente, as marcas de luxo enfrentam a complexidade do conceito de luxo e a evolução constante dos consumidores, tornando essencial a presença e comunicação digital eficaz. A interação nos canais digitais influência fortemente as decisões de compra, exigindo monitorização contínua por parte das organizações. Com o crescente interesse pelo Metaverso, as marcas de luxo exploram novas estratégias de integração neste universo digital. Baseado na teoria da transformação digital e na teoria do engagement do consumidor, este estudo tem como objetivo analisar como as estratégias de integração do Metaverso moldam a transformação digital das marcas de luxo e influenciam o engagement dos consumidores de luxo no digital. Utilizou-se uma metodologia mista, combinando uma abordagem qualitativa através de pesquisa exploratória e uma abordagem quantitativa através de questionário online, incluindo o estudo 1 (n= 248) e estudo 2 (n=198). Os resultados revelaram que as estratégias de integração no Metaverso e de transformação digital impactam positivamente a intenção de compra, mas o engagement do consumidor não modera significativamente estas relações. Este estudo destaca a importância de estratégias digitais adotadas para o sucesso das marcas de luxo no Metaverso e sugere investigações futuras sobre os fatores que afetam a eficácia do engagement no ambiente do Metaverso.
Currently, luxury brands face the complexity of the concept of luxury and the constant evolution of consumers, making effective digital presence and communication essential. Interaction in digital channels strongly influences purchase decisions, requiring continuous monitoring by organizations. With the growing interest in the Metaverse, luxury brands are exploring new integration strategies in this digital universe. Based on the theory of digital transformation and the theory of consumer engagement, this study aims to analyze how Metaverse integration strategies shape the digital transformation of luxury brands and influence the engagement of luxury consumers in the digital realm. A mixed-methods approach was used, combining a qualitative approach through exploratory research and a quantitative approach through an online form, with Study 1 (n=248) and Study 2 (n=198). The results revealed that Metaverse integration and digital transformation strategies positively impact purchase intention, but consumer engagement does not significantly moderate these relationships. This study highlights the importance of digital strategies adopted for the success of luxury brands in the Metaverse and suggests future research on the factors that affect the effectiveness of engagement in the Metaverse environment.
Currently, luxury brands face the complexity of the concept of luxury and the constant evolution of consumers, making effective digital presence and communication essential. Interaction in digital channels strongly influences purchase decisions, requiring continuous monitoring by organizations. With the growing interest in the Metaverse, luxury brands are exploring new integration strategies in this digital universe. Based on the theory of digital transformation and the theory of consumer engagement, this study aims to analyze how Metaverse integration strategies shape the digital transformation of luxury brands and influence the engagement of luxury consumers in the digital realm. A mixed-methods approach was used, combining a qualitative approach through exploratory research and a quantitative approach through an online form, with Study 1 (n=248) and Study 2 (n=198). The results revealed that Metaverse integration and digital transformation strategies positively impact purchase intention, but consumer engagement does not significantly moderate these relationships. This study highlights the importance of digital strategies adopted for the success of luxury brands in the Metaverse and suggests future research on the factors that affect the effectiveness of engagement in the Metaverse environment.
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Keywords
Metaverso Marcas de Luxo Estratégias de transformação digital Engagement do consumidor Intenção de compra