The Relationship between User Experience, Player-Avatar Identification and Co-Creation Behaviour in the context of Metaverse Gaming

Abstract/Description

The metaverse is a dynamic and rapidly expanding virtual environment that integrates gaming, social interactions, and advanced technologies. Marketers increasingly recognize the metaverse as a key avenue for reaching younger demographics and as a crucial channel for engaging with younger audiences The metaverse offers interactive platforms for users to engage with brands leading to collaborative content and personalized experiences This research examines the relationship between user experience, player avatar identification, and co-creation behaviour within gaming platforms in the metaverse, with a particular focus on the moderating effect of interaction with technology and social influence. Grounded in social presence theory, the study explores how avatar identification influences users’ engagement in co-creation activities, including content creation, strategic planning, and knowledge exchange. Additionally, it examines the role of social influence, such as community involvement and peer norms, in shaping these behaviours. By addressing these interconnections, the research provides critical insights into how organizations can utilize the metaverse to drive user engagement, strengthen brand loyalty, and promote value co-creation. This is a quantitative research study and will be using PLS4 to evaluate the results. The findings will contribute to the expanding literature on the metaverse, offering a deeper understanding of its implications for enhancing consumer experiences and redefining marketing and communication strategies

Keywords

Massively Online Games, Co-creation Behaviour, Player-Avatar Identification, Immersiveness, Sociability, Environment Fidelity, User experience

Track

Marketing

Session Number/Theme

Marketing - Session I

Start Date/Time

13-6-2025 2:15 PM

End Date/Time

13-6-2025 3:55 PM

Location

MCS – 5 AMAN CED Building

This document is currently not available here.

Share

COinS
 
Jun 13th, 2:15 PM Jun 13th, 3:55 PM

The Relationship between User Experience, Player-Avatar Identification and Co-Creation Behaviour in the context of Metaverse Gaming

MCS – 5 AMAN CED Building

The metaverse is a dynamic and rapidly expanding virtual environment that integrates gaming, social interactions, and advanced technologies. Marketers increasingly recognize the metaverse as a key avenue for reaching younger demographics and as a crucial channel for engaging with younger audiences The metaverse offers interactive platforms for users to engage with brands leading to collaborative content and personalized experiences This research examines the relationship between user experience, player avatar identification, and co-creation behaviour within gaming platforms in the metaverse, with a particular focus on the moderating effect of interaction with technology and social influence. Grounded in social presence theory, the study explores how avatar identification influences users’ engagement in co-creation activities, including content creation, strategic planning, and knowledge exchange. Additionally, it examines the role of social influence, such as community involvement and peer norms, in shaping these behaviours. By addressing these interconnections, the research provides critical insights into how organizations can utilize the metaverse to drive user engagement, strengthen brand loyalty, and promote value co-creation. This is a quantitative research study and will be using PLS4 to evaluate the results. The findings will contribute to the expanding literature on the metaverse, offering a deeper understanding of its implications for enhancing consumer experiences and redefining marketing and communication strategies