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Unpacking dimensions of brand humanization in the Metaverse Era

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  • Marrone, Teresa
  • Cantone, Giuseppe Fabio
  • Caputo, Francesco
  • Cantone, Luigi
  • Aria, Massimo

Abstract

This study explores the concept of brand humanization in the metaverse, offering a theoretically grounded and empirically validated model based on five latent dimensions: Authenticity and Realism, Experiential Engagement, Universal Culture, Lead Actor, and Identity and Social Interaction. Through a structured literature review and an exploratory Structural Equation Modelling (SEM) analysis conducted with a sample of Italian managers, the research identifies key human-like characteristics that brands must adopt to foster emotional resonance and trust in immersive virtual environments. The findings underscore the importance of identity, interaction, and co-creation in shaping consumer-brand relationships within the metaverse. The study contributes to interdisciplinary scholarship at the intersection of marketing, digital sociology, and human-computer interaction, while offering practical insights for designing emotionally engaging and technologically adaptive brand strategies.

Suggested Citation

  • Marrone, Teresa & Cantone, Giuseppe Fabio & Caputo, Francesco & Cantone, Luigi & Aria, Massimo, 2025. "Unpacking dimensions of brand humanization in the Metaverse Era," Technology in Society, Elsevier, vol. 83(C).
  • Handle: RePEc:eee:teinso:v:83:y:2025:i:c:s0160791x25002271
    DOI: 10.1016/j.techsoc.2025.103037
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