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A Theory-Driven Exploration of Metaverse Customer Engagement: Insights from Structural Topic Modelling

In: Advanced Technologies in Business, Volume I

Author

Listed:
  • Reeti Agarwal

    (Jaipuria Institute of Management)

  • Ankit Mehrotra

    (Jaipuria Institute of Management)

  • Sana Moid

    (Amity Business School, Amity University)

  • Nishant Sinha

    (Social Welfare and Development for Empowered Society (SWADES))

  • Nitin Shankar

    (Bytexus Software Solutions Pvt Ltd)

Abstract

The metaverse is one of the most significant and innovative technological developments of recent years, having transformed and evolved customer engagement. Grounded in the Customer Engagement Theory (CET), we synthesise and integrate an understanding of customer engagement within the metaverse, given its immersive, interactive, and social features. Using the Structural Topic Modelling (STM) approach, insights were extracted from a pool of studies related to the metaverse and engagement. Twenty-five latent themes were identified and categorised into four clusters representing the different elements of CET—cognitive, emotional, and behavioural engagement. There are two additional aspects of engagement—interactive and social—particularly concerning customer engagement in the metaverse. The study's findings provide comprehension for optimising virtual engagement strategies while contributing to theory and practice in metaverse marketing.

Suggested Citation

  • Reeti Agarwal & Ankit Mehrotra & Sana Moid & Nishant Sinha & Nitin Shankar, 2026. "A Theory-Driven Exploration of Metaverse Customer Engagement: Insights from Structural Topic Modelling," Palgrave Intersections of Business and the Sciences, in association with Gnosis Mediterranean Institute for Management Science, in: Shahriar Akter & Md Afnan Hossain & Hélène Yildiz & Demetris Vrontis & Alkis Thrassou (ed.), Advanced Technologies in Business, Volume I, chapter 0, pages 275-310, Palgrave Macmillan.
    • Handle: RePEc:pal:pinchp:978-3-032-03480-9_11
    DOI: 10.1007/978-3-032-03480-9_11
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