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Customer Journey Paradigms in Meta-Commerce Platforms: Insights from Digital-Native Users

In: Advances in National Brand and Private Label Marketing

Author

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  • Yeo Jin Jung

    (Dong-A University)

Abstract

Meta-commerce platforms are transforming traditional consumer journeys by integrating immersive and interactive digital experiences. While existing research primarily focuses on engagement strategies and brand loyalty, this study expands the discussion by examining how sensory immersion, cultural identity formation, and sustainability considerations shape consumer experiences within meta-commerce environments. Grounded in Consumer Culture Theory (CCT), Sensory Marketing, Flow Theory, Two-Sided Market Theory, and Sustainable Consumption Theory, this research investigates the evolving paradigms of digital-native consumers navigating meta-commerce platforms. Using qualitative data from meta-commerce users, the study explores how brands function as tools for digital identity construction, how sensory-driven engagement impacts consumer behavior, and how sustainability concerns influence virtual consumption patterns. By mapping a non-linear meta- commerce consumer journey model, this study contributes to both academic literature and brand management strategies by outlining how digital-native consumers experience and interact with brands beyond transactional engagement.

Suggested Citation

  • Yeo Jin Jung, 2025. "Customer Journey Paradigms in Meta-Commerce Platforms: Insights from Digital-Native Users," Springer Proceedings in Business and Economics, in: Raj Sethuraman & Juan Carlos Gázquez-Abad & José Luis Ruiz-Real (ed.), Advances in National Brand and Private Label Marketing, pages 31-35, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-97133-4_4
    DOI: 10.1007/978-3-031-97133-4_4
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