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The Impact of Heatmap Metrics on Consumer Decision-Making in Metaverse Fashion Spaces

In: Marketing in the Digital Age

Author

Listed:
  • Reshmi Manna

    (HR Knowledge Lab)

  • Ankit Singh

    (Ethos Watch Ltd)

  • Kirtika Chetia

    (HR Knowledge Lab)

Abstract

A study using heat-map data on metaverse users’ navigation and interaction with digital products aims to identify high-engagement zones for improved user satisfaction and retention. The research highlights the impact of metaverse virtual shopfronts on consumer engagement and purchases and the metaverse’s sustainability and innovation discourse. The study conducted with a hybrid method of qualitative and quantitative methods suggests that brands should focus on engaging experiences, such as avatar customisation or virtual fashion shows, and identify weeks and product categories with solid correlations to better time promotions to drive sales.

Suggested Citation

  • Reshmi Manna & Ankit Singh & Kirtika Chetia, 2026. "The Impact of Heatmap Metrics on Consumer Decision-Making in Metaverse Fashion Spaces," Springer Books, in: Varsha Jain & Githa S. Heggde & Russell Belk & George Spais (ed.), Marketing in the Digital Age, pages 309-331, Springer.
    • Handle: RePEc:spr:sprchp:978-981-95-6509-2_14
    DOI: 10.1007/978-981-95-6509-2_14
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