Journal of Consumer Behaviour reposted this
Another research journey came to its end and resulted in a paper published in the Journal of Consumer Behaviour (see the link below 👇 ). In this paper, Michela Mingione, Margherita Materia, Giovanni Mattia and I develop a measure of Metaverse Experience (#MEX) through an extensive multi-method study. The findings suggest that differently from other physical and digital environments, the traditional dimensions of #intellectual, #behavioral, and #relational experience are non-significantly related to #attitude, while #sensory, #interoperability, and #safety foster attitude. So, what do we learn from this research? That the only way form marketers to push people trying and possibly staying in the #metaverse is to offer them a #MEX that stimulates their senses and that does so in a safe and interoperable way. For any question or enquiry feel free to reach one of us out.