The impact of metaverse marketing on purchase intention

R. Al-Owaidi, Ahmed; F. Alhaelegy, Zena; Ali Saleh, Thabet

doi:10.33916/qjae.2026.01116

	The impact of metaverse marketing on purchase intention
AL-Qadisiyah Journal For Administrative and Economic sciences
Volume 28, Issue 1, April 2026, Pages 1-16 PDF (1.25 M)
Document Type: Research Paper
DOI: 10.33916/qjae.2026.01116
Authors
Ahmed R. Al-Owaidi¹; Zena F. Alhaelegy¹; Thabet Ali Saleh²
¹Al-Qasim Green University
²Al-Qasim Green University,
Abstract
Despite the growing interest in metaverse as a promising three-dimensional digital environment in marketing, capable of transforming the entire marketing landscape through immersive and engaging experiences, the literature still suffers from a clear lack of empirical studies explaining the mechanisms by which metaverse marketing influences consumer purchasing intention, particularly among online platform users. Addressing this research gap, this study aims to analyze the impact of metaverse marketing on purchasing intention within a theoretical framework based on consumer behavior in immersive digital environments. This framework explains the relationship through innovative marketing dimensions that reflect interaction and immersion. The study employed a quantitative approach using an online questionnaire distributed to 200 online platform users, representing the youth demographic. The data were analyzed using SmartPLS. The study offers a scientific contribution by testing an empirical explanatory model that elucidates the role of metaverse marketing in shaping purchasing intention. The results demonstrated a significant positive impact of all metaverse marketing dimensions on purchasing intention, providing important theoretical and practical implications.
Keywords
Perception; Interactivity; Interest; Consumer purchase intention

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