Virtual E xperiences a nd C usto mer Satisfactio n: A C ase Study in Retailing Through the Metaverse

Purpose: This paper investigates how marketing characteristics, such as perception, interactivity, and interest, influence the buying behavior of customers in the minority sector towards the Metaverse. Design/methodology/approach: The study uses a quantitative analysis design, combining the Stimulus-Organism-Response (SOR) model. Data is gathered through a survey and analyzed using structural equation modeling (SEM), based on responses from 315 conveniently sampled participants. Findings: Results show that immersive experiences, enabled by virtual reality (VR) and augmented reality (AR) technologies, increase customer perception and satisfaction. Additionally, interactivity generates a flow of experience that drives emotional engagement and purchase intention, while interest and personalization reinforce brand loyalty. Research limitations/implications: Limitations include potential biases in data collection, and limitations include concerns about external validity due to lack of diversity and rapid technological evolution that could affect the applicability of the findings. The study enhances the SOR model by integrating key factors, providing a more complete view of immersive marketing and a solid foundation for future research. Originality/value: This research adopts a consumer and brand-centric approach, integrates and enhances SOR models, and focuses on consumer behavior in the retail sector, highlighting how metaverse technologies transform brand-customer interactions and open new opportunities for personalization and emotional connection.