Natalie Demopoulos

This Master's dissertation examines how fashion-branded experiences in the Metaverse impact Generation Z consumers' brand engagement and brand loyalty intention. As the Metaverse hype made fashion increasingly immersive, fashion brands are using Metaverse platforms (e.g. Roblox and Decentraland) to create interactive, gamified, and socially connected brand experiences, in an attempt to attract younger consumers.

Using a quantitative research approach, this study surveyed Generation Z participants who have interacted with fashion-branded experiences in the Metaverse and analysed this primary data using SPSS Statistics to identify key relationships between the given variables (as seen in the conceptual model). Grounded in the Stimulus–Organism–Response (S-O-R) framework and Flow Theory, this research examines how Metaverse features such as interactivity, social presence, and enjoyment (stimuli) influence cognitive states like flow (organism) and how these therefore drive brand engagement and loyalty intention (responses).

This study contributes to the field of knowledge within the context of the fashion Metaverse and consumer behaviour, offering strategic insights for fashion marketers and brand strategists aiming to connect meaningfully with digitally native Generation Z audiences through immersive virtual experiences.