Immersive Marketing in the Metaverse and Extended Reality (XR): A CB-SEM Investigation of Consumer Engagement, Brand Experience, and Purchase Intention

Abstract

Background: The metaverse and extended reality (XR) technologies — encompassing augmented reality (AR), virtual reality (VR), and mixed reality (MR) — are rapidly reconfiguring the landscape of consumer-brand interaction. The global metaverse market is projected to grow from $38.85 billion in 2021 to $678.8 billion by 2030, with leading brands across luxury, fashion, and retail actively deploying XR marketing strategies. Despite this commercial momentum, the psychological mechanisms through which immersive experiences translate into brand outcomes remain theoretically underdeveloped and empirically underexplored.

Objective: This study develops and empirically tests a covariance-based structural equation model (CB-SEM) of Immersive Marketing Experience (IME) effects on Consumer Brand Engagement (CBE), Brand Affect (BA), and Purchase Intention (PI), with Presence/Immersion (PI_im) and Interactivity (INT) as core antecedent constructs, moderated by Technology Readiness (TR) and gamification elements (GAM).

Method: A stratified quota sample of N = 341 active users of at least one XR/metaverse platform (Mage = 27.6, SD = 6.9; 49.3% female) was recruited across México, Colombia, and Perú between February and May 2025. CB-SEM was estimated using AMOS 27 with maximum likelihood estimation. A rival model comparison was conducted, and construct validity was assessed through confirmatory factor analysis (CFA). Multigroup analysis by experience level (novice vs. advanced XR users) tested moderation effects.

Results: The CFA demonstrated excellent fit: χ²/df = 1.98 (< 3.0); CFI = .957; TLI = .948; RMSEA = .054 [90% CI: .043, .064]; SRMR = .051. All hypothesized paths were significant. Presence/Immersion was the strongest predictor of Brand Affect (β = .521, p < .001; f² = .378), and Brand Affect fully mediated the PI_im → PI relationship (indirect β = .284, 95% CI [.221, .347]). Gamification significantly moderated the Interactivity → CBE path (β = .241, p = .003). Advanced XR users showed significantly stronger Presence → Brand Affect effects (Δβ = .189, p = .009). The model explained 68.4% of variance in Purchase Intention (R² = .684).

Conclusions: Immersive marketing efficacy operates through an experiential-affective pathway: presence and interactivity generate consumer brand engagement and brand affect, which mediate the translation of virtual immersion into purchase behavior. Technology readiness and prior XR experience significantly moderate these dynamics, with important strategic and governance implications.

Resumen Antecedentes: Las tecnologías del metaverso y la realidad extendida (XR) reconfiguran aceleradamente el paisaje de la interacción consumidor-marca. El mercado global del metaverso proyecta crecer de $38.85 mil millones en 2021 a $678.8 mil millones para 2030. Objetivo: Este estudio desarrolla y contrasta empíricamente un modelo CB-SEM sobre los efectos de la Experiencia de Marketing Inmersivo (EMI) sobre el Compromiso de Marca del Consumidor (CMC), el Afecto de Marca (AM) y la Intención de Compra (IC). Método: Se encuestó a N = 341 usuarios activos de plataformas XR/metaverso (Medad = 27.6, DT = 6.9) en tres países latinoamericanos. Se empleó CB-SEM con AMOS 27. Resultados: La CFA demostró ajuste excelente (CFI = .957; RMSEA = .054). La Presencia/Inmersión fue el predictor más fuerte del Afecto de Marca (β = .521, p < .001). El Afecto de Marca medió completamente la relación PI_im → IC (efecto indirecto β = .284). El modelo explicó el 68.4% de la varianza en IC (R² = .684). Palabras clave: metaverso; realidad extendida; marketing XR; experiencia inmersiva; CB-SEM; compromiso de marca; afecto de marca; presencia; gamificación; intención de compra.
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