- Antecedents: Novelty in-Metaverse: NOVM; Interactivity inMetaverse: INTM; Vividness in-Metaverse: VIVM;

- Brand's Gamification Activities in Metaverse: BGAM;

- Affective Brand Engagement in Metaverse: ABEM;
- Anticipated Satisfaction in Metaverse: SATM; Anticipated Brand Advocacy in Metaverse: ABVM.
- BCI: Brand - Computer interface.

S Tên bài báo Bối cảnh PPNC Giả concept và Kết quả hạn chế
T nghiên thuyết measurement
T cứu

Yousra Ứng viên -nghiên cứu Social - Brand’s gamification NOVM→BGA Limitations:
Bousba & Dr. (particip định lượng Presenc activities is generally M (+,sig) - too detailed
Vikas Arya ants) từ (quantitative e Theory defined as "the INTM→BGAM information → lack
(2022). LET'S 9 quốc survey) (SPT) application of game (+,sig) generalizability
CONNECT IN gia, đa -chiến lược designs in nongame VIVM→BGA - not cover properly,
METAVERSE. phần ở lấy mẫu có activities to engage M (+, sig) not enough focus
BRAND'S Morocco chủ đích individuals" (Wang et BGAM→ABE on less tech-savvy
NEW (purposive al., 2022). M (+,sig) users, people from
DESTINATIO sampling Gamification of ABEM→SAT all walks of life
N TO strategy) marketing activities M (+,sig) - not apply enough
INCREASE -Phương includes content ABEM→ADV various country
CONSUMERS pháp phân development, award M (+,sig) conceptions → lack
' AFFECTIVE tích mô tả of digital badges, comprehensive
BRAND (descriptive avatar development, understanding of
ENGAGEMEN analysis) coupon giving etc., to users' artistic
T & THEIR enhance the engagement with
SATISFACTIO customer's pleasure brands in Metaverse
N AND and engagement on globally.
ADVOCACY the virtual platform Future research
(Sangroya et al., agenda:
2021). - - future research
- Brand’s should examine the
Gamification Activities extent to which less
in Metaverse were tech-savvy users
measured with Pour might experience
et al., 2021 & differing levels of
Vitkauskait_e and engagement and
Gatautis. 2018. hypothetical
- Brand’s relationship
engagement in consequences in
Metaverse: BCI and Metaverse
its impact on client - - Future research
responses may be may also uncover
enhanced in highly ways to tailor
immersive and Metaverse-
interactive media supported apps to
typical of VR those users' needs,
experiences (Wedel, expanding the
Bigne, & Zhang, technology's artistic
2020). Popularly, BCI potential and ability
is divided into to engage people
dimensions for from all walks of life.
emotional, - Furthermore, future
behavioural, and research should take
psychological advantage of this
features (Hollebeek et knowledge by fusing
al., 2014). Emotional it with research on
total engagement various cultural
occurs when brands understandings of
establish a good power to generate a
rapport with their more robust
consumers by understanding of
offering essential how societal
benefits and options variations affect the
or by creating usage and adoption
enjoyable and of Metaverse
memorable technology and how
experiences that the government can
could improve use this technology
consumers' overall for administration
views, attitudes, and purposes.
preferences (Arya et - - Future research
al., 2019, 2018). should use data by
Active participation is focusing its research
the root of activity full on various country
engagement, which conceptions to
may facilitate and generate a more
strengthen the comprehensive
demand to use or buy understanding of
a complete users' artistic
psychological trait. engagement with
Complete brands in Metaverse
engagement triggers globally.
states of keenly -
aware attention that -
may help people
absorb and
remember names.
But comprehensive
psychological
involvement, which is
mediated by
expensive media
settings that change
immersive interaction,
requires a social
dimension that
captures the social
engagement of the
entire experience.
- Affective brand
engagement by
Hollebeek et al., 2014