Exploring Consumer Participation in Brand Metaverse Communities, Focusing on the Metaverse Features—Fantasy Experiences and Self‐Expansion

ABSTRACT In light of brands entering the metaverse, understanding consumer behavior in these virtual spaces becomes crucial. This study aims to explore how consumers' intentions to engage in building brand communities within the metaverse are influenced by their fantasy experiences in the brands' virtual stores where consumers are immersed in sensory‐rich, imaginative digital environments. By applying self‐expansion theory to brand–consumer relationships and the concept of temporarily expanding the boundary of the self through consumer metaverse experiences, this research examines the mediating role of self‐expansion in the relationship between fantasy experiences and brand community intentions. A total of 196 responses were collected among Zepeto users through consumer panels. Data were analyzed using AMOS 23.0 for confirmatory factor analysis and the Process macro in SPSS 23.0 for mediation and moderation analysis. Findings reveal direct positive effects of fantasy experiences on consumers' intentions to participate in metaverse brand communities. Users deeply engaged in the metaverse's fantasy experience could expand the sense of self, fostering active contributions to brand community activities. The study also investigates the influences of prior experiential activities in the metaverse, showing that prior engagement enhances the effects of fantasy experiences on self‐expansion. Among users with prior metaverse experiential activities, fantasy experiences exert more significant influences on self‐expansion, driving higher intentions to participate in brand communities.