How the metaverse and virtual worlds are redefining fashion marketing and brand engagement

Purpose This study explores how design, technology and social–psychological factors shape customer experiences in the metaverse, with a focus on the fashion industry in Karnataka, India. It aims to understand how appealing visuals, seamless technology and immersive features enhance customer engagement and loyalty. Using the stimulus-organism-response (S-O-R) framework, the research analyzes how design and technology serve as stimuli, shaping user perceptions and responses. The study addresses the gap between customer expectations and current metaverse experiences, offering strategic insights for businesses to create effective, personalized virtual environments. Design/methodology/approach The study investigates the influence of virtual reality (VR) in the metaverse on customer experience, focusing on how it enhances business growth. Data were collected from 389 customers in Karnataka, India, using purposive sampling. The research uses the S-O-R model to analyze the relationship between design, technology and social and psychological factors. The study provides insights into how businesses can use the metaverse to improve customer interactions and engagement. Findings The study found that while technology exceeded customer expectations, design factors fell short, indicating dissatisfaction with the visual appeal of metaverse tools. Customer experience and engagement did not meet expectations, indicating room for improvement. Successful businesses prioritize meeting or exceeding customer expectations to foster loyalty. Originality/value The research in Karnataka, Southern India, examines the integration of virtual reality, specifically the metaverse, into daily life and its impact on customer experiences. It focuses on aesthetics, technology and social and psychological influences, offering practical recommendations for businesses in this evolving digital landscape.