Unpacking dimensions of brand humanization in the Metaverse Era

This study explores the concept of brand humanization in the metaverse, offering a theoretically grounded and empirically validated model based on five latent dimensions: Authenticity and Realism, Experiential Engagement, Universal Culture, Lead Actor, and Identity and Social Interaction. Through a structured literature review and an exploratory Structural Equation Modelling (SEM) analysis conducted with a sample of Italian managers, the research identifies key human-like characteristics that brands must adopt to foster emotional resonance and trust in immersive virtual environments. The findings underscore the importance of identity, interaction, and co-creation in shaping consumer-brand relationships within the metaverse. The study contributes to interdisciplinary scholarship at the intersection of marketing, digital sociology, and human-computer interaction, while offering practical insights for designing emotionally engaging and technologically adaptive brand strategies. • Proposes a five-dimensional model of brand humanization in the metaverse. • Employs Structural Equation Modelling on data from digital marketing professionals. • Identifies identity and social interaction as the strongest drivers of humanized brand perception. • Emphasizes the role of immersive engagement and user co-creation in virtual branding. • Offers theoretical and managerial implications for branding in immersive digital environments.