Drivers of consumer brand advocacy in the metaverse

Purpose In the context of fashion brands, this study addresses the gap in understanding the role of self-congruence – social self-congruence (SS) and ideal social self-congruence (IS) in consumer behaviour within the Metaverse. It provides insights into how SS and IS shape emotional brand attachment (BA) while exploring the potential influence of BA on consumer advocacy (CA). The mediating role of perceived brand authenticity (AU) is also explored, contributing to knowledge of consumer-brand relationships in virtual environments. Design/methodology/approach Data were collected from 286 respondents with fashion brand experiences in the Metaverse. The data were analysed using a mixed methods approach, i.e. structural equation modelling (SEM) – symmetrical method and fuzzy-set qualitative comparative analysis – asymmetrical method. Findings As per the findings from mixed methods (SEM and fs-QCA), in the metaverse context, both SS and IS have a significant impact on BA, which in turn significantly influences CA. Additionally, the impact of BA on CA was fully mediated (using bootstrap estimation in analysis of moment structures [AMOS] 23.0) by AU in the context of the Metaverse. Originality/value In the era of disruptive technology, this study offers practical insights for fashion brand practitioners to develop and manage brand-specific strategies. The study is novel and contributes to the drivers of CA in the Metaverse scenario by exploring the mediating role of AU in the BA– CA relationship.