Virtual Love, Real Impact: How Brand Love Affects Disability Acceptance and Uniqueness in the Metaverse

ABSTRACT In the post‐pandemic digital world, consumers desire immersive, emotionally vibrant, and ethically inclusive experiences. This transition presents both advantages and challenges for marketers seeking to engage diverse customers through emerging technologies, such as the Metaverse. This study explores the perceptions and experiences of people with disabilities in the Metaverse and examines how brand love can enhance acceptance of disability and fulfill the need for uniqueness among this population segment. A mixed‐methods approach was adopted. A qualitative study was conducted with 22 physically disabled individuals and 13 experts, followed by an empirical study with a sample of 540 U.S. Metaverse users with physical disabilities who have experienced virtual worlds. The findings underscore the significance of immersive interaction and inclusivity in shaping the future of consumer‐brand relationships by revealing how virtual environments can uplift the psychological well‐being of marginalized users and strengthen emotional brand connections. The results provide substantial guidance for marketers navigating the challenges of representation, personalization, and inclusive value creation in virtual environments.