Virtual brand experience and brand evangelism in the metaverse: mediating role of brand coolness and moderating role of tech savviness

Purpose The present research examined the model of virtual brand experience and brand evangelism grounded in the SOR model. Brand coolness is included as the mediator for the relationship between virtual brand experience and brand evangelism. Further, tech savviness is introduced as the moderator for the relationship between virtual brand experience and brand coolness. Design/methodology/approach This research used purposive sampling to collect data from 284 metaverse users. The proposed research model is empirically tested by using SmartPLS 4.0. Findings The analysis revealed that the relationship between virtual brand experience and brand evangelism is significant and consistent with the SOR model. The mediation effect of brand coolness was found to significantly influence the relationship between virtual brand experience and brand evangelism. Interestingly, tech savviness is identified as a significant moderator in affecting the virtual brand experience and brand coolness. Originality/value This research contributes to the existing literature by integrating the SOR model to explain the mediating effect of brand coolness on the relationship between virtual brand experience and brand evangelism. Furthermore, this study introduces customers’ tech savviness as a key moderator that strengthens the relationship between virtual brand experience and brand coolness, offering new insights into individual differences that shape brand perception in the metaverse setting. The findings extend the current branding literature by providing practical guidance for marketers operating on virtual platforms.

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