Zahy Ramadan

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.

Purpose: With an emphasis on the key consumer journey phases of awareness, engagement, purchase and loyalty, this study examines the relative effects of generative AI on customer–brand relationships across X and Threads. Design/methodology/approach: Using an exploratory qualitative methodology, data were collected through two studies from interviews with 40 users interacting with non-generative AI brands and 30 consumers engaging with brands using generative AI on both X and Threads. Findings: The results show that although Threads’ community-focused and visual approach increases engagement and loyalty, especially for non-generative AI brands, generative AI’s automated content significantly increases awareness and purchases on X. Originality/value: No study has directly contrasted the branding strategies and patterns of customer interaction between brands on microblogging platforms such as X and Threads that use generative AI and those that do not. This gap is of extreme significance as generative AI is changing the way brands interact with customers and maintain connections; however, its effects have not been fully studied at the awareness, engagement, purchase and loyalty stages of the customer experience.

Many industries today acknowledge the unique needs of consumers with physical disabilities. The beauty industry, in particular, has been developing new offerings to cater to this specific market. This study aims to examine the effects of using inclusive beauty products on the psychological wellbeing of people with physical disabilities as well as on brand addiction. The study follows an exploratory qualitative approach. Data were collected from 215 online reviews and in‐depth interviews with 24 consumers with different types of physical disability alongside 14 beauty and marketing experts. The study reveals that psychological wellbeing is the primary motivation for consumers with physical disabilities to use beauty products. However, over time, a strong emotional connection with these brands can form, potentially leading to addictive behaviors. To avoid brand addiction that could harm their emotional and financial wellbeing, beauty companies need to gain deeper insights into their customers, particularly those in vulnerable groups, and focus on creating effective marketing and advertising strategies to raise awareness among them. This research closely aligns with Sustainable Development Goal 10, which aims to create a more inclusive and equitable society.

Generative artificial intelligence technologies are transforming brand‐customer interactions by offering highly personalized and dynamic virtual experiences. This underscores the importance of studying their significant impact on customer experiences in the Metaverse. Accordingly, the study aims to explore how users' attachment to the Metaverse relates to the underlying psychological drivers of customer engagement with brands using generative AI in the digital realm. A mixed‐method approach was adopted, beginning with an exploratory study that involved in‐depth interviews with 24 participants to gain an initial understanding of consumers' psychological and behavioral reactions to brands in the Metaverse. An empirical study was then conducted, surveying 407 UK‐based users of virtual worlds who interacted with brands using generative AI on these platforms. The goal was to understand how the need for uniqueness influences self‐identity expression and to examine how these factors are affected by attachment to virtual places. The research highlights the nuanced relationship between the pursuit of uniqueness and the integration of brand narratives into one's identity particularly when supported by highly personalized, adaptive AI technologies.

Purpose: While there has been a growing interest in the field of Metaverse-related research, its impact on vulnerable segments of the population, particularly those with special needs, is yet to be fully examined. This research develops the underlying scant theoretical knowledge related to the attachment of people with disabilities to the Metaverse and its effects on their need for uniqueness and acceptance of disability, and hence their sense of inclusivity and overall well-being. Design/methodology/approach: The study adopted a quantitative approach using an Internet-based survey. The sample size consisted of 530 Metaverse users with a physical disability in the USA. The proposed model integrates virtual place attachment alongside disabled consumers' need for uniqueness, and acceptance of their physical disability. SPSS and LISREL were utilized for data analysis and SEM. Findings: The study underscores the complexity of the interplay between virtual place attachment, disability acceptance and the need for uniqueness among physically disabled users in the Metaverse. It investigates how the attachment to virtual spaces by people with disability influence their psychological well-being. Originality/value: This research adds to the interactive marketing and disabled consumer psychology literature exploring the theoretical and practical implications from an attachment and need for uniqueness theory perspectives.

The development pace of digital socialization has accelerated drastically in the past decade, especially with the COVID-19 pandemic. Through that continuing digital shift, the idea of the metaverse, a virtual parallel world that can digitally replicate people’s lives, is developing fast through Meta’s (previously known as Facebook) announcement in October 2021 that it will dedicate sizeable investments in it. While the metaverse provides immense opportunities to brands, the primary concern will be on how integrate it with current media and retail channels, whether they are offline or online. Accordingly, using an exploratory qualitative approach, this study examined the potential strategic channel-based marketing routes that companies would face in the presence of the metaverse. The findings show that the route to market will become much more complex given the metaverse’s own platform setup. Strategic multichannel and omnichannel routes are examined through a proposed framework that takes into consideration the expected evolution of the metaverse platform.

Purpose: This study aims to integrate brand and retailer levels variables to examine the direct and indirect relationships between omnichannel retailing and consumer engagement.Design/methodology/approach: Survey data are collected from a sample consumers of different omnichannel retailing brands operating in the skin care industry. Partial least squares structural equation modeling is utilized.Findings: The study finds brand channels' integrated interactions (process and content consistency) to increase consumer brand engagement. Findings show retailer consumer empowerment to intensify the impact of omnichannel retailing on consumer engagement. Results also show brand channels' integrated interactions to increase consumer brand familiarity, which mediates the effect of omnichannel retailing on consumer engagement.Originality/value: This study suggests that integrating brand- and retailer-level variables is vital to understand the effect of omnichannel retailing on consumer engagement. The study concludes that for successful omnichannel strategy, collaboration between brands and retailers is imperative.