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All Journal Jurnal Indonesia Sosial Sains Jurnal Manajemen, Akuntansi, Ekonomi
Arie Bowo, Ferdian
Unknown Affiliation
Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Energy Environmental Science Immunology & microbiology Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Physics Social Sciences

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Consumer Experience and Loyalty in the Metaverse: A Systematic Review Arie Bowo, Ferdian; Rahman Rahim, Abdul; Nut, Nut
Jurnal Manajemen, Akuntansi, Ekonomi Vol. 4 No. 2 (2025): Jurnal Manajemen, Akuntansi, Ekonomi (September)
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jmae.v4i2.1739

Abstract

This study synthesizes eight articles through a systematic literature review and meta-synthesis to explore consumer experiences in the metaverse and their influence on brand loyalty. Six key themes were identified: Immersion–Presence–Awe Pathway, Avatar and Personalization, Visual Cognition and Decision-Making, Social Presence and Community Identity, Brand Anthropomorphism and Loyalty, and Habituation and Experience Dynamics. Findings show that technological factors such as immersion, avatars, personalization, and visual design act as stimuli that trigger cognitive and emotional responses, including presence, awe, and brand love, shaping engagement, purchase intentions, and loyalty. The study highlights the complex interaction of cognitive, affective, and conative dimensions in immersive environments and underscores the importance for marketers to create interactive, personalized, and sustainable experiences that sustain long-term consumer engagement.
Meme Marketing: Generation Z Consumer Behavior on Social Media Arie Bowo, Ferdian; Anisah, Anisah; Marthalia, Lia
Jurnal Indonesia Sosial Sains Vol. 5 No. 02 (2024): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v5i02.995

Abstract

This study investigates the phenomenon of "Meme Marketing" and its impact on the consumer behavior of Generation Z on social media. The research focuses on the characteristics, classification, coherence levels, and format evolution of memes, as well as their role in marketing strategies. Meme characteristics, such as fidelity, fecundity, longevity, and additional elements like relevance, ease of replication, uniqueness, and humor, are identified as key influencers on meme dissemination. Meme classification involves four types proposed by Knobel and Lankshear, along with considerations of genre, format, and media, providing an overview of meme diversity. The transformation of meme formats, from single images to GIF videos, reflects adaptation to trends and social media technology. The role of memes in marketing strategies goes beyond brand awareness, becoming a source of innovation in the cultural industry. Humor, as a key element, plays a crucial role in attracting attention and creating appeal for consumers. Meme virality factors, such as relevance, iconicity, humor, and format, require effective embedding and distribution strategies. In the context of Generation Z consumer behavior, memes provide satisfaction in entertainment, social interaction, and information. Media factors, including embedding and distribution strategies, are crucial for the successful dissemination of memes and consumer engagement. Applying marketing theory frameworks, this research offers both theoretical and practical implications for the development of effective marketing strategies in the digital era
Co-Authors Anisah Marthalia, Lia Nut, Nut Rahman Rahim, Abdul