El Engagement en el Metaverso: Una Revisión Sistemática Exploratoria sobre las Dimensiones Cognitiva, Afectiva y Conductual
Engagement in the Metaverse: A Scoping Review of the Cognitive, Affective, and Behavioral Dimensions
DOI:
https://doi.org/10.34624/jdmi.v9i21.41096Keywords:
metaverse, branding, engagement, brand communicationAbstract
The development of the metaverse has created new opportunities and challenges for branding. One of the most relevant aspects is brand engagement, understood as a multidimensional psychological state (cognitive, emotional and behavioral). The aim of this study is to explore how engagement has been conceptualized and addressed in the context of brand communication within the metaverse. To this end, a rapid review was conducted, following the PRISMA-ScR protocol, using the Web of Science and Scopus databases. The search strategy, based on keywords in English, enabled the identification and analysis of academic studies published between 2020 and 2025. The findings reveal that engagement, in each of its dimensions, can be achieved through experiential and emotional strategies. Furthermore, brands are experimenting with a variety of actions in virtual environments, ranging from immersive events to the creation of branded spaces, with the aim of strengthening user relationships. This study contributes to the understanding of engagement in the metaverse by mapping the existing literature and identifying gaps that may guide future academic and managerial approaches.
El desarrollo del metaverso ha generado nuevas oportunidades y desafíos para la comunicación de marca. Uno de los aspectos más relevantes es el engagement de marca, entendido como un estado psicológico multidimensional (cognitivo, emocional y conductual). El objetivo de este estudio es explorar cómo se ha conceptualizado y abordado el engagement en el contexto de la comunicación de marca dentro del metaverso. Para ello, se llevó a cabo una revisión sistemática exploratoria, siguiendo el protocolo PRISMA-ScR, utilizando las bases de datos Web of Science y Scopus. La estrategia de búsqueda, basada en palabras clave en inglés, permitió identificar y analizar los estudios académicos publicados entre 2020 y 2025. Los hallazgos revelan que el engagement, en cada uno de sus estados, se puede alcanzar a través de estrategias experienciales y emocionales. Asimismo, las marcas están experimentando con diversas acciones en los entornos virtuales, desde eventos inmersivos hasta la creación de espacios de marca, con el fin de fortalecer la relación con los usuarios. Este estudio contribuye a la comprensión del engagement en el metaverso al mapear la literatura existente e identificar vacíos que pueden orientar futuras aproximaciones académicas y profesionales.
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