Metaverse Technologies and its effect on Brand Identity through Artificial Intelligence Marketing Activities as a mediating variable in the tourism industry: Testing the moderating role of Brand Excitement | ||
| مجلة البحوث المالية والتجارية | ||
| Volume 26, Issue 2 - Serial Number 1, April 2025, Pages 236-291 PDF (1.14 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jsst.2025.350579.1945 | ||
| Authors | ||
| شريف طاهر محمد فريد* ; شيماء فهمي عبد المجيد | ||
| أكاديمية السادات للعلوم الإدارية - كلية الإدارة الفرع الرئيسي | ||
| Abstract | ||
| The main purpose of the article is to clarify how Metaverse Technologies (Virtual Reality (VR), Augmented Reality (AR), 3D Modelling and Simulation, and Haptic Feedback) can change the tourism experiences and transform tourism marketing strategies in Egypt. It also aims to conceptualize the meaning and characteristics of metaverse in the tourism industry, examine its technologies and the artificial intelligence marketing activities affected by it. It also reveals the ways in which metaverse technologies take in creating a brand’s identity and how it affects user’s loyalty or satisfaction. Building on what was said before, this study explores how brand excitement moderates the relationship between brand identity and artificial intelligence marketing activities. The structural model results indicated that Metaverse Technologies significantly influences Brand Identity. In addition, that all dimensions of Metaverse Technologies have significant influence on Brand Identity Except Augmented Reality. Moreover, Metaverse Technologies significantly influences AI Marketing Activities. On the contrary AI Marketing Activities construct has no influence on Brand Identity and it doesn't mediate the relationship between Metaverse Technologies and Brand Identity. Furthermore, statistical results show that Metaverse Technologies construct has a positive and significant effect on Brand Excitement. Also, all dimensions of Metaverse Technologies have significant influence on Brand Excitement. Finally, Brand Excitement has positive and significant effect on Brand Identity and significantly moderates the relationship between AI Marketing Activities and Brand Identity. | ||
| Keywords | ||
| Metaverse Technologies; Artificial Intelligence Marketing Activities; Brand Identity; Brand Excitement; .Tourism industry in Egypt | ||
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