University of Twente Student Theses
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The Future of Digital Retail: How do avatar-led branded experiences relate to users’ decisions to purchase virtual goods on Roblox?
Abdrakhmanova, Adelia (2025) The Future of Digital Retail: How do avatar-led branded experiences relate to users’ decisions to purchase virtual goods on Roblox?
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| Abstract: | This thesis explores how avatar-led branded experiences on Roblox influence users’ purchasing behaviors. With increasing immersion and sociability within virtual worlds, brands are making significant investments to create gamified, avatar-led worlds. However, currently, little is known about what features of such branded experiences affect users’ purchasing decisions. To contribute to this knowledge gap, this research employs a qualitative research method that combines non-participant observations of three branded worlds, H&M Lootopia, Vans World, and ALO Sanctuary, with two semi-structured interview sessions with two adult Roblox players. The research determined four emerging themes that motivate consumer engagement with branded virtual clothing and accessories: avatar customization as identity expression, psychological ownership and perceived value, social influence and peer validation, and branded world engagement and experience quality. They were determined through systematic thematic analysis and indicate that consumers are more likely to interact and buy digital goods when these behaviors enable personal expression, emotional connection, and social alignment. The results add to academic discussions on virtual consumer behavior and brand co-creation in metaverse environments. Strategically, the research offers recommendations to marketers designing branded space in immersive digital environments. The research suggests facilitating identity expression and symbolic value creation through customization and establishing a sense of community and recognition. Finally, this study demonstrates that branded metaverse spaces are not only promotional spaces, but also social ecosystems that foster more engagement and influence purchasing intentions. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/106832 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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