Relationship cultivation strategies in the metaverse

Abstract

This study uses the organization-public relationship approach to investigate the relationship cultivation strategies employed by an organization within the metaverse. This study also explores the highly immersive nature of metaverses, investigating both system and narrative immersion features. A content analysis of 101 existing metaverses reveals that networking (99%), positivity (98%), and assurance (76%) are most frequently used strategies by organizations, highlighting the unique affordances of the metaverse, such as embodiment, interactivity, and navigability. The findings suggest that organizations leverage the immersive properties of the metaverse to establish and cultivate relationships with their publics effectively. Furthermore, the majority of metaverse spaces exhibit medium to high levels of system immersion, while only a few incorporate clear narrative immersion features. These findings have implications for organizations seeking to engage with their audiences in immersive virtual environments.