The School of Management proudly announces the outstanding achievement of Dr. Yogesh K. Dwivedi, Professor of Digital Marketing & Innovation, who has been honoured with the prestigious 2023 Best Paper Award by the Journal of Consumer Behaviour (JCB).
In a innovative accomplishment, Dr. Yogesh K. Dwivedi, alongside co-authors Dr. Vikas Arya, Rachita Sambyal, and Dr. Anshuman Sharma, has been recognised for their paper titled "Brands are calling your AVATAR in Metaverse–A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world." This paper has been applauded for its significant insights into marketing dynamics within virtual environments.
Renowned for his expertise in information systems, and digital and social media marketing, Dr. Yogesh K. Dwivedi's latest accolade marks a pivotal moment in exploring the potential of the Metaverse and its impact on brand-consumer relationships.
The awarded paper delves into the influence of gamified marketing activities on consumer-based brand equity for intangible products (NFTs) within the Metaverse, while also examining the mediating role of consumers' brand engagement and brand love.
This recognition highlights the growing significance of the Metaverse as a platform for innovative consumer interactions and marketing strategies. The study, which draws from data in emerging markets, employs advanced methodologies to test its theoretical model, offering valuable insights into the embodiment, AVATAR presence, and interactivity within the Metaverse, guided by social exchange theory.
The School of Management extends heartfelt congratulations to Dr. Yogesh K. Dwivedi on this well-deserved honour. His exceptional contributions underscore his position as a leading figure in the field, inspiring both scholars and practitioners to explore the transformative potential of research in navigating the complexities of the digital landscape.
Earlier, Professor Dwivedi led a multidisciplinary team of authors to develop a guidance article titled "Metaverse Beyond the Hype: Multidisciplinary Perspectives on Emerging Challenges, Opportunities, and Agenda for Research, Practice, and Policy," which has become one of the most cited articles on this topic.
“As co-authors of this pioneering work, we are honoured to receive the 2023 Best Paper Award from the Journal of Consumer Behaviour (JCB). Our exploration into the Metaverse's marketing frontiers sets a new benchmark for understanding the nuanced dynamics between brands and consumers in digital realms. Our study on XR-based gamification and brand equity in virtual environments not only reflects our team's dedication to innovation but also marks a pivotal step forward in understanding the complexities of digital consumer engagement.” Stated Dr. Yogesh K. Dwivedi.
As we celebrate this remarkable accomplishment, we anticipate Dr. Yogesh K. Dwivedi's continued success and the ongoing advancement of our School of Management as a hub for pioneering research and academic excellence.