Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Kandpal, Saumya Raman; Giri, Pratibha Title A name given to the resource Leveraging gamification in the metaverse: Strategies for consumer engagement, innovation, and problem-solving across fashion industries Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Navigating AI and the Metaverse in Scientific Research;pp.449-473 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-0340-6.ch022" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-0340-6.ch022</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105005388420?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105005388420?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Kandpal S.R., Christ University, India; Giri P., Christ University, India Description An account of the resource As the world adapted during the pandemic, virtual platforms became groundbreaking in terms of popularity, which brought forth the Metaverse, a transformative digital universe. This development is blurring the lines between gaming and the consumer internet and providing immersive, emotional, and socialized experiences. The variables driving deeper connections are technology readiness, user experience, and social influences. This study explores the effective use of animated agents in VR as an advertising strategy, linking findings to existing research. Much attention is given to gamification and VR, but little focus exists on how these experiences resonate with India's unique cultural context. The integration of Indian traditions into the Metaverse can revolutionize brand engagement, reshaping consumer perceptions and interactions. The paper discusses consumer engagement, readiness, and problem- solving, and it is based on the potential of culturally aligned VR experiences to transform industries, enhance connections, and create new avenues for brand immersion in the digital era. 2025, IGI Global Scientific Publishing. All rights reserved. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833730342-0; 979-833730340-6; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online