How Big Brands Are Using Metaverse Avatars To Get Inside Your Head

GUILDFORD, England — Do you ever wish you could be in two places at once? Thanks to digital technology, you actually can, and scientists have just discovered that your virtual self is making decisions that affect your real life more than you might think. A new international study reveals that our digital avatars, which researchers call “digital doppelgängers,” are reshaping how we connect with brands in virtual worlds like the metaverse. Unlike the simple cartoon avatars of yesterday’s video games, these sophisticated digital doubles can touch, see, and hear in virtual environments.

The research, published in the Journal of Research in Interactive Marketing, followed 475 people in China as they interacted with brands through their digital doppelgängers in virtual worlds. When their digital twins had positive experiences with brands—feeling enjoyment, relaxation, or boosting their virtual reputation—people became more engaged with those brands in real life too.

This research breaks new ground by defining digital doppelgängers as virtual representations that give people a genuine sense of embodiment, essentially feeling present and in control within digital spaces. These aren’t just computer graphics anymore, but extensions of ourselves that can influence our real-world behavior.

If your digital twin attends a virtual Gucci fashion show and feels the excitement of walking the runway in designer clothing, you’re more likely to engage with the Gucci brand afterward, whether that means visiting their website, following them on social media, or even making a purchase.

This phenomenon is already happening. Companies like Nike, McDonald’s, and Gucci are investing heavily in creating immersive brand experiences in virtual worlds. They’re not just selling virtual products; they’re creating emotional connections that bridge the gap between digital and physical reality.

The study focused on three key outcomes that make this digital-to-real connection work. First is enjoyment, the simple pleasure people feel when their digital selves interact with brands in fun, engaging ways. Second is relaxation, the stress relief that comes from escaping into virtual worlds where you can control your experience. Third is reputation, the social status boost that comes from being seen with prestigious brands in virtual spaces.

When digital doppelgängers have enjoyable, relaxing, or reputation-boosting interactions with brands, people develop stronger connections with those companies in their actual lives.

To conduct their research, scientists surveyed people who actively used metaverse platforms like Roblox and ZEPETO in China. They asked detailed questions about how participants felt about their digital selves, how these avatars interacted with brands, and how engaged they were with those brands afterward.

Results showed that people who had positive brand experiences through their digital doppelgängers displayed significantly higher levels of brand engagement. The study found evidence suggesting that virtual brand interactions create genuine emotional connections that transfer to real life.

The Psychology Behind Virtual Brand Experiences

What makes these digital doppelgängers different from traditional avatars is their enhanced sense of “embodiment.” This involves three key components: body ownership (feeling the virtual body is yours), agency (feeling in control of the virtual body’s actions), and self-location (where you perceive yourself to be). However, the research notes that people’s actual sense of location typically remains with their physical body.

This technology continues to evolve. While current digital doppelgängers can see, hear, and feel virtual objects, researchers note that future versions might incorporate additional senses like smell and taste, though these technologies are still in development.

Major brands are already capitalizing on this phenomenon. Instead of traditional advertising, companies can now create experiences where our digital selves actively participate in brand stories. The study found that when digital doppelgängers interact with brands in virtual worlds, they also socialize with other doppelgängers, creating a complex web of social and brand relationships.

Brands in the Metaverse

The findings suggest that virtual brand interactions serve as the crucial link between digital doppelgängers and real-world brand engagement. Brands can now create emotional connections through virtual experiences that feel genuinely meaningful to consumers.

This study only focused on people already familiar with virtual worlds, mostly in China, and examined only positive brand interactions. Future research might explore how negative virtual experiences affect brand relationships, or how cultural differences influence these digital connections.

The metaverse is already changing how we shop, socialize, and form brand relationships. As our digital doppelgängers become more sophisticated and emotionally connected to us, brands face a simple choice: evolve or get left behind in a world where virtual experiences drive real-world behavior.