Customer engagement has been a focus of a significant amount of research. Most of the prior research on customer engagement typically focused on engagement and loyalty in loyalty program context, while the impact of rewarded customer engagement on program members has largely been missed out. Additionally, no prior study yet has focused on the conceptualization of rewarded customer engagement, while exploring and comparing its significance on various digital platforms, such as loyalty programs and Metaverse. Thus, this study aims to conceptualize rewarded customer engagement while investigating its impact on loyalty program members, and whether it induces and/or encourages their engagement in brand’s Metaverse platform(s).

• Muniba Rauf(University of Jyvaskyla, Finland)
• Xiaolin Li(London School of Economics & Political Science, United Kingdom)
• Heikki Karjaluoto(University of Jyvaskyla, Finland)