06/08/2026
Congratulations to our faculty member Prof. Dharun Kasilingam (Marketing Management) for his co-authored research publication titled "Designing the Fitverse: How Vividness, Interactivity, and Presence Drive Metaverse Fitness Engagement" appearing in the 'Journal of Retailing and Consumer Services', an ABDC 'A' category publication.
This research examines how immersive design and social features in metaverse fitness services enhance user engagement, intention to use, and sustained participation. The authors combine Norman's System Design Theory, the Stimulus–Organism–Response framework, and Flow Theory, to examine how the immersive design and social architecture of metaverse fitness applications shape user experiences. They also integrated design, presence, and flow to explain behavior in immersive services beyond entertainment, and extend metaverse research into health-focused retail. The results advise managers to enhance sensory features to sharpen focus, add social elements to sustain motivation, and adjust the mix based on user involvement. Applying these design principles can boost user retention, maintain engagement, and increase lifetime value, turning metaverse fitness into an effective health-promoting experience.
Read more about the Research here - https://www.sciencedirect.com/science/article/pii/S0969698925004357?via%3Dihub
