The metaverse represents a revolutionary evolution in digital engagement, merging virtual reality (VR) and augmented reality (AR) technologies to create immersive environments where human interaction and brand engagement can flourish. This study investigates Indian marketers’ perceptions and adoption intentions of using the metaverse as a marketing tool, with a specific focus on the fashion and lifestyle industry. Utilizing the Technology Acceptance Model (TAM), the study analyses factors such as perceived usefulness, perceived ease of use, perceived risk, and computer anxiety to understand their impact on adoption intention. The findings underscore the current hesitation among Indian marketers due to concerns over privacy, return on investment, and limited familiarity with immersive technologies, while also highlighting significant opportunities for brands willing to engage with this emerging digital frontier.
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