Metaverse represents a novel marketing trend as technology advances and consumers increasingly utilize digital platforms for work, leisure, and commerce. This research investigates the factors that contribute to a positive online experience when consumers engage in marketing activities within Metaverse, ultimately increasing brand engagement. The study aims to determine the primary factors that lead consumers to appreciate these activities, recognize information, and stimulate their senses. Data was collected online in Vietnam, using the SmartPLS software to analyze the research model. The research results confirm that streamlined payment and non-fungible tokens (NFTs) significantly enhance cognition, especially due to the effectiveness of blockchain technology. Participation in Metaverse activities tends to increase customers’ brand consciousness. Both theoretical and managerial contributions will be discussed.