Статья

Metaverse in marketing and logistics: the state of the art and the path forward

Garry Wei‐Han TanUCSI Graduate Business School, UCSI University, Kuala Lumpur, MalaysiaEugene Cheng‐Xi AwUCSI Graduate Business School, UCSI University, Kuala Lumpur, MalaysiaTat‐Huei ChamUCSI Graduate Business School, UCSI University, Kuala Lumpur, MalaysiaKeng‐Boon OoiUCSI Graduate Business School, UCSI University, Kuala Lumpur, MalaysiaYogesh K. DwivediSchool of Management, Swansea University, Swansea, UKAli Abdallah AlalwanDepartment of Management and Marketing, College of Business and Economics, Qatar University, Doha, QatarJanarthanan BalakrishnanDepartment of Management Studies, National Institute of Technology Tiruchirappalli, Tiruchirappalli, IndiaHing Kai ChanNottingham University Business School China, University of Nottingham Ningbo China, Ningbo, ChinaJun-Jie HewFaculty of Business and Finance, Universiti Tunku Abdul Rahman–Kampus Perak, Kampar, MalaysiaLaurie HughesSchool of Management, Swansea University, Swansea, UKVarsha JainDepartment of Marketing, MICA, Ahmedabad, IndiaVoon‐Hsien LeeFaculty of Business and Finance, Universiti Tunku Abdul Rahman–Kampus Perak, Kampar, MalaysiaBinshan LinCollege of Business, Louisiana State University in Shreveport, Shreveport, Louisiana, USANripendra P. RanaDepartment of Management and Marketing, College of Business and Economics, Qatar University, Doha, QatarTeck Ming TanDepartment of Marketing, Management and International Business, Oulu Business School, University of Oulu, Oulu, Finland

2023en

ABI

Аннотация

Purpose Ever since its emergence, the metaverse has presented opportunities and disruptions to every stakeholder, including individual users and organizations. This article aims to offer valuable perspectives on six identified critical areas that the metaverse could significantly impact: marketing ethics, marketing communication, relationship marketing, retail marketing, supply chain management and transportation management. Design/methodology/approach Through a multi-perspective approach, this paper gathers valuable perspectives from various invited contributors to each of the six identified key areas that the metaverse could significantly impact. Findings For each key area identified, the invited contributors first share their valuable perspectives by discussing the roles of the metaverse. Subsequently, the invited contributors discuss their views on vital opportunities, challenges and research agenda concerning the metaverse. Originality/value With the widespread metaverse, it is expected that each key area identified is likely to undergo significant levels of disruption. Against this backdrop, this paper contributes to the academic literature and industry by gathering different perspectives from invited contributors on the relevance of the metaverse in marketing and logistics domains.

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Идентификаторы

DOI: 10.1108/apjml-01-2023-0078

Цитирования и источники

Цитирований: 6Использованных источников: 0

Показатели — AkademScholar