Maqola

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Yogesh K. DwivediDepartment of Management, Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University) Pune Maharashtra IndiaLaurie HughesDigital Futures for Sustainable Business & Society Research Group, School of Management Swansea University, Bay Campus, Fabian Bay Swansea Wales UKYichuan WangSheffield University Management School The University of Sheffield Sheffield UKAli Abdallah AlalwanDepartment of Management and Marketing, College of Business and Economics Qatar University Doha QatarSun Joo AhnGrady College of Journalism and Mass Communication, Department of Advertising & Public Relations University of Georgia Athens Georgia USAJanarthanan BalakrishnanDepartment of Management Studies National Institute of Technology Tiruchirappalli IndiaSergio BartaDepartment of Marketing and Marketing Management, Faculty of Economics and Business University of Zaragoza Zaragoza SpainRussell W. BelkSchulich School of Business York University Toronto CanadaDimitrios BuhalisBournemouth University Business School Poole UKVincent DutotEM Normandie Business School, Métis Lab Clichy FranceReto FelixRobert C. Vackar College of Business & Entrepreneurship University of Texas Rio Grande Valley Edinburg Texas USARaffaele FilieriDepartment of Marketing Audencia Business School Nantes FranceCarlos FlaviánDepartment of Marketing and Marketing Management, Faculty of Economics and Business University of Zaragoza Zaragoza SpainAnders GustafssonDepartment of Marketing BI—Norwegian Business School Oslo NorwayChris HinschSeidman College of Business Grand Valley State University Allendale USASvend HollensenDepartment of Entreprenuership and Relationship Management University of Southern Denmark Sønderborg DenmarkVarsha JainMICA IndiaJooyoung KimGrady College of Journalism and Mass Communication, Department of Advertising & Public Relations University of Georgia Athens Georgia USAAnjala S. KrishenLas Vegas, Department of Marketing and International Business University of Nevada Las Vegas Nevada USAJared Offei LarteyDepartment of Marketing BI—Norwegian Business School Oslo NorwayNeeraj PandeyMarketing Area, National Institute of Industrial Engineering Mumbai IndiaSamuel Ribeiro‐NavarreteESIC Business & Marketing School Barcelona SpainRamakrishnan RamanSymbiosis Institute of Business Management Pune & Symbiosis International (Deemed University) Pune IndiaPhilipp A. RauschnabelDigital Marketing and Media Innovation, College of Business Universität der Bundeswehr München Neubiberg GermanyAmalesh SharmaMays Business School Texas A&M University College Station Texas USAΜαριάννα ΣιγάλαDepartment of Business Administration University of Piraeus Pireas GreeceCleopatra VeloutsouBrand Management, Adam Smith Business School–Management University of Glasgow Glasgow Scotland UKJochen WirtzDepartment of Marketing National University of Singapore Queenstown Singapore

2022en

ABI

Annotatsiya

Abstract The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation, and consumer wellbeing.

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Identifikatorlar

DOI: 10.1002/mar.21767

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