Metaverse marketing: How the metaverse will shape the future of consumer research and practice
Маркетинг метавселенной: как метавселенная сформирует будущее исследований и практики в области поведения потребителей
2022-12-16
SCID: 54.1/24zyd2pw
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brand interactionsconsumer researchconsumer wellbeingdigital marketingmetaverse marketing
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Abstract (AI)
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.
Key Findings
1
It develops a future research agenda and checklist addressing metaverse contributions to digital marketing, advertising, branding, services, value creation, and consumer wellbeing.
2
It identifies significant challenges and transformative opportunities for brand–consumer interactions within the metaverse.
3
The paper proposes a framework to guide academic, managerial, and policy discussions about metaverse marketing.
4
The study examines marketing implications of hypothetical widespread metaverse adoption using insights from expert contributors.
5
The study highlights that metaverse adoption may have broader societal and cultural implications beyond its effects on users and organizations.
Research Object
The metaverse as a consumer-facing digital environment for brand interaction
Research Subject
Marketing implications, challenges, transformative opportunities, and potential effects on consumer research and practice
Publication Details
Publication Date
2022-12-16
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