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

Psychology and Marketing - Tập 40 Số 4 - Trang 750-776 - 2023
Yogesh K. Dwivedi1,2, Laurie Hughes2, Yichuan Wang3, Ali Abdallah Alalwan4, Sun Joo Ahn5, Jaydeep Balakrishnan6, Sergio Barta7, Russell W. Belk8, Dimitrios Buhalis9,10, Vincent Dutot11, Reto Felix12, Raffaele Filieri13, Carlos Flavián7, Anders Gustafsson14, Chris Hinsch15, Svend Hollensen16, Varsha Jain17, Jooyoung Kim5, Anjala S. Krishen18, Jennifer Lartey14, Neeraj Pandey19, Samuel Ribeiro‐Navarrete20, Ramakrishnan Raman21, Philipp A. Rauschnabel22, Amalesh Sharma23, Μαριάννα Σιγάλα24,25, Cleopatra Veloutsou26, Jochen Wirtz27
1Department of Management, Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University) Pune Maharashtra India
2Digital Futures for Sustainable Business & Society Research Group, School of Management Swansea University, Bay Campus, Fabian Bay Swansea Wales UK
3Sheffield University Management School, The University of Sheffield, Sheffield, UK
4Department of Management and Marketing, College of Business and Economics, Qatar University, Doha, Qatar
5Grady College of Journalism and Mass Communication, Department of Advertising & Public Relations University of Georgia Athens Georgia USA
6Department of Management Studies, National Institute of Technology, Tiruchirappalli, India
7Department of Marketing and Marketing Management, Faculty of Economics and Business University of Zaragoza Zaragoza Spain
8Schulich School of Business, York University, Toronto, Canada
9Bournemouth University Business School, Poole, UK
10School of Hotel and Tourism Management The Hong Kong Polytechnic University Hung Hom China
11EM Normandie Business School, Métis Lab, Clichy, France
12Robert C. Vackar College of Business & Entrepreneurship University of Texas Rio Grande Valley Edinburg Texas USA
13Department of Marketing, Audencia Business School, Nantes, France
14Department of Marketing, BI-Norwegian Business School, Oslo, Norway
15Seidman College of Business Grand Valley State University Allendale USA
16Department of Entreprenuership and Relationship Management University of Southern Denmark Sønderborg Denmark
17MICA, India
18Las Vegas, Department of Marketing and International Business University of Nevada Las Vegas Nevada USA
19Marketing Area, National Institute of Industrial Engineering Mumbai India
20ESIC Business & Marketing School Barcelona Spain
21Symbiosis Institute of Business Management Pune & Symbiosis International (Deemed University) Pune India
22Digital Marketing and Media Innovation, College of Business Universität der Bundeswehr München Neubiberg Germany
23Mays Business School Texas A&M University College Station Texas USA
24Department of Business Administration University of Piraeus Pireas Greece
25Faculty of Business and Law Curtin University Bentley Australia
26Brand Management, Adam Smith Business School–Management University of Glasgow Glasgow Scotland UK
27Department of Marketing National University of Singapore Queenstown Singapore

Tóm tắt

AbstractThe 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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Psychology and Marketing

Tập 40 Số 4

750-776

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