Psychology and Marketing· 2022Q1
Metaverse marketing: How the metaverse will shape the future of consumer research and practice
- 842citations
- Q1SCImago
- 2022year
Short summary
The metaverse presents transformative opportunities and challenges for marketers, necessitating new research directions and frameworks for understanding consumer interaction with brands in virtual environments.
AI-generated from the title and abstract; the full text is not read.
Key points
- The metaverse offers significant debate on transformative opportunities and challenges for marketers.
- The study proposes a new framework for understanding metaverse adoption's impact on marketing.
- New research directions are identified for digital marketing, branding, services, value creation, and consumer wellbeing.
- A checklist is provided for researchers to clarify metaverse benefits in digital marketing.
AI-generated from the title and abstract; the full text is not read.
Abstract
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.
The authors' abstract, as published at the source. Psychology and Marketing, 2022 · DOI ↗
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Field: Human-Computer Interaction
Human-Computer InteractionComputer Science