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

Yogesh Dwivedi Orcid Logo, Laurie Hughes Orcid Logo, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta Orcid Logo, Russell Belk, Dimitrios Buhalis Orcid Logo, Vincent Dutot, Reto Felix Orcid Logo, Raffaele Filieri Orcid Logo, Carlos Flavián Orcid Logo, Anders Gustafsson Orcid Logo, Chris Hinsch, Svend Hollensen, Varsha Jain, Jooyoung Kim, Anjala S. Krishen Orcid Logo, Jared O. Lartey Orcid Logo, Neeraj Pandey Orcid Logo, Samuel Ribeiro‐Navarrete, Ramakrishnan Raman Orcid Logo, Philipp A. Rauschnabel Orcid Logo, Amalesh Sharma, Marianna Sigala, Cleopatra Veloutsou Orcid Logo, Jochen Wirtz

Psychology and Marketing

Swansea University Authors: Yogesh Dwivedi Orcid Logo, Laurie Hughes Orcid Logo

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DOI (Published version): 10.1002/mar.21767

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 cons...

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Published in: Psychology and Marketing
ISSN: 0742-6046 1520-6793
Published: Wiley 2022
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa62005
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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.
Keywords: augmented reality, avatars, consumer behaviour, extended reality, marketing, Metaverse,second life, virtual reality, virtual world
College: Faculty of Humanities and Social Sciences