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

Yogesh Dwivedi, David Hughes, 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, Volume: 40, Issue: 4

Swansea University Authors: Yogesh Dwivedi, David Hughes

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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
first_indexed 2022-11-22T20:20:28Z
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spelling 2023-08-30T11:49:31.9388664 v2 62005 2022-11-22 Metaverse marketing: How the metaverse will shape the future of consumer research and practice d154596e71b99ad1285563c8fdd373d7 Yogesh Dwivedi Yogesh Dwivedi true false 7abaa0ecff88cdfd7a208d27a8b62173 David Hughes David Hughes true false 2022-11-22 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. Journal Article Psychology and Marketing 40 4 Wiley 0742-6046 1520-6793 augmented reality, avatars, consumer behaviour, extended reality, marketing, Metaverse,second life, virtual reality, virtual world 16 12 2022 2022-12-16 10.1002/mar.21767 COLLEGE NANME COLLEGE CODE Swansea University SU Library paid the OA fee (TA Institutional Deal) 2023-08-30T11:49:31.9388664 2022-11-22T20:12:53.1742004 Faculty of Humanities and Social Sciences School of Management - Business Management Yogesh Dwivedi 1 David Hughes 2 Yichuan Wang 3 Ali A. Alalwan 4 Sun J. (Grace) Ahn 5 Janarthanan Balakrishnan 6 Sergio Barta 0000-0001-8353-3870 7 Russell Belk 8 Dimitrios Buhalis 0000-0001-9148-6090 9 Vincent Dutot 10 Reto Felix 0000-0002-3864-2397 11 Raffaele Filieri 0000-0002-3534-8547 12 Carlos Flavián 0000-0001-7118-9013 13 Anders Gustafsson 0000-0001-8278-1442 14 Chris Hinsch 15 Svend Hollensen 16 Varsha Jain 17 Jooyoung Kim 18 Anjala S. Krishen 0000-0002-4749-5130 19 Jared O. Lartey 0000-0003-4921-2816 20 Neeraj Pandey 0000-0002-6238-6397 21 Samuel Ribeiro‐Navarrete 22 Ramakrishnan Raman 0000-0003-3642-6989 23 Philipp A. Rauschnabel 0000-0003-2188-6747 24 Amalesh Sharma 25 Marianna Sigala 26 Cleopatra Veloutsou 0000-0002-1373-6338 27 Jochen Wirtz 28 62005__26133__ff5003b2c3d1494d878451cc95b6e7cc.pdf 62005.pdf 2022-12-28T18:32:52.9800044 Output 2010921 application/pdf Version of Record true © 2022 The Authors. This is an open access article under the terms of the Creative Commons Attribution‐NonCommercial License true eng http://creativecommons.org/licenses/by-nc/4.0/
title Metaverse marketing: How the metaverse will shape the future of consumer research and practice
spellingShingle Metaverse marketing: How the metaverse will shape the future of consumer research and practice
Yogesh Dwivedi
David Hughes
title_short Metaverse marketing: How the metaverse will shape the future of consumer research and practice
title_full Metaverse marketing: How the metaverse will shape the future of consumer research and practice
title_fullStr Metaverse marketing: How the metaverse will shape the future of consumer research and practice
title_full_unstemmed Metaverse marketing: How the metaverse will shape the future of consumer research and practice
title_sort Metaverse marketing: How the metaverse will shape the future of consumer research and practice
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
7abaa0ecff88cdfd7a208d27a8b62173
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
7abaa0ecff88cdfd7a208d27a8b62173_***_David Hughes
author Yogesh Dwivedi
David Hughes
author2 Yogesh Dwivedi
David Hughes
Yichuan Wang
Ali A. Alalwan
Sun J. (Grace) Ahn
Janarthanan Balakrishnan
Sergio Barta
Russell Belk
Dimitrios Buhalis
Vincent Dutot
Reto Felix
Raffaele Filieri
Carlos Flavián
Anders Gustafsson
Chris Hinsch
Svend Hollensen
Varsha Jain
Jooyoung Kim
Anjala S. Krishen
Jared O. Lartey
Neeraj Pandey
Samuel Ribeiro‐Navarrete
Ramakrishnan Raman
Philipp A. Rauschnabel
Amalesh Sharma
Marianna Sigala
Cleopatra Veloutsou
Jochen Wirtz
format Journal article
container_title Psychology and Marketing
container_volume 40
container_issue 4
publishDate 2022
institution Swansea University
issn 0742-6046
1520-6793
doi_str_mv 10.1002/mar.21767
publisher Wiley
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description 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.
published_date 2022-12-16T14:20:45Z
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score 11.048149

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