Influencer marketing is a marketing strategy used in the digital ecosystem to promote products or services through influencers or influential people in the digital environment. These influencers can be celebrities, experts on a particular subject, or simply people with a large follower base on social media. Thus, influencing followers can help promote a brand or product more effectively than traditional marketing. Although influencer marketing is a central concept in current trends in marketing strategies, most marketing managers have yet to incorporate it into their agenda. As a result, more research is needed to provide reliable and accurate data on influencer marketing to empower marketing managers and their teams with the necessary knowledge. Based on this research gap, a systematic bibliometric literature review was conducted. This research essay aims to assess the challenges and opportunities, thus building a reference framework for influencer marketing in the digital ecosystem.
A Digital marketing allows brands to disseminate information in a targeted way towards their clients and consumers, making bidirectional communication and interactions between organizations and audiences feasible. This reality not only allows companies to pass on messages about sustainability associated with processes and products with the aim of launching trends and shaping behaviour, but also allows consumers to share their experiences, needs, preferences and expectations. In this sense, the techniques used in the context of digital marketing make it possible not only to communicate products and services but also to show that brands are working to be more sustainable and to disseminate new sustainable trends that help to change consumer mindsets. This research paper employs a Systematic Literature Review with Bibliometric Analysis (SLBA) methodology to explore and synthesize data about how digital marketing can be used to promote and communicate sustainability. In this study, the results show that digital marketing strategies contribute to promoting sustainable development by encouraging sustainable consumption patterns. This scenario is possible by understanding consumer behavior, communicating key messages through the best channels and effectively evaluating green marketing campaigns on consumer attitudes and purchasing decisions.
The metaverse is a shared, virtual space where users can interact with each other and digital objects in real time. It has the potential to revolutionize the way we do business by providing a new platform for conducting transactions, collaborating on projects, and connecting with customers. Metaverse can benefit businesses by providing a new platform for virtual events. The metaverse also has the potential to revolutionize the way businesses collaborate and work with each other. Overall, the metaverse has the potential to be a powerful tool for businesses, providing a new platform for conducting transactions, collaborating on projects, and connecting with customers. More research is needed to provide reliable data for decision-making by managers, so based on these research gaps, this study aims to assess the challenges and opportunities, thus building a benchmark on how the metaverse can leverage the business world.
The term metaverse refers to a collective virtual shared space created by the convergence of virtually enhanced physical reality and physically persistent virtual space, including the sum of all virtual worlds, augmented reality, and the internet. In the context of marketing, the metaverse can be thought of as a new platform for brands to engage with consumers and create immersive, interactive experiences. Brands can use the metaverse to create virtual events, product demonstrations, and other interactive experiences that allow consumers to engage with the brand in a more meaningful way. The metaverse offers new and exciting opportunities for brands to connect with consumers and create engaging, interactive experiences that drive brand awareness and loyalty. As a result, more research is needed to provide reliable and accurate data on Metaverse in marketing. This study aims to assess the challenges and opportunities, thus building a frame of reference on metaverse in marketing.
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