Metaverse marketing and consumer research: theoretical framework and future research agenda in tourism and hospitality industry

Rather, Raouf Ahmad

doi:10.1080/02508281.2023.2216525

Cited by 23 publications

(10 citation statements)

References 45 publications

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“…Furthermore, recent industry-oriented research studies on MVM have predominantly focused on the tourism industry (Rather, 2023;Koo et al, 2022). For instance, the study by Buhalis et al (2023a) focused on the metaverse as a disruptive technology revolutionising tourism management.…”

Section: Metaverse Marketingmentioning

confidence: 99%

“…This is the process by which MVM is used to build brand communities and communication. Rather (2023) asserts that MVM's immense power as a key player in fostering brand communities in the metaverse and the brand-consumer relationship enables customers to communicate with brands and with one another, capitalising on the effects of derived ideas like the value of online word-of-mouth and the transparency of metaverse brand communities. In the same vein, Buhalis et al (2023b) also draws attention to the fact that MVM fosters brand communities in the metaverse by promoting brand community dialogue on topics like value co-creation and product advantages.…”

Section: Metaverse Marketingmentioning

confidence: 99%

“…For instance, MVM is used by premium brands to build brand experiences that promote long-term growth. This makes it possible for customers to engage with brands and contribute to the development of brand value (Rather, 2023).…”

Section: Metaverse Marketingmentioning

confidence: 99%

“…More precise targeting is possible because of this degree of personalisation, which goes beyond basic segmentation by demographics. SMEs may enhance customer experience and boost engagement by providing users (or customers) with marketing content that speaks to their distinct qualities (Rather, 2023). SMEs can market in a personalised setting by leveraging the metaverse.…”

Section: Metaverse Marketingmentioning

confidence: 99%

“…The way customers behave is changing, and they are gravitating more and more towards technology-related purchases (Rather, 2023). Customers all across the world, for instance, claim that online/social media platforms make it simpler to communicate with brands (Bozkurt et al ., 2023).…”

Section: Introductionmentioning

confidence: 99%

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Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Abrokwah-Larbi

2024

JCMARS

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PurposeThis study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).Design/methodology/approachA theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.FindingsThis research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.Originality/valueThis current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

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Section: Metaverse Marketingmentioning

confidence: 99%

Section: Metaverse Marketingmentioning

confidence: 99%

Section: Metaverse Marketingmentioning

confidence: 99%

Section: Metaverse Marketingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Abrokwah-Larbi

2024

JCMARS

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Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience

Mansoor,

Rahman,

Bowden

2024

J of Consumer Behaviour

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The promise of the metaverse as a collective, virtual, and shared social space is revolutionizing digital retail. This study provides groundbreaking insights into customer experience in immersive metaverse environments, as well as into how these experiences on metaverse platforms influence customers' real‐world consumption behaviors. Drawing upon data from metaverse platform users in the US, this study identifies the specific antecedents of a positive customer experience on metaverse platforms, including the role of social presence and trialability. Further, it demonstrates the potential for purchase spillovers from the metaverse to traditional retail channels, extending the omnichannel retail literature. In addition, it examines how early‐stage versus long‐term users of the metaverse shape users' intentions to revisit metaverse platforms. Based on our results, we offer a comprehensive model of customers' metaverse behaviors, which may be used to predict and enhance customers' purchase intentions across channels. Our results also demonstrate that the metaverse is not merely a parallel digital retail channel but instead an influential extension of the customers' real‐world consumption. From a managerial perspective, we offer metaverse operators and retail brand managers insights into how an engaging and immersive customer experience in the metaverse can be developed to support metaverse platform growth, and targeted brand strategies that translate into real‐world gain for both the brand and the customer. The findings suggest that metaverse platforms must deliver customer experiences at a very high level to prevent stagnation in metaverse usage intentions; therefore, managers can confidently continue investing in relevant strategies to fuel metaverse platform growth.

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Evaluation of the Metaverse: Perspectives of Travel Agency Employees

Demir,

Guven,

Sahin

2023

Lecture Notes in Networks and Systems

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Metaverse marketing and consumer research: theoretical framework and future research agenda in tourism and hospitality industry

Cited by 23 publications

References 45 publications

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience

Evaluation of the Metaverse: Perspectives of Travel Agency Employees

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