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

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 marketingfocused 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.

Fake news believability: The effects of political beliefs and espoused cultural values

“…Though we are confident our findings will remain significant in other contexts, we encourage future researchers to test our theoretical model across other SNSs because different SM platforms may shape their users’ information consumption in different ways [ 136 ], as well as across devices (tablets, desktops, smartphones, etc.) and emerging metaverse platforms [ 137 , 138 ]. Third, all data in this study were collected using MTurk.…”

Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation

“…the leisure market segment) and/or for guests who wish to host hybrid business and leisure events such as weddings and business meetings. 7,25…”

“…Similarly, retailers have been historically slow to innovate and small retailers may not be able to afford to operate in the metaverse as companies must deal with the infrastructure and technological issues. 25,97 Notwithstanding challenges still to be resolved, metaverse retailing has the potential to enrich our lives and make life more convenient in the future.…”

“…82,86 We, therefore, call for scholars to extend this fruitful line of research into metaverse retailing. Sixth, as the co-existence of retailers in the real and virtual worlds is argued to be a challenge, 25 future research should investigate how metaverse retailers will complement real-world retailers and/or vice versa. • There is a need for research into EDI in metaverse retailing.…”

“…127 Using metaverse equipment, a user can explore the virtual landscape immersively. 25 This creates an enormous opportunity, for tourism destinations and organisations as well as for hospitality marketing. 128 Many tourism organizations are capitalizing on the metaverse to create new virtual tourism experiences, products, and services for their customers.…”