Show simple item record

AuthorDwivedi, Yogesh K.
AuthorHughes, Laurie
AuthorWang, Yichuan
AuthorAlalwan, Ali A.
AuthorAhn, Sun J.
AuthorBalakrishnan, Janarthanan
AuthorBarta, Sergio
AuthorBelk, Russell
AuthorBuhalis, Dimitrios
AuthorDutot, Vincent
AuthorFelix, Reto
AuthorFilieri, Raffaele
AuthorFlavián, Carlos
AuthorGustafsson, Anders
AuthorHinsch, Chris
AuthorHollensen, Svend
AuthorJain, Varsha
AuthorKim, Jooyoung
AuthorKrishen, Anjala S.
AuthorLartey, Jared O.
AuthorPandey, Neeraj
AuthorRibeiro-Navarrete, Samuel
AuthorRaman, Ramakrishnan
AuthorRauschnabel, Philipp A.
AuthorSharma, Amalesh
AuthorSigala, Marianna
AuthorVeloutsou, Cleopatra
AuthorWirtz, Jochen
Available date2023-07-23T10:35:07Z
Publication Date2022-12-16
Publication NamePsychology and Marketing
Identifierhttp://dx.doi.org/10.1002/mar.21767
CitationDwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., ... & Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776.
ISSN0742-6046
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85144234312&origin=inward
URIhttp://hdl.handle.net/10576/46144
AbstractThe 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.
Languageen
PublisherWiley-Blackwell
Subjectaugmented reality
avatars
consumer behaviour
extended reality
marketing
Metaverse
second life
virtual reality
virtual world
TitleMetaverse marketing: How the metaverse will shape the future of consumer research and practice
TypeArticle
Pagination750-776
Issue Number4
Volume Number40
ESSN1520-6793
dc.accessType Open Access


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record