Dwivedi, Y.K., Hughes, L., Wang, Y. orcid.org/0000-0003-1575-0245 et al. (25 more authors) (2023) Metaverse marketing: how the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40 (4). pp. 750-776. ISSN 0742-6046
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 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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2022 The Authors. Psychology & Marketing published by Wiley Periodicals LLC. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited and is not used for commercial purposes (https://creativecommons.org/licenses/by-nc/4.0/). |
Keywords: | augmented reality; avatars; consumer behaviour; extended reality; marketing; Metaverse; second life; virtual reality; virtual world |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 20 Dec 2022 15:57 |
Last Modified: | 27 Sep 2024 01:30 |
Status: | Published |
Publisher: | Wiley |
Refereed: | Yes |
Identification Number: | 10.1002/mar.21767 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:194561 |