The Influence of Music Content Marketing on User Satisfaction and Intention to Use in the Metaverse: A Focus on the SPICE Model

RakGun Hwang and MinKyung Lee
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RakGun Hwang: Culture Business Department, Kyonggi University, Seoul 03737, Korea
MinKyung Lee: Marketing Department, Sogang University, Seoul 04107, Korea

Businesses, 2022, vol. 2, issue 2, 1-15

Abstract: The global market is experiencing stagnation and recession in the “untact era”, and the emergence of the metaverse provides platform support and presents a new paradigm. This study aims to provide a framework for content creators and marketers to verify the effectiveness of metaverse marketing. An analysis was carried out of the fit of the model and the hypotheses between the metaverse seamlessness, presence, interoperability, concurrence, and economic flow (SPICE) model factors, customer satisfaction, and purchase intention. In the test, 9 out of 11 hypotheses were accepted. In conclusion, the data are meaningful, and this study presents the value of music content marketing in the metaverse through the metaverse SPICE model.

Keywords: metaverse; music content; metaverse marketing; SPICE model (search for similar items in EconPapers)
JEL-codes: A1 D0 D4 D6 D7 D8 D9 E0 E2 E3 E4 E5 E6 E7 F0 F2 F3 F4 F5 F6 G0 G1 G2 H0 J0 K2 L0 L1 L2 M0 M1 M2 M3 M4 M5 N0 N1 N2 O0 O1 P0 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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