BRANDS IN THE METAVERSE

Savica Dimitrieska (), Andrijana Bojadzievska-Danevska () and Elena Parnardzieva Stanoevska ()
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Savica Dimitrieska: International Balkan University, Faculty of Economics and Administrative Sciences, Republic of North Macedonia
Andrijana Bojadzievska-Danevska: International Balkan University, Faculty of Economics and Administrative Sciences, Republic of North Macedonia
Elena Parnardzieva Stanoevska: International Balkan University, Faculty of Economics and Administrative Sciences, Republic of North Macedonia

Entrepreneurship, 2023, vol. 11, issue 2, 31-42

Abstract: Recently, terms such as cryptocurrencies, web 3.0, AR/VR, NFTs, blockchain, avatars, holograms, metaverses have been heard, which are still not clear to the general public. The terms are targeting the young tech-savvy generation Z, which is the next big group of spenders! What intrigues the general public are the large investments of powerful, wealthy corporations in the digital world. More than 500 companies of various profiles (retail, fashion, food and beverages, banks, telecommunications, entertainment, real estate, education, etc.) are present in the metaverse. The purpose of this paper is to explore why companies are increasingly interested in metaverse and what are the comparative advantages of the virtual world. What are the advantages and disadvantages of the 3D space? What is the metaverse’ future? The main research method that is used in the paper is investigating secondary data from journals, company’s websites, blogs, and other literature in the field presented with descriptive statistics.

Keywords: metaverse; marketing; brands; 3D space; avatars (search for similar items in EconPapers)
JEL-codes: M31 M37 M38 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:neo:epjour:v:11:y:2023:i:2:p:31-42

DOI: 10.37708/ep.swu.v11i2.3

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