Metaverse Marketing

Hennig-Thurau Thorsten () and Ognibeni Björn ()
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Hennig-Thurau Thorsten: Professor of Marketing & Media Research and Academic Director of XRLab@MCM, University of Münster, Germany
Ognibeni Björn: Co-founder of ChinaBriefs.io and Strategic Director of XRLab@MCM, University of Münster, Germany

NIM Marketing Intelligence Review, 2022, vol. 14, issue 2, 43-47

Abstract: Some activities you do alone in a virtual environment might be better or substantially cheaper in the metaverse than on the 2D internet. Yet the real value of the metaverse is the social component of its environment. Companies can harvest this potential in various contexts. At work, the metaverse can be used for meetings and trainings in atmospheric settings, equipped with various tools and with zero travelling costs. For consumers, it offers joint consumption opportunities, encompassing many fields of entertainment such as movie watching, playing games and attending events, as well as shopping. And many services can benefit strongly from the unique “closeness” of customers and employees. The metaverse will grow strongly but not exponentially. Companies should get familiar with the new space and start small, exploring what works and what doesn’t. They should try to understand what the metaverse shares with the physical world and what sets it apart.

Keywords: Metaverse; Virtual Reality; Virtual Worlds; Social Behavior (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:14:y:2022:i:2:p:43-47:n:7

DOI: 10.2478/nimmir-2022-0016

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