Design for an Approach of Rapprochement Between Marketing Science and the Metaverse in Cyber-Physical Realities

Qeis Kamran (), Patrick Baretto () and Marcus Becker ()
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Qeis Kamran: Ostbayerische Technische Hochschule (OTH) Amberg-Weiden, Strategic Management and Business Administration
Patrick Baretto: Ostbayerische Technische Hochschule (OTH) Amberg-Weiden, Strategic Management and Business Administration
Marcus Becker: International School of Management, Business Intelligence and Data Science

A chapter in XR and Metaverse, 2026, pp 197-211 from Springer

Abstract: Abstract In situations involving ambiguity and disruption, this research establishes a designerly path towards unveiling the new frontier of the Metaverse as a meaningful search space for marketing. The locus of innovation is based on contemporary cultural artifacts within emerging cyber-physical realities. The authors have developed a design methodology that utilizes KNIME and Python to thoroughly analyse a substantial corpus of 132,597 articles, with the objective of comprehensively understanding the historical evolution of marketing science and Metaverse. The authors conclude that marketing is facing many challenges and is undergoing a fractured state of evolution. The Metaverse presents a significant opportunity for marketing science, as the authors have proposed a comprehensive model for rapprochement and, consequently, an integrative framework for alignment. Luxury, as an artifact of taste and culture, provides a solid foundation for developing valuable and innovative experiences.

Keywords: Marketing science; The metaverse; Cyber-physical reality; Luxury; Culture; Experience (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-11983-4_15

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DOI: 10.1007/978-3-032-11983-4_15

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