Metaverse Marketing: How the Metaverse Will Shape the Future of Consumer Research and Practice

Yogesh K. Dwivedi, L. Hughes, Y. Wang, A.A. Alalwan, S.J. Ahn, J. Balakrishnan, S. Barta, R. Belk, D. Buhalis, Vincent Dutot (), R. Felix, R. Filieri, C. Flavián, A. Gustafsson, C. Hinsch, S. Hollensen, V. Jain, J. Kim, A.S. Krishen, J.O. Lartey, N. Pandey, S. Ribeiro-Navarrete, R. Raman, P.A. Rauschnabel, A. Sharma, M. Sigala, C. Veloutsou and J. Wirtz
Additional contact information
Yogesh K. Dwivedi: Swansea University
L. Hughes: Swansea University
Y. Wang: University of Sheffield [Sheffield]
A.A. Alalwan: Qatar University
S.J. Ahn: University of Georgia [USA]
J. Balakrishnan: National Institute of Technology [Tiruchirappalli]
S. Barta: Universidad de Zaragoza = University of Zaragoza [Saragossa University] = Université de Saragosse
R. Belk: York University [Toronto]
D. Buhalis: BU - Bournemouth University [Poole]
Vincent Dutot: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
R. Felix: Texas State University
R. Filieri: Audencia Business School
C. Flavián: Universidad de Zaragoza = University of Zaragoza [Saragossa University] = Université de Saragosse
A. Gustafsson: Norwegian School of Economics and Business Administration - Norwegian School of Economics and Business Administration
C. Hinsch: UTRGV - University of Texas Rio Grande Valley [Brownsville, TX]
A. Sharma: Texas A&M University System

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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. \textcopyright 2022 The Authors. Psychology & Marketing published by Wiley Periodicals LLC.

Keywords: augmented reality; avatars; consumer behaviour; extended reality; marketing; Metaverse; second life; virtual reality; virtual world (search for similar items in EconPapers)
Date: 2023
Note: View the original document on HAL open archive server: https://hal.science/hal-04292610v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (21)

Published in Psychology and Marketing, 2023, 40 (4), pp.750--776. ⟨10.1002/mar.21767⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04292610

DOI: 10.1002/mar.21767

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