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Metaverse—will it change the world or be a whole new world in and of itself?

Author

Listed:
  • David J Reibstein

    (University of Pennsylvania Wharton School)

  • Raghu Iyengar

    (University of Pennsylvania Wharton School)

Abstract

The forecast for Metaverse by the end of the decade is that there will be over 700 million users with revenue nearing $4.5 trillion. Many companies are jumping on board not wanting to miss the opportunity. This article addresses how companies might be using the forum—for advertising and brand building, to push sales to non-virtual world, to make revenue within the metaverse itself, or even beyond. We begin with an in-depth interview of how one innovative company, Chipotle, is using the space and what they are already learning.

Suggested Citation

  • David J Reibstein & Raghu Iyengar, 2023. "Metaverse—will it change the world or be a whole new world in and of itself?," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 144-150, June.
    • Handle: RePEc:spr:amsrev:v:13:y:2023:i:1:d:10.1007_s13162-023-00258-2
    DOI: 10.1007/s13162-023-00258-2
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    Cited by:

    1. Yineng Xiao & Sayed Fayaz Ahmad & Muhammad Irshad & Han Guo & Haitham A. Mahmoud & Emad Mahrous Awwad & Yasser Khan, 2024. "Investigating the mediating role of ethical issues and healthcare between the metaverse and mental health in Pakistan, China, and Saudi Arabia," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    2. Shuya Lu & Ofer Mintz, 2023. "Marketing on the metaverse: Research opportunities and challenges," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 151-166, June.

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