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Marketing in the metaverse: Moving forward – What’s next?

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  • Isaac Cheah
  • Anwar Sadat Shimul

Abstract

The widespread adoption of the metaverse has generated significant discussions within the marketing community about the challenges and opportunities it presents for consumer interaction with brands. This paper investigates how the metaverse may affect marketing and suggests a novel paradigm to deal with these problems. Furthermore, this article highlights new research directions. The article also offers a checklist for researchers to use when researching the potential advantages or disadvantages of the metaverse for digital marketing and advertising, branding, services, supply chain and logistics, ethics and sustainability, diversity and inclusion and consumer wellness. The proposed research agenda intends to offer insightful information to academics, practitioners, and decision-makers.

Suggested Citation

  • Isaac Cheah & Anwar Sadat Shimul, 2023. "Marketing in the metaverse: Moving forward – What’s next?," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 33(1), pages 1-10, January.
    • Handle: RePEc:taf:jgsmks:v:33:y:2023:i:1:p:1-10
    DOI: 10.1080/21639159.2022.2163908
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    Cited by:

    1. Mkedder, Nadjim & Das, Manish, 2024. "Metaverse integration challenges: An in-depth ISM and MICMAC analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    2. Zhong, Ziqi & Zhao, Elena Yifei, 2024. "Collaborative driving mode of sustainable marketing and supply chain management supported by metaverse technology," LSE Research Online Documents on Economics 121160, London School of Economics and Political Science, LSE Library.
    3. Mohammad (Behdad) Jamshidi & Arash Dehghaniyan Serej & Alireza Jamshidi & Omid Moztarzadeh, 2023. "The Meta-Metaverse: Ideation and Future Directions," Future Internet, MDPI, vol. 15(8), pages 1-31, July.

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