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

Author

Listed:
  • 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)

  • 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])

  • S. Hollensen
  • V. Jain
  • J. Kim
  • A.S. Krishen
  • J.O. Lartey
  • N. Pandey
  • S. Ribeiro-Navarrete
  • R. Raman
  • P.A. Rauschnabel
  • A. Sharma

    (Texas A&M University System)

  • M. Sigala
  • C. Veloutsou
  • J. Wirtz

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.

Suggested Citation

  • 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 &, 2023. "Metaverse Marketing: How the Metaverse Will Shape the Future of Consumer Research and Practice," Post-Print hal-04292610, HAL.
    • Handle: RePEc:hal:journl:hal-04292610
    DOI: 10.1002/mar.21767
    Note: View the original document on HAL open archive server: https://hal.science/hal-04292610v1
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    Cited by:

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    2. Schultz, Carsten D. & Kumar, Harish, 2024. "ARvolution: Decoding consumer motivation and value dimensions in augmented reality," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    3. Ahn, Suhyoung & Ellie Jin, Byoungho & Seo, Hyesim, 2024. "Why do people interact and buy in the Metaverse? Self-Expansion perspectives and the impact of hedonic adaptation," Journal of Business Research, Elsevier, vol. 175(C).
    4. Dwivedi, Yogesh K. & Balakrishnan, Janarthanan & Mishra, Anubhav & Bock, Koen W. De & Al-Busaidi, Adil S., 2024. "The role of embodiment, experience, and self-image expression in creating continuance intention in the metaverse," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    5. Keegan, Brendan James & McCarthy, Ian P. & Kietzmann, Jan & Canhoto, Ana Isabel, 2024. "On your marks, headset, go! Understanding the building blocks of metaverse realms," Business Horizons, Elsevier, vol. 67(1), pages 107-119.
    6. Gupta, Rohit & Rathore, Bhawana & Biswas, Baidyanath & Jaiswal, Mahadeo & Singh, Raunak Kumar, 2024. "Are we ready for metaverse adoption in the service industry? Theoretically exploring the barriers to successful adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    7. Di, Kaisheng & Chen, Weidong & Shi, Qiumei & Cai, Quanling & Liu, Sichen, 2024. "Analysing the impact of coupled domestic demand dynamics of green and low-carbon consumption in the market based on SEM-ANN," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. Kim, Youngju & Kim, Bumsoo, 2024. "How do the news media, academia, and the public view the metaverse? Evidence from South Korea," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    9. Liyanaarachchi, Gajendra & Mifsud, Matthieu & Viglia, Giampaolo, 2024. "Virtual influencers and data privacy: Introducing the multi-privacy paradox," Journal of Business Research, Elsevier, vol. 176(C).
    10. Turan Akdag, Merve & Wahl, Nihal, 2024. "Behind the Veil: Exploring Anonymity's Effect in Emerging Metaverse for Mental Health Therapy," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 142941, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).

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