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Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Yogesh Dwivedi Orcid Logo, Laurie Hughes Orcid Logo, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta Orcid Logo, Russell Belk, Dimitrios Buhalis Orcid Logo, Vincent Dutot, Reto Felix Orcid Logo, Raffaele Filieri Orcid Logo, Carlos Flavián Orcid Logo, Anders Gustafsson Orcid Logo, Chris Hinsch, Svend Hollensen, Varsha Jain, Jooyoung Kim, Anjala S. Krishen Orcid Logo, Jared O. Lartey Orcid Logo, Neeraj Pandey Orcid Logo, Samuel Ribeiro‐Navarrete, Ramakrishnan Raman Orcid Logo, Philipp A. Rauschnabel Orcid Logo, Amalesh Sharma, Marianna Sigala, Cleopatra Veloutsou Orcid Logo, Jochen Wirtz

Psychology and Marketing, Volume: 40, Issue: 4

Swansea University Authors: Yogesh Dwivedi Orcid Logo, Laurie Hughes Orcid Logo

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DOI (Published version): 10.1002/mar.21767

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 cons...

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Published in: Psychology and Marketing
ISSN: 0742-6046 1520-6793
Published: Wiley 2022
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URI: https://cronfa.swan.ac.uk/Record/cronfa62005
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title Metaverse marketing: How the metaverse will shape the future of consumer research and practice
spellingShingle Metaverse marketing: How the metaverse will shape the future of consumer research and practice
Yogesh Dwivedi
Laurie Hughes
title_short Metaverse marketing: How the metaverse will shape the future of consumer research and practice
title_full Metaverse marketing: How the metaverse will shape the future of consumer research and practice
title_fullStr Metaverse marketing: How the metaverse will shape the future of consumer research and practice
title_full_unstemmed Metaverse marketing: How the metaverse will shape the future of consumer research and practice
title_sort Metaverse marketing: How the metaverse will shape the future of consumer research and practice
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
7abaa0ecff88cdfd7a208d27a8b62173
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
7abaa0ecff88cdfd7a208d27a8b62173_***_Laurie Hughes
author Yogesh Dwivedi
Laurie Hughes
author2 Yogesh Dwivedi
Laurie Hughes
Yichuan Wang
Ali A. Alalwan
Sun J. (Grace) Ahn
Janarthanan Balakrishnan
Sergio Barta
Russell Belk
Dimitrios Buhalis
Vincent Dutot
Reto Felix
Raffaele Filieri
Carlos Flavián
Anders Gustafsson
Chris Hinsch
Svend Hollensen
Varsha Jain
Jooyoung Kim
Anjala S. Krishen
Jared O. Lartey
Neeraj Pandey
Samuel Ribeiro‐Navarrete
Ramakrishnan Raman
Philipp A. Rauschnabel
Amalesh Sharma
Marianna Sigala
Cleopatra Veloutsou
Jochen Wirtz
format Journal article
container_title Psychology and Marketing
container_volume 40
container_issue 4
publishDate 2022
institution Swansea University
issn 0742-6046
1520-6793
doi_str_mv 10.1002/mar.21767
publisher Wiley
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description 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.
published_date 2022-12-16T11:49:32Z
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score 11.012924

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