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Metaverse in marketing and logistics: the state of the art and the path forward

Garry Wei-Han Tan Orcid Logo, Eugene Cheng-Xi Aw Orcid Logo, Tat-Huei Cham Orcid Logo, Keng-Boon Ooi, Yogesh Dwivedi Orcid Logo, Ali Abdallah Alalwan, Janarthanan Balakrishnan Orcid Logo, Hing Kai Chan Orcid Logo, Jun-Jie Hew Orcid Logo, David Hughes, Varsha Jain, Voon Hsien Lee, Binshan Lin, Nripendra P. Rana, Teck Ming Tan Orcid Logo

Asia Pacific Journal of Marketing and Logistics

Swansea University Authors: Yogesh Dwivedi Orcid Logo, David Hughes

Abstract

Purpose: Ever since its emergence, the metaverse has presented opportunities and disruptions to every stakeholder, including individual users and organizations. This article aims to offer valuable perspectives on six identified critical areas that the metaverse could significantly impact: marketing...

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Published in: Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Published: Emerald
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa63365
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Abstract: Purpose: Ever since its emergence, the metaverse has presented opportunities and disruptions to every stakeholder, including individual users and organizations. This article aims to offer valuable perspectives on six identified critical areas that the metaverse could significantly impact: marketing ethics, marketing communication, relationship marketing, retail marketing, supply chain management and transportation management. Design/methodology/approach: Through a multi-perspective approach, this paper gathers valuable perspectives from various invited contributors to each of the six identified key areas that the metaverse could significantly impact. Findings: For each key area identified, the invited contributors first share their valuable perspectives by discussing the roles of the metaverse. Subsequently, the invited contributors discuss their views on vital opportunities, challenges and research agenda concerning the metaverse. Originality/value: With the widespread metaverse, it is expected that each key area identified is likely to undergo significant levels of disruption. Against this backdrop, this paper contributes to the academic literature and industry by gathering different perspectives from invited contributors on the relevance of the metaverse in marketing and logistics domains.
Keywords: Metaverse, Marketing, Logistics, Supply Chain Management, Virtual Reality, Extended Reality, Augmented Reality, 3D Virtual World, Mixed Reality, Web 3.0, Digital World, Avatars
College: Faculty of Humanities and Social Sciences