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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, Ali Abdallah Alalwan, Janarthanan Balakrishnan Orcid Logo, Hing Kai Chan Orcid Logo, Jun-Jie Hew Orcid Logo, Laurie Hughes, Varsha Jain, Voon Hsien Lee, Binshan Lin, Nripendra P. Rana, Teck Ming Tan Orcid Logo

Asia Pacific Journal of Marketing and Logistics, Volume: 35, Issue: 12, Pages: 2932 - 2946

Swansea University Author: Yogesh Dwivedi

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DOI (Published version): 10.1108/apjml-01-2023-0078

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 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa63365
first_indexed 2023-05-07T22:21:10Z
last_indexed 2024-11-15T18:01:27Z
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spelling 2024-09-16T16:49:26.9400072 v2 63365 2023-05-07 Metaverse in marketing and logistics: the state of the art and the path forward d154596e71b99ad1285563c8fdd373d7 Yogesh Dwivedi Yogesh Dwivedi true false 2023-05-07 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. Journal Article Asia Pacific Journal of Marketing and Logistics 35 12 2932 2946 Emerald 1355-5855 Metaverse, Marketing, Logistics, Supply Chain Management, Virtual Reality, Extended Reality, Augmented Reality, 3D Virtual World, Mixed Reality, Web 3.0, Digital World, Avatars 1 12 2023 2023-12-01 10.1108/apjml-01-2023-0078 COLLEGE NANME COLLEGE CODE Swansea University 2024-09-16T16:49:26.9400072 2023-05-07T23:16:37.1165879 Faculty of Humanities and Social Sciences School of Management - Business Management Garry Wei-Han Tan 0000-0003-2974-2270 1 Eugene Cheng-Xi Aw 0000-0001-6712-1171 2 Tat-Huei Cham 0000-0001-7636-5928 3 Keng-Boon Ooi 4 Yogesh Dwivedi 5 Ali Abdallah Alalwan 6 Janarthanan Balakrishnan 0000-0003-2456-2617 7 Hing Kai Chan 0000-0002-5534-4076 8 Jun-Jie Hew 0000-0003-4957-1050 9 Laurie Hughes 10 Varsha Jain 11 Voon Hsien Lee 12 Binshan Lin 13 Nripendra P. Rana 14 Teck Ming Tan 0000-0002-9569-648x 15 63365__27351__8629e111be414835a58a2a6b361d6992.pdf Manuscript.pdf 2023-05-07T23:20:58.3094957 Output 274230 application/pdf Accepted Manuscript true true eng https://creativecommons.org/licenses/by/4.0/
title Metaverse in marketing and logistics: the state of the art and the path forward
spellingShingle Metaverse in marketing and logistics: the state of the art and the path forward
Yogesh Dwivedi
title_short Metaverse in marketing and logistics: the state of the art and the path forward
title_full Metaverse in marketing and logistics: the state of the art and the path forward
title_fullStr Metaverse in marketing and logistics: the state of the art and the path forward
title_full_unstemmed Metaverse in marketing and logistics: the state of the art and the path forward
title_sort Metaverse in marketing and logistics: the state of the art and the path forward
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Garry Wei-Han Tan
Eugene Cheng-Xi Aw
Tat-Huei Cham
Keng-Boon Ooi
Yogesh Dwivedi
Ali Abdallah Alalwan
Janarthanan Balakrishnan
Hing Kai Chan
Jun-Jie Hew
Laurie Hughes
Varsha Jain
Voon Hsien Lee
Binshan Lin
Nripendra P. Rana
Teck Ming Tan
format Journal article
container_title Asia Pacific Journal of Marketing and Logistics
container_volume 35
container_issue 12
container_start_page 2932
publishDate 2023
institution Swansea University
issn 1355-5855
doi_str_mv 10.1108/apjml-01-2023-0078
publisher Emerald
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
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description 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.
published_date 2023-12-01T20:22:00Z
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