No Cover Image

Journal article 374 views 80 downloads

In Search of a Head Start: Marketing Opportunities in the Metaverse

Yogesh Dwivedi, Laurie Hughes

NIM Marketing Intelligence Review, Volume: 15, Issue: 2, Pages: 18 - 23

Swansea University Author: Yogesh Dwivedi

  • 69411.VoR.pdf

    PDF | Version of Record

    © 2023 Yogesh K. Dwivedi et al. This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

    Download (917.03KB)

Check full text

DOI (Published version): 10.2478/nimmir-2023-0012

Abstract

The concept of the metaverse, a virtual world with immersive 3-D environments, has gained significant attention and is expected to affect how we interact and communicate. While there is no consensus on its future, many brands are preparing for its potential. The metaverse offers unique marketing opp...

Full description

Published in: NIM Marketing Intelligence Review
ISSN: 2628-166X
Published: Walter de Gruyter GmbH 2023
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa69411
first_indexed 2025-05-02T14:27:30Z
last_indexed 2025-05-03T04:43:33Z
id cronfa69411
recordtype SURis
fullrecord <?xml version="1.0"?><rfc1807><datestamp>2025-05-02T15:28:36.4660518</datestamp><bib-version>v2</bib-version><id>69411</id><entry>2025-05-02</entry><title>In Search of a Head Start: Marketing Opportunities in the Metaverse</title><swanseaauthors><author><sid>d154596e71b99ad1285563c8fdd373d7</sid><firstname>Yogesh</firstname><surname>Dwivedi</surname><name>Yogesh Dwivedi</name><active>true</active><ethesisStudent>false</ethesisStudent></author></swanseaauthors><date>2025-05-02</date><abstract>The concept of the metaverse, a virtual world with immersive 3-D environments, has gained significant attention and is expected to affect how we interact and communicate. While there is no consensus on its future, many brands are preparing for its potential. The metaverse offers unique marketing opportunities, enabling brands to provide offerings that are impossible in the real world. It can serve as a third space for retailing, where brands can create immersive experiences and overcome physical limitations. Metaverse advertising should be interactive and immersive to maximize its potential, while brand communities and events in the metaverse offer new avenues for engagement. The metaverse also allows companies to unlock new revenue streams through virtual products, NFT collections and digital twins. However, the metaverse brings challenges, including technical issues, privacy concerns, avatar misbehavior and the need for virtual and real coexistence. Brands must navigate these challenges and conduct further research to understand and maximize the benefits while minimizing risks in the metaverse.</abstract><type>Journal Article</type><journal>NIM Marketing Intelligence Review</journal><volume>15</volume><journalNumber>2</journalNumber><paginationStart>18</paginationStart><paginationEnd>23</paginationEnd><publisher>Walter de Gruyter GmbH</publisher><placeOfPublication/><isbnPrint/><isbnElectronic/><issnPrint/><issnElectronic>2628-166X</issnElectronic><keywords>metaverse; virtual products; virtual channels; avatars; metaverse; marketing</keywords><publishedDay>26</publishedDay><publishedMonth>10</publishedMonth><publishedYear>2023</publishedYear><publishedDate>2023-10-26</publishedDate><doi>10.2478/nimmir-2023-0012</doi><url/><notes/><college>COLLEGE NANME</college><CollegeCode>COLLEGE CODE</CollegeCode><institution>Swansea University</institution><apcterm>Other</apcterm><funders/><projectreference/><lastEdited>2025-05-02T15:28:36.4660518</lastEdited><Created>2025-05-02T15:22:21.9016745</Created><path><level id="1">Faculty of Humanities and Social Sciences</level><level id="2">School of Management - Business Management</level></path><authors><author><firstname>Yogesh</firstname><surname>Dwivedi</surname><order>1</order></author><author><firstname>Laurie</firstname><surname>Hughes</surname><order>2</order></author></authors><documents><document><filename>69411__34174__b863bf4a986b4bc4badf80aefe5f8b60.pdf</filename><originalFilename>69411.VoR.pdf</originalFilename><uploaded>2025-05-02T15:26:24.0711772</uploaded><type>Output</type><contentLength>939040</contentLength><contentType>application/pdf</contentType><version>Version of Record</version><cronfaStatus>true</cronfaStatus><documentNotes>&#xA9; 2023 Yogesh K. Dwivedi et al. This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.</documentNotes><copyrightCorrect>true</copyrightCorrect><language>eng</language><licence>https://creativecommons.org/licenses/by-nc/4.0/deed.en</licence></document></documents><OutputDurs/></rfc1807>
spelling 2025-05-02T15:28:36.4660518 v2 69411 2025-05-02 In Search of a Head Start: Marketing Opportunities in the Metaverse d154596e71b99ad1285563c8fdd373d7 Yogesh Dwivedi Yogesh Dwivedi true false 2025-05-02 The concept of the metaverse, a virtual world with immersive 3-D environments, has gained significant attention and is expected to affect how we interact and communicate. While there is no consensus on its future, many brands are preparing for its potential. The metaverse offers unique marketing opportunities, enabling brands to provide offerings that are impossible in the real world. It can serve as a third space for retailing, where brands can create immersive experiences and overcome physical limitations. Metaverse advertising should be interactive and immersive to maximize its potential, while brand communities and events in the metaverse offer new avenues for engagement. The metaverse also allows companies to unlock new revenue streams through virtual products, NFT collections and digital twins. However, the metaverse brings challenges, including technical issues, privacy concerns, avatar misbehavior and the need for virtual and real coexistence. Brands must navigate these challenges and conduct further research to understand and maximize the benefits while minimizing risks in the metaverse. Journal Article NIM Marketing Intelligence Review 15 2 18 23 Walter de Gruyter GmbH 2628-166X metaverse; virtual products; virtual channels; avatars; metaverse; marketing 26 10 2023 2023-10-26 10.2478/nimmir-2023-0012 COLLEGE NANME COLLEGE CODE Swansea University Other 2025-05-02T15:28:36.4660518 2025-05-02T15:22:21.9016745 Faculty of Humanities and Social Sciences School of Management - Business Management Yogesh Dwivedi 1 Laurie Hughes 2 69411__34174__b863bf4a986b4bc4badf80aefe5f8b60.pdf 69411.VoR.pdf 2025-05-02T15:26:24.0711772 Output 939040 application/pdf Version of Record true © 2023 Yogesh K. Dwivedi et al. This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License. true eng https://creativecommons.org/licenses/by-nc/4.0/deed.en
title In Search of a Head Start: Marketing Opportunities in the Metaverse
spellingShingle In Search of a Head Start: Marketing Opportunities in the Metaverse
Yogesh Dwivedi
title_short In Search of a Head Start: Marketing Opportunities in the Metaverse
title_full In Search of a Head Start: Marketing Opportunities in the Metaverse
title_fullStr In Search of a Head Start: Marketing Opportunities in the Metaverse
title_full_unstemmed In Search of a Head Start: Marketing Opportunities in the Metaverse
title_sort In Search of a Head Start: Marketing Opportunities in the Metaverse
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Yogesh Dwivedi
Laurie Hughes
format Journal article
container_title NIM Marketing Intelligence Review
container_volume 15
container_issue 2
container_start_page 18
publishDate 2023
institution Swansea University
issn 2628-166X
doi_str_mv 10.2478/nimmir-2023-0012
publisher Walter de Gruyter GmbH
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 concept of the metaverse, a virtual world with immersive 3-D environments, has gained significant attention and is expected to affect how we interact and communicate. While there is no consensus on its future, many brands are preparing for its potential. The metaverse offers unique marketing opportunities, enabling brands to provide offerings that are impossible in the real world. It can serve as a third space for retailing, where brands can create immersive experiences and overcome physical limitations. Metaverse advertising should be interactive and immersive to maximize its potential, while brand communities and events in the metaverse offer new avenues for engagement. The metaverse also allows companies to unlock new revenue streams through virtual products, NFT collections and digital twins. However, the metaverse brings challenges, including technical issues, privacy concerns, avatar misbehavior and the need for virtual and real coexistence. Brands must navigate these challenges and conduct further research to understand and maximize the benefits while minimizing risks in the metaverse.
published_date 2023-10-26T12:27:42Z
_version_ 1850852468405043200
score 11.08895

Similar Items