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

Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., Barta, S., Belk, R., Buhalis, D., Dutot, V., Felix, R., Filieri, R., Flavián, C., Gustafsson, A., Hinsch, C., Hollensen, S., Jain, V., Kim, J., Krishen, A. S., Lartey, J. O., Pandey, N., Ribeiro-Navarrete, S., Raman, R., Rauschnabel, P. A., Sharma, A., Sigala, M., Veloutsou, C. and Wirtz, J., 2023. Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology and Marketing, 40 (4), 750-776.

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Psychology and Marketing - 2022 - Dwivedi - Metaverse marketing How the metaverse will shape the future of consumer.pdf - Published Version
Available under License Creative Commons Attribution Non-commercial.


DOI: 10.1002/mar.21767


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.

Item Type:Article
Uncontrolled Keywords:augmented reality; avatars; consumer behaviour; extended reality; marketing; Metaverse; second life; virtual reality; virtual world
Group:Bournemouth University Business School
ID Code:38325
Deposited By: Symplectic RT2
Deposited On:06 Mar 2023 15:59
Last Modified:06 Mar 2023 15:59


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