Marketing in the Metaverse: Conceptual understanding, framework, and research agenda

被引:310
作者
Barrera, Kevin Giang [1 ]
Shah, Denish [2 ,3 ]
机构
[1] Georgia State Univ, J Mack Robinson Coll Business, Dept Mkt, Atlanta, GA USA
[2] Georgia State Univ, Social Media Intelligence Lab, Atlanta, GA USA
[3] Georgia State Univ, Mkt RoundTable J Mack Robinson Coll Business, Atlanta, GA USA
关键词
Metaverse; Extended reality; Virtual environments; Human-computer interaction; Customer experience; Experiential marketing; VIRTUAL-REALITY TECHNOLOGY; AUGMENTED REALITY; FINANCIAL PERFORMANCE; WORLDS; TELEPRESENCE; EXPERIENCE; ENVIRONMENTS; CAPABILITIES; AVATARS; IMPACT;
D O I
10.1016/j.jbusres.2022.113420
中图分类号
F [经济];
学科分类号
02 ;
摘要
A hyper-connected digital universe referred to as the 'metaverse' bears the promise of fundamentally changing how consumers, brands, and firms will transact and interact in a seamlessly interconnected space of virtual realities. The potential of the metaverse is being accelerated by the increasing tendency of (i) consumers engaging and transacting in virtual spaces and (ii) firms investing millions of dollars in developing metaverse-related technologies. However, given the rapid evolution, there is a lack of clear understanding of the current scope of the metaverse and the consequent implications for marketing practice and research. This study integrates the findings from an extensive literature review of multiple disciplines and expert viewpoints of industry leaders to propose a definition and an organizing framework for the emergent metaverse. Subsequently, the authors discuss how metaverse-induced changes contribute to novel implications for marketing practice and propose a research agenda to guide future academic studies and marketing initiatives.
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页数:19
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