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

被引：394

作者：

Dwivedi, Yogesh K. ^{[1
,2
]}

Hughes, Laurie ^{[1
]}

Wang, Yichuan ^{[3
]}

Alalwan, Ali A. ^{[4
]}

Ahn, Sun J. ^{[5
]}

Balakrishnan, Janarthanan ^{[6
]}

Barta, Sergio ^{[7
]}

Belk, Russell ^{[8
]}

Buhalis, Dimitrios ^{[9
,10
]}

Dutot, Vincent ^{[11
]}

Felix, Reto ^{[12
]}

Filieri, Raffaele ^{[13
]}

Flavian, Carlos ^{[7
]}

Gustafsson, Anders ^{[14
]}

Hinsch, Chris ^{[15
]}

Hollensen, Svend ^{[16
]}

Jain, Varsha ^{[17
]}

Kim, Jooyoung ^{[5
]}

Krishen, Anjala S. ^{[18
]}

Lartey, Jared O. ^{[14
]}

Pandey, Neeraj ^{[19
]}

Ribeiro-Navarrete, Samuel ^{[20
]}

Raman, Ramakrishnan ^{[21
]}

Rauschnabel, Philipp A. ^{[22
]}

Sharma, Amalesh ^{[23
]}

Sigala, Marianna ^{[24
,25
]}

Veloutsou, Cleopatra ^{[26
]}

Wirtz, Jochen ^{[27
]}

机构：

[1] Swansea Univ, Sch Management, Digital Futures Sustainable Business & Soc Res Gr, Bay Campus, Swansea, Wales

[2] Deemed Univ, Dept Management Symbiosis Inst Business Managemen, Pune & Symbiosis Int, Pune, Maharashtra, India

[3] Univ Sheffield, Sheffield Univ Management Sch, Sheffield, England

[4] Qatar Univ, Coll Business & Econ, Dept Management & Mkt, Doha, Qatar

[5] Univ Georgia, Grady Coll Journalism & Mass Commun, Dept Advertising & Publ Relat, Athens, GA USA

[6] Natl Inst Technol, Dept Management Studies, Tiruchirappalli, India

[7] Univ Zaragoza, Fac Econ & Business, Dept Mkt & Mkt Management, Zaragoza, Spain

[8] York Univ, Schulich Sch Business, Toronto, ON, Canada

[9] Bournemouth Univ, Business Sch, Poole, England

[10] Hong Kong Polytech Univ, Sch Hotel & Tourism Management, Hung Hom, Hong Kong, Peoples R China

[11] Normandie Business Sch, Metis Lab, Clichy, France

[12] Univ Texas Rio Grande Valley, Robert C Vackar Coll Business & Entrepreneurship, Edinburg, TX USA

[13] Audencia Business Sch, Dept Mkt, Nantes, France

[14] Binorwegian Business Sch, Dept Mkt, Oslo, Norway

[15] Grand Valley State Univ, Seidman Coll Business, Allendale, MI USA

[16] Univ Southern Denmark, Dept Entreprenuership & Relationship Management, Sonderborg, Denmark

[17] MICA, Ahmadabad, India

[18] Univ Nevada, Dept Mkt & Int Business, Las Vegas, NV USA

[19] Natl Inst Ind Engn, Mkt Area, Mumbai, India

[20] ESIC Business & Mkt Sch, Barcelona, Spain

[21] Pune & Symbiosis Int, Symbiosis Inst Business Management, Pune, India

[22] Univ Bundeswehr Munchen, Coll Business, Digital Mkt & Media Innovat, Neubiberg, Germany

[23] Texas A&M Univ, Mays Business Sch, College Stn, TX USA

[24] Univ Piraeus, Dept Business Adm, Piraeus, Greece

[25] Curtin Univ, Fac Business & Law, Bentley, Australia

[26] Univ Glasgow, Adam Smith Business Sch Management, Brand Management, Glasgow, Scotland

[27] Natl Univ Singapore, Dept Mkt, Singapore, Singapore

来源：

PSYCHOLOGY & MARKETING | 2023年 / 40卷 / 04期

关键词：

augmented reality; avatars; consumer behaviour; extended reality; marketing; Metaverse; second life; virtual reality; virtual world; ONLINE; LESSONS; TOURISM; GAMIFICATION; COMMUNITIES; ENGAGEMENT; EVOLUTION; FRAMEWORK; TYPOLOGY; CREATION;

D O I：

10.1002/mar.21767

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：750 / 776

页数：27

共 124 条

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