Marketing in the metaverse: Moving forward – What’s next?
The widespread adoption of the metaverse has generated significant discussions within the marketing community about the challenges and opportunities it presents for consumer interaction with brands. This paper investigates how the metaverse may affect marketing and suggests a novel paradigm to deal...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Routledge
2023
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| Online Access: | http://hdl.handle.net/20.500.11937/91381 |
| _version_ | 1848765511290060800 |
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| author | Cheah, Isaac Shimul, Anwar Sadat |
| author_facet | Cheah, Isaac Shimul, Anwar Sadat |
| author_sort | Cheah, Isaac |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The widespread adoption of the metaverse has generated significant discussions within the marketing community about the challenges and opportunities it presents for consumer interaction with brands. This paper investigates how the metaverse may affect marketing and suggests a novel paradigm to deal with these problems. Furthermore, this article highlights new research directions. The article also offers a checklist for researchers to use when researching the potential advantages or disadvantages of the metaverse for digital marketing and advertising, branding, services, supply chain and logistics, ethics and sustainability, diversity and inclusion and consumer wellness. The proposed research agenda intends to offer insightful information to academics, practitioners, and decision-makers. |
| first_indexed | 2025-11-14T11:36:25Z |
| format | Journal Article |
| id | curtin-20.500.11937-91381 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:36:25Z |
| publishDate | 2023 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-913812024-08-02T02:04:12Z Marketing in the metaverse: Moving forward – What’s next? Cheah, Isaac Shimul, Anwar Sadat The widespread adoption of the metaverse has generated significant discussions within the marketing community about the challenges and opportunities it presents for consumer interaction with brands. This paper investigates how the metaverse may affect marketing and suggests a novel paradigm to deal with these problems. Furthermore, this article highlights new research directions. The article also offers a checklist for researchers to use when researching the potential advantages or disadvantages of the metaverse for digital marketing and advertising, branding, services, supply chain and logistics, ethics and sustainability, diversity and inclusion and consumer wellness. The proposed research agenda intends to offer insightful information to academics, practitioners, and decision-makers. 2023 Journal Article http://hdl.handle.net/20.500.11937/91381 10.1080/21639159.2022.2163908 Routledge fulltext |
| spellingShingle | Cheah, Isaac Shimul, Anwar Sadat Marketing in the metaverse: Moving forward – What’s next? |
| title | Marketing in the metaverse: Moving forward – What’s next? |
| title_full | Marketing in the metaverse: Moving forward – What’s next? |
| title_fullStr | Marketing in the metaverse: Moving forward – What’s next? |
| title_full_unstemmed | Marketing in the metaverse: Moving forward – What’s next? |
| title_short | Marketing in the metaverse: Moving forward – What’s next? |
| title_sort | marketing in the metaverse: moving forward – what’s next? |
| url | http://hdl.handle.net/20.500.11937/91381 |