An Analysis on the Future Usage of Metaverse in the Marketing Event Industry in India: An ISM Approach

Abstract

The term metaverse has recently attracted much attention and is being widely discussed in various industries around the world, including marketing and events. This research explores future possibilities of the metaverse in the context of the Indian marketing event industry through an ISM analysis. Consequently, the metaverse – an environment that contains interactive digital objects and persons – presents new opportunities for improving the effectiveness of marketing events in terms of interest, accessibility and innovation. Thus, the use of ISM in the context of this research allows to determine the most critical enablers and restraints for the adoption of the metaverse in Indian marketing events. The chapter provides clear tactical implications for using metaverse technologies to enhance traditional formats of events, interact with the audience, and adapt marketing and communication solutions to the Indian market.