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What is Metaverse Marketing

Chapter 9
Consumer Experience and Decision-Making in the Metaverse
Marketing strategies and initiatives conducted within virtual, interconnected, and immersive digital environments known as the metaverse. The metaverse is a collective virtual shared space, created by the convergence of virtual reality (VR), augmented reality (AR), the internet, and other emerging technologies.
Published in Chapter:
Leveraging Marketing Strategies to Help Consumers Make Decisions Using Metaverse Technologies
Theodore Tarnanidis (International Hellenic University, Greece) and Lampros Gkiouzepas (Hellenic Open University, Greece)
Copyright: © 2024 |Pages: 14
DOI: 10.4018/979-8-3693-4167-4.ch009
Abstract
Metaverse technologies have become ground-breaking tools, changing the way businesses interact with consumers and analyze their behavior. This research examines innovative Metaverse marketing strategies that focus on enhancing customer experiences and comprehending consumer behavior through cutting-edge technologies, platforms, and models. Businesses can create interactive and realistic experiences for their clients in a vibrant and immersive setting provided by the Metaverse. Companies can create virtual storefronts by utilizing VR and AR technologies, allowing customers to explore products and services in visually compelling ways. The chapter provides a summary of the origins of the metaverse in marketing, with further explanations about the immersive technologies employed in the creation of marketing strategies. The main trends and their implications are presented, along with a discussion of the current state of the art research in marketing, which was originally developed by the ‘father of modern marketing,' Philip Kotler.
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Chapter 4
Determining Consensus on the Acceptance and Actions of Metaverse Marketing in the Portuguese Market
Developing marketing strategies to engage with consumers through the use of virtual digital worlds.
Published in Chapter: Determining Consensus on the Acceptance and Actions of Metaverse Marketing in the Portuguese Market; From: Marketing Innovation Strategies and Consumer Behavior
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Chapter 4
Customer Online Shopping Experience
Provides customers with a personalized experience in virtual environments.
Published in Chapter: Customer Online Shopping Experience; From: Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Chapter 17
Research Notes on the Future of Marketing and Consumer Insights
Marketing strategies and initiatives conducted within virtual, interconnected, and immersive digital environments known as the metaverse. The metaverse is a collective virtual shared space, created by the convergence of virtual reality (VR), augmented reality (AR), the internet, and other emerging technologies.
Published in Chapter: Research Notes on the Future of Marketing and Consumer Insights; From: New Trends in Marketing and Consumer Science
Full Text Chapter Download: US $37.50 Add to Cart
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