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

Psychology and Marketing, Journal Year: 2022, Volume and Issue: 40(4), P. 750 - 776

Published: Dec. 16, 2022

Abstract The initial hype and fanfare from the Meta Platforms view of how metaverse could be brought to life has evolved into an ongoing discussion not only metaverse's impact on users organizations but also societal cultural implications widespread usage. potential consumer interaction with brands within engendered significant debate marketing‐focused discourse key challenges transformative opportunities for marketers. Drawing insights expert contributors, this study examines marketing hypothetical adoption metaverse. We identify new research directions propose a framework offering valuable contributions academia, practice, policy makers. Our future agenda culminates in checklist researchers which clarifies can beneficial digital advertising, branding, services, value creation, wellbeing.

Language: Английский

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Metaverse in marketing and logistics: the state of the art and the path forward

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2023, Volume and Issue: 35(12), P. 2932 - 2946

Published: May 31, 2023

Purpose Ever since its emergence, the metaverse has presented opportunities and disruptions to every stakeholder, including individual users organizations. This article aims offer valuable perspectives on six identified critical areas that could significantly impact: marketing ethics, communication, relationship marketing, retail supply chain management transportation management. Design/methodology/approach Through a multi-perspective approach, this paper gathers from various invited contributors each of key impact. Findings For area identified, first share their by discussing roles metaverse. Subsequently, discuss views vital opportunities, challenges research agenda concerning Originality/value With widespread metaverse, it is expected likely undergo significant levels disruption. Against backdrop, contributes academic literature industry gathering different relevance in logistics domains.

Language: Английский

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Metaverse governance: An empirical analysis of voting within Decentralized Autonomous Organizations

Journal of Business Research, Journal Year: 2023, Volume and Issue: 160, P. 113764 - 113764

Published: Feb. 27, 2023

In this paper we explore the importance of platform governance. We discuss various problems centralized architecture in context metaverse or sharing economy applications which may lead to monopoly market structures. argue that open standards and blockchain-based governance can potentially mitigate some these issues. then collect data from first virtual world conduct an empirical analysis study voter behavior within Decentralized Autonomous Organizations (DAOs). provide evidence are a necessary but not sufficient condition for decentralized neutral platform. Centralization concentrated voting power dependencies, rent extraction create hold-up problems. Consequently, producers, prosumers service providers must evaluate structure before establishing presence.

Language: Английский

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The Impact of Trust-Building Mechanisms on Purchase Intention towards Metaverse Shopping: The Moderating Role of Age

International Journal of Human-Computer Interaction, Journal Year: 2023, Volume and Issue: 40(12), P. 3185 - 3203

Published: March 10, 2023

Given the uncertainty of online transactions in metaverse shopping, digital economy encourages building a trustworthy virtual environment. Based on media richness theory, this article examines how perceived helps engender multidimensional trust (i.e., cognitive and affective trust) leads to purchase intention context shopping. The proposed model is tested based survey data from 332 consumers an scenario-based platform pertaining initiatives. Structural equation modeling used examine research model. empirical findings show that builds trust, which turn affects towards Furthermore, we classify into natives (DNs) immigrants (DIs) chronological age different influences two dimensions shopping between groups. We identify address several knowledge gaps extant literature. also discuss theoretical managerial implications propose suggestions for future research.

Language: Английский

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Advances in Metaverse Investigation: Streams of Research and Future Agenda

Virtual Worlds, Journal Year: 2022, Volume and Issue: 1(2), P. 103 - 129

Published: Oct. 29, 2022

The metaverse has increasingly attracted the attention of academics and practitioners, who attempt to better understand its theoretical foundations business application areas. This paper provides an overarching picture what already been studied investigated in academic investigation. It adopts a systematic literature review bibliometric analysis. study designs thematic map research. proposes four streams research (metaverse technologies, areas application, marketing consumer behaviour sustainability) for future investigation, which practitioners should explore. also contributes towards advancement knowledge field, some preliminary contributions by shedding light on avenues, offers insights business.

Language: Английский

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Toward an integration of blockchain technology in the food supply chain

Journal of Business Research, Journal Year: 2023, Volume and Issue: 162, P. 113909 - 113909

Published: April 5, 2023

The traceability of what we eat is a lingering issue. Blockchain enables transparency across the value chain as it tracks product's origin, location, and history. In this work adopt mix-method approach - experiment plus qualitative evidence to understand why consumers consider offered by blockchain important are barriers that suppliers face when considering adoption. Our findings show that, food local, increases consumers' trust and, in turn, attitudes behaviors toward sharing experience. On supply side, find while operators see key benefits adoption – including enhanced trust, they still hesitant using technology because greater need for intra-organizational support concern data sharing. By looking at both suppliers, offer complete picture on integration chain.

Language: Английский

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Unravelling the techno-functional building blocks of metaverse ecosystems – A review and research agenda

International Journal of Information Management Data Insights, Journal Year: 2023, Volume and Issue: 3(2), P. 100176 - 100176

Published: April 17, 2023

The metaverse as a hyper-connected digital cosmos, holds great potential for reshaping the future of business and consumer interactions in world where different virtual realities blend into one another. is growing because more people are spending time doing spaces. Firms also investing heavily developing technologies metaverse. Digital like artificial intelligence, reality blockchain being utilised ecosystems to improve user experiences. This study undertakes literature review understand influence emerging shaping functional blocks environment by analysing 70 papers. Findings reported technology themes well themes. Currently research limited. Further this editorial presents strong agenda studies when focus on ecosystems.

Language: Английский

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Resistance to innovation: A dynamic capability model based enquiry into retailers’ resistance to blockchain adaptation

Journal of Business Research, Journal Year: 2023, Volume and Issue: 157, P. 113632 - 113632

Published: Jan. 5, 2023

Blockchain research is significantly growing, yet the practical implementation of blockchain among retailers still in novice stage. This aims to study underlying factors that build resistance toward retailers. The has used innovation theory (IRT) and dynamic capability model conceptual model. a single cross-sectional design investigate proposed with data collected from 360 were analysed using structural equation modelling estimated maximum likelihood study's results showed threat ownership most significant factor builds towards blockchain, followed by severity. also managerial could indirectly influence relationship IRT variables blockchain. extends knowledge contributes relevant literature business practitioners concerned results.

Language: Английский

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Mapping Metaverse Research: Identifying Future Research Areas Based on Bibliometric and Topic Modeling Techniques

Information, Journal Year: 2023, Volume and Issue: 14(7), P. 356 - 356

Published: June 22, 2023

The metaverse represents an immersive digital environment that has garnered significant attention as a result of its potential to revolutionize various industry sectors and profound societal impact. While academic interest in the surged, dearth comprehensive review articles employing bibliometric techniques remains. This study seeks address this gap by analyzing 595 metaverse-related journal using topic modeling techniques, marking first kind investigate profile research. findings reveal exponential growth research since 2020, identifying major trends, prolific authors, most active journals field. A keyword co-occurrence analysis further uncovers four clusters interests, highlighting unique facets underscoring far-reaching implications across sectors, including education, healthcare, retail, tourism. emphasizes need for more collaboration advancing field presents 27 questions future investigation. serves foundation understanding current state trajectory.

Language: Английский

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What makes NFTs valuable to consumers? Perceived value drivers associated with NFTs liking, purchasing, and holding

Journal of Business Research, Journal Year: 2023, Volume and Issue: 165, P. 114056 - 114056

Published: June 7, 2023

Language: Английский

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