Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 82, С. 104131 - 104131
Опубликована: Окт. 22, 2024
Язык: Английский
Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 158 - 171
Опубликована: Июнь 24, 2024
Metaverse technologies have become ground-breaking tools, changing the way businesses interact with consumers and analyze their behavior. This research examines innovative marketing strategies that focus on enhancing customer experiences comprehending consumer behavior through cutting-edge technologies, platforms, models. Businesses can create interactive realistic for clients in a vibrant immersive setting provided by Metaverse. Companies virtual storefronts utilizing VR AR allowing customers to explore products services visually compelling ways. The chapter provides summary of origins metaverse marketing, further explanations about employed creation strategies. main trends implications are presented, along discussion current state art which was originally developed ‘father modern marketing,' Philip Kotler.
Язык: Английский
Процитировано
19
Financial Innovation, Год журнала: 2025, Номер 11(1)
Опубликована: Янв. 5, 2025
Abstract The asymmetries of factors influencing the return cryptocurrencies have already been well documented; however, in case NFTs, only information and hedging properties related to were studied. Therefore, present study examines affecting NFT returns, from market-related (crypto-market index stock market return) Amihud illiquidity ratio Google search trends during different conditions. wavelet coherences-based methodology was applied separately boom, bust, normal, turbulent periods identified by structural breakpoints. Based on 14 projects between April 2019 July 2022, results show two fundamental these returns. First, there is an asymmetry behavior periods; second, how manifests itself over NFTs that do or not possess cash flow-generating potential.
Язык: Английский
Процитировано
1
Technological Forecasting and Social Change, Год журнала: 2024, Номер 207, С. 123605 - 123605
Опубликована: Июль 24, 2024
The Metaverse is a rapidly developing technology that has attracted interest from various companies. Experts predict exponential growth in profits the market coming years. However, early stages of innovation often bring uncertain and speculative impressions, making its direction, timing, future unclear. viability as either an fails or next technological revolution questionable own right. Academically, generated across disciplines, including psychology, marketing, legal studies. aim this study to systematically consolidate growing literature understand intricate dynamics consumer behavior marketing practices evolving sphere. To achieve this, comprehensive bibliometric analysis was carried considering 284 contributions Web Science on business, management, communication using quantitative tools such VOSviewer SciMAT. provides insight into pioneering contributions, prominent authors, central themes, emerging research challenges related Metaverse. results contribute towards better understanding Metaverse, enabling well-informed decisions for efficient strategies advancements ever-evolving realm both practitioners researchers.
Язык: Английский
Процитировано
7
Journal of Consumer Marketing, Год журнала: 2024, Номер 41(6), С. 674 - 689
Опубликована: Авг. 26, 2024
Purpose Fashion companies have been among the first to ride new trend and develop projects for Metaverse, considering Generation Z (Gen Z) as a relevant target. The paper aims investigate Gen consumers’ intention use digital fashion items in Metaverse. Design/methodology/approach study relies on technology acceptance model (TAM). authors include specific aspects of Metaverse: user-avatar identification development an alternative identity; innovativeness is discussed moderator variable. tested consumers, with 329 survey responses collected 2022 analyzed using structural equation modeling (SEM). Findings shows that two external explanatory variables added, i.e. identity, positively directly impact individual attitude Moreover, according proposed research model, moderating effect concerning has positive negative consequences. Originality/value Using TAM, explored perceptions (perceived usefulness ease use), attitudes intentions regarding context (digital Metaverse). This enriched TAM consumer marketing constructs (user-avatar identity) their relationships also contributed by exploring relevance effects novel contributes academic debate focusing personal sphere moving Metaverse environment. marketing-focused develops consumers provide insights possible opportunities marketers
Язык: Английский
Процитировано
5
Journal of Retailing and Consumer Services, Год журнала: 2025, Номер 84, С. 104202 - 104202
Опубликована: Янв. 5, 2025
Язык: Английский
Процитировано
0
Journal of Lifestyle and SDGs Review, Год журнала: 2025, Номер 5(1), С. e03447 - e03447
Опубликована: Янв. 17, 2025
Objective: This study examines how an Indonesian local fashion brand, leverages international promotional strategies to build brand pride among consumers. Specifically, the objectives are: (1) examine Indoet nesian utilizes and a multi-platform marketing ecosystem consumers, (2) analyze role of social media in complementing offline promotions enhance consumer engagement. Theoretical Framework: Drawing on Digital Ecosystem Theory, this explores integration digital channels Erigo’s approach foster prestige exclusivity. Method: A qualitative was adopted, utilizing systematic non-participant observation e-commerce platforms from 2021 2024, focusing campaigns engagement strategies. Results Discussion: Findings indicate that Erigo effectively fosters perceptions exclusivity consumers through strategic participation global events, collaborations with influencers celebrities, exclusive product launches, giveaways, limited-edition items, live shopping, trend-jacking content. These not only strengthen but also support Sustainable Development Goal (SDG) 8 by promoting economic growth entrepreneurship. Research Implications: research expands Theory demonstrating brands can strategically integrate multi-channel activities deep understanding culture pride. Originality/Value: The presents novel model offers actionable insights for seeking compete while maintaining market relevance, ultimately strengthening their position.
Язык: Английский
Процитировано
0
Advances in business information systems and analytics book series, Год журнала: 2025, Номер unknown, С. 291 - 316
Опубликована: Янв. 24, 2025
Purpose: This paper investigates the impact of Non-fungible Tokens (NFTs), Metaverse Engagement (ME), and Digital Personalization (DP) on Brand Accessibility (BA) with a focus mediating role Inclusive Strategies (IBS). Methodology: A total 256 participants from Fashion retailing sector participated in paper. Data analysis using SEM SMART-PLS tool purposive sampling strategy. Findings: NFTs, all Significantly enhance Accessibility. Furthermore, it was discovered that inclusive brand strategies mediate this link highlighting significance improving accessibility. Originality/Value: adds to growing body knowledge about accessibility modern technology. It gives brands looking promote inclusion into their online presence beneficial by at novel technologies tactics.
Язык: Английский
Процитировано
0
Advances in business information systems and analytics book series, Год журнала: 2025, Номер unknown, С. 183 - 198
Опубликована: Янв. 24, 2025
Fashion brands and customers alike are becoming more interested in the possibilities for realistic captivating virtual luxury fashion experiences metaverse as technology behind reality develops. This research focuses on idea of “digital doppelgangers,” or representations oneself inside digital sphere, to investigate customers' opinions expectations metaverse. Data gathered through in-depth interviews with participants who have encountered clothing using a qualitative approach. The study examine psychological elements, such importance personalization customization developing distinctive wonderful experience, that affect views behaviors towards experiences. With development technology, possibility immersive also look at how consumers' perceptions
Язык: Английский
Процитировано
0
Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2025, Номер unknown, С. 493 - 522
Опубликована: Янв. 17, 2025
The main aims of this chapter were to explore metaverse branding by identifying the trends and contributions in extant literature. Through a bibliometry critical analysis literature, proposes conceptualization, which shows how immersive experiences that provide multi-dimensional value enhance brand engagement, leads increased awareness, love, satisfaction, trust, equity. These factors ultimately drive online offline purchases strengthen loyalty. Overall, proposed framework relevant insights for both managers defining strategies, researchers interested these topics.
Язык: Английский
Процитировано
0
Journal of Managerial Psychology, Год журнала: 2025, Номер unknown
Опубликована: Март 4, 2025
Purpose Despite growing research on metaverse, the way this is associated with psychological contracts in business virtually absent. In paper, we aim to provide a conceptual exploration of association between metaverse and both employees customers. Design/methodology/approach This article that examines implications as workplace marketplace frontline employees’ customers’ contracts. doing so, develop model make propositions, while also offer recent examples firms have moved metaverse. Findings Although do not empirical results, indicate through set propositions how changes caused by firm’s use influence contract its customers, well these are interrelated. We further explain accomplishment context can favorably affect performance. Practical Companies need anticipate, monitor adjust changing pattern customers they move because will serious their Originality/value introduce recently introduced phenomenon gaining momentum world, causing significant seriously affecting nature
Язык: Английский
Процитировано
0