Influencer Marketing in the Age of Metaverse

Abstract

The metaverse is an emerging virtual frontier that is becoming a new marketing channel for brands to showcase their products and services. Brands can now use the services of influencers (both human and virtual) to influence consumer decisions. The metaverse and other new-generation Web 3.0 technologies are used in marketing campaigns to take advantage of immersive and augmented reality environments. Influencers use strategies different from traditional e-commerce, B2B, and social media marketing. Virtual showrooms, events, and product launches engage with consumers to co-create products and give a memorable consumer experience. The metaverse provides opportunities for community building and user-generated content that is more social proof. As technologies improve, influencers get more engaged in the metaverse. Measuring and evaluating influencer campaigns, ethical considerations, legal and regulatory frameworks, and long-term implications of influencer campaigns are some areas of future study.