Determining Consensus on the Acceptance and Actions of Metaverse Marketing in the Portuguese Market

Abstract

This research aims to identify, through an expert panel, the variables that may be most relevant in influencing consumer acceptance of Metaverse marketing and which Metaverse marketing actions may have the greatest impact on consumers. A qualitative methodology was used through the Delphi method to solicit the opinion of experts, using two rounds of questionnaires (quantitative). The experts agree that a positive attitude influences the acceptance of Metaverse marketing. It was found that the variables that the experts consider have an impact on the acceptance of Metaverse marketing are trust, perceived ease of use, entertainment, perceived usefulness, and personalization. Metaverse actions that can have the greatest impact on consumers are virtual spaces dedicated to brands; showrooms; digital products; and virtual commerce. The research provides an insight into the acceptance of Metaverse marketing and the actions in Metaverse that will be most accepted by the consumer so that managers can make better decisions and academics can develop new studies based on this research.