Affiliation:
1. New Delhi Institute of Management, India
2. Vivekananda Institute of Professional Studies, India
3. Amity University, India
Abstract
The study is an attempt to highlight the future of marketing through artificial intelligence considering specifically Metaverse. Gen Z is considered as the target group for the study as they are the consumers of this tech-dominated marketing practices. This study makes use of primary data collected through a questionnaire from 644 respondents and SPSS software was used to analyze the result. This chapter aims to study the factors impacting willingness to purchase like smell, act, sense, feel, loyalty, relate, and word of mouth. It found that willingness to purchase has positive correlation with the act and a very small positive correlation with loyalty and word of mouth (WOM). Moreover, willingness to purchase has a negative correlation with smell, feel, and relate. There is no relationship between smell and feeling with willingness to purchase especially in online purchase.