The Metaverse Marketing Revolution

Author:

Hussain Muhammad Hamdan1,Khalil Shahid2,Hasan Raza3,Khalil Muhammad Khuram1ORCID

Affiliation:

1. Middle East College, Oman

2. Malaysia University of Science and Technology, Malaysia

3. Department of Science and Engineering, Solent University, United Kingdom

Abstract

A novel approach in digital marketing has been initiated by the emergence of the metaverse, which offers comprehensive and engaging interactions that are revolutionizing the way that businesses communicate with their target audience. This study seeks to investigate and assess how metaverse marketing is improving brand awareness and helping them achieve brand success. The basis is laid by an extensive examination of literature that looks at previous research, market dynamics, and technology developments in virtual worlds. The study employs a mixed method approach to collect reliable data for the research. A survey is conducted among the Middle East College students where 193 individuals participated having information about metaverse revolutionizing digital marketing. The study shows the current impact of metaverse on company's performance and how companies can utilize this technology to outperform the competition. Following structure equation modeling through SmartPLS, results show that there is a positive relationship between direct audience interaction and corporate success.

Publisher

IGI Global

Reference41 articles.

1. Bakht, H. (2022, June 27). The Metaverse & How It Will Effect Your Business. Brego Business. https://bregobusiness.com/the-metaverse-and-how-it-will-effect-your-business/

2. Marketing in the Metaverse: Conceptual understanding, framework, and research agenda.;K. G.Barrera;Journal of Business Research,2022

3. Bhat, A. (2023, November 30). Research design: What it is, Elements & Types. QuestionPro. https://www.questionpro.com/blog/research-design/

4. Chain, G. (2022, November 6). How Are Brands Embracing Metaverse Marketing? GrowthChain. https://www.growthchain.io/blog/how-are-brands-embracing-marketing-in-the-metaverse

5. Participation, Remediation, Bricolage: Considering Principal Components of a Digital Culture

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