The Potential of Influencer Marketing in the Emerging Metaverse

Abstract

This chapter explores the emergence of the metaverse, a virtual space that simulates the physical world and allows users to interact with each other. With the metaverse rapidly gaining popularity, influencer marketing has become a new opportunity for brands to increase their reach, create immersive brand experiences, and collect valuable data and insights. However, there are also challenges associated with influencer marketing in the metaverse, such as lack of data privacy and ensuring influencer authenticity. This chapter aims to answer the research question of how businesses can effectively leverage influencer marketing in the metaverse to achieve their marketing objectives. The study examines the characteristics of the metaverse, different types of influencer marketing that can be applied, and the challenges and opportunities that brands face when implementing influencer marketing in the metaverse. The chapter aims to provide valuable insights for companies looking to take advantage of this new environment.