Metaverse

Abstract

In this chapter, the main study focus will be on the emerging opportunities and challenges to the metaverse in digital marketing domain and will provide more detailed scoping review of the concept. The findings from the literature conceptualize the prevailing opportunities and upcoming challenges for metaverse in digital marketing and offers guidance in the form of future research directions. The opportunities to metaverse discussed in this chapter can prove to be gamechanger for digital marketing field. It is clear that metaverse will give new dimension to marketing, especially to digital marketing, and if it is used to its potential can change the landscape of marketing industry for good. Although a number of opportunities are presented by metaverse, on the flip side it also has some challenges which need to be faced and sorted to provide seamless and uninterrupted services to users and to earn profits at the same time.