Marketing on the Metaverse Research Opportunities and Challenges

Lu, S; Mintz, O

Marketing on the Metaverse Research Opportunities and Challenges

Lu, S Mintz, O

Permalink

Publisher:: Springer
Publication Type:: Journal Article
Citation:: Academy of Marketing Science (AMS) Review, 2023, 13, (1-2), pp. 151-166
Issue Date:: 2023-06-03

Open Access

Copyright Clearance Process

Recently Added
In Progress
Open Access

This item is open access.

The embargo period expires on 1 Jun 2024

Adobe PDF

Download Accepted versionAdobe PDF (394.73 kB)

View on publisher's site

View statistics

Full metadata record

Field	Value	Language
dc.contributor.author	Lu, S
dc.contributor.author	Mintz, O https://orcid.org/0000-0003-0512-4283
dc.date.accessioned	2024-03-07T06:59:09Z
dc.date.available	2023-05-03
dc.date.available	2024-03-07T06:59:09Z
dc.date.issued	2023-06-03
dc.identifier.citation	Academy of Marketing Science (AMS) Review, 2023, 13, (1-2), pp. 151-166
dc.identifier.issn	1526-1794
dc.identifier.issn	1869-8182
dc.identifier.uri	http://hdl.handle.net/10453/176294
dc.description.abstract	The metaverse offers marketers the greatest potential to engage with customers and develop competitive advantages on a new medium since the advent of social media. Yet, immense uncertainty exists on what the metaverse is, how it will ultimately develop, and how firms and consumers will use it. This research aims to reduce this uncertainty by offering guidance on metaverse marketing from a firm’s perspective. We first provide background on the metaverse and summarize existing metaverse marketing research. Then, we describe how marketers can use the metaverse to differentiate their firms through the 4 P’s and 5 C’s. Subsequently, we expand on Reibstein and Iyengar’s (2023) seven potential marketing roles for the metaverse by providing additional rationales, potential opportunities, challenges, and future research directions for each role. Finally, we conclude the research by summarizing potential challenges firms face/will face while conducting metaverse marketing.
dc.language	en
dc.publisher	Springer
dc.relation.ispartof	Academy of Marketing Science (AMS) Review
dc.relation.isbasedon	10.1007/s13162-023-00255-5
dc.rights	info:eu-repo/semantics/embargoedAccess
dc.rights	This version of the article has been accepted for publication, after peer review (when applicable) and is subject to Springer Nature’s AM terms of use, but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: https://doi.org/10.1007/s13162-023-00255-5
dc.subject	1505 Marketing
dc.subject.classification	3506 Marketing
dc.title	Marketing on the Metaverse Research Opportunities and Challenges
dc.type	Journal Article
utslib.citation.volume	13
utslib.for	1505 Marketing
pubs.organisational-group	University of Technology Sydney
pubs.organisational-group	University of Technology Sydney/Faculty of Business
pubs.organisational-group	University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access	*
pubs.consider-herdc	true
utslib.copyright.embargo	2024-06-01T00:00:00+1000Z
dc.date.updated	2024-03-07T06:59:08Z
pubs.issue	1-2
pubs.publication-status	Published
pubs.volume	13
utslib.citation.issue	1-2

Abstract:

The metaverse offers marketers the greatest potential to engage with customers and develop competitive advantages on a new medium since the advent of social media. Yet, immense uncertainty exists on what the metaverse is, how it will ultimately develop, and how firms and consumers will use it. This research aims to reduce this uncertainty by offering guidance on metaverse marketing from a firm’s perspective. We first provide background on the metaverse and summarize existing metaverse marketing research. Then, we describe how marketers can use the metaverse to differentiate their firms through the 4 P’s and 5 C’s. Subsequently, we expand on Reibstein and Iyengar’s (2023) seven potential marketing roles for the metaverse by providing additional rationales, potential opportunities, challenges, and future research directions for each role. Finally, we conclude the research by summarizing potential challenges firms face/will face while conducting metaverse marketing.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/176294