The week's pick
Random Articles
Reseach Article
Revamping the Marketing World with Metaverse – The Future of Marketing
| International Journal of Computer Applications |
| Foundation of Computer Science (FCS), NY, USA |
| Volume 184 - Number 29 |
| Year of Publication: 2022 |
| Authors: Manas Khatri |
10.5120/ijca2022922361
|
Manas Khatri . Revamping the Marketing World with Metaverse – The Future of Marketing. International Journal of Computer Applications. 184, 29 ( Sep 2022), 1-5. DOI=10.5120/ijca2022922361
Abstract
The contemporary world is witnessing a rapid surge in technological adaption and integration. The internet and digital innovations have paved the way for more flexible, versatile and advanced platforms capable of doing the majority of the tasks and carrying the workload for humankind. Virtual Reality and Augmented Reality are the most effective technological revolution of internet adaptation. However, the enhanced quest for seeking technological advancements has paved the way for the latest virtual platform known as Metaverse. Instead of merely relying on the internet through our screens, Metaverse has made the existence of the virtual world and transformed it into the real world. It allows people to immerse themselves in the digital world using Virtual or Augmented Reality platforms where they can interact and improvise daily decisions in a real-time environment. Over the period of time, Metaverse has enhanced its paraphernalia. Thus, the marketers and businesses are leveraging the unique and distinctive feature of the technology in which the consumers can have an immersive and real-time feeling of the product or service they want to buy. The Metaverse has allowed companies and marketers to explore technological features for increased innovation in the wake of growing marketing competition.
References
- Bourlakis, M., Papagiannidis, S., & Li, F. (2009). Retail spatial evolution: paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1-2), 135–148. https://doi.org/10.1007/s10660-009-9030-8
- Dawson, A. (2022). Data-driven Consumer Engagement, Virtual Immersive Shopping Experiences, and Blockchain-based Digital Assets in the Retail Metaverse. Journal of Self-Governance and Management Economics, 10(2), 52. https://doi.org/10.22381/jsme10220224
- Di Pietro, R., &Cresci, S. (2021). Metaverse: Security and Privacy Issues. 2021 Third IEEE International Conference on Trust, Privacy and Security in Intelligent Systems and Applications (TPS-ISA). https://doi.org/10.1109/tpsisa52974.2021.00032
- Dwivedi, Y. K., Hughes, L., & Kumar, V. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542. https://doi.org/10.1016/j.ijinfomgt.2022.102542
- Gadalla, E., Keeling, K., &Abosag, I. (2013). Metaverse-retail service quality: A future framework for retail service quality in the 3D internet. Journal of Marketing Management, 29(13-14), 1493–1517. https://doi.org/10.1080/0267257x.2013.835742
- GavrilaGavrila, S., & De Lucas Ancillo, A. (2021). Entrepreneurship, innovation, digitization and digital transformation toward a sustainable growth within the pandemic environment. International Journal of Entrepreneurial Behaviour& Research, ahead-of-print(ahead-of-print). https://doi.org/10.1108/ijebr-05-2021-0395
- Hollensen, S., Kotler, P., &Opresnik, M. O. (2022). Metaverse – the new marketing universe. Journal of Business Strategy, ahead-of-print (ahead-of-print). https://doi.org/10.1108/jbs-01-2022-0014
- Kanterman, M., & Naidu, N. (2021, December 1). Metaverse may be $800 billion market, next tech platform. Bloomberg Intelligence. https://www.bloomberg.com/professional/blog/metaverse-may-be-800-billion-market-next-tech-platform/
- Kraus, S., Kanbach, D. K., Krysta, P. M., Steinhoff, M. M., &Tomini, N. (2022). Facebook and the creation of the metaverse: radical business model innovation or incremental transformation? International Journal of Entrepreneurial Behaviour& Research, 28(9), 52–77. https://doi.org/10.1108/ijebr-12-2021-0984
- Rehm, S.-V., Goel, L., &Crespi, M. (2015). The Metaverse as Mediator between Technology, Trends, and the Digital Transformation of Society and Business. Journal for Virtual Worlds Research, 8(2). https://doi.org/10.4101/jvwr.v8i2.7149
- Seok, W. H. (2021). Analysis of Metaverse Business Model and Ecosystem. Electronics and Telecommunications Trends, 36(4), 81–91. https://doi.org/10.22648/ETRI.2021.J.360408
- Swilley, E. (2015). Moving Virtual Retail into Reality: Examining Metaverse and Augmented Reality in the Online Shopping Experience. Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing, 675–677. https://doi.org/10.1007/978-3-319-24184-5_163
- Tarnovskaya, V., & Biedenbach, G. (2018). Corporate rebranding failure and brand meanings in the digital environment. Marketing Intelligence & Planning, 36(4), 455–469. https://doi.org/10.1108/mip-09-2017-0192
- Valaskova, K., &Machova, V. (2022). Virtual Marketplace Dynamics Data, Spatial Analytics, and Customer Engagement Tools in a Real-Time Interoperable Decentralized Metaverse. Linguistic and Philosophical Investigations, 21(0), 105. https://doi.org/10.22381/lpi2120227
Index Terms
Keywords