Decoding the Hype: A Pragmatic Investigation of Marketing Opportunities Within the Metaverse and Future Research Agendas
Khalil Israfilzade · Zenodo (CERN European Organization for Nuclear Research) · 2023
The advent of the Metaverse as an emergent and rapidly evolving virtual environment presents both opportunities and challenges for marketing practitioners and researchers. This literature review critically and pragmatically examines the existing body of knowledge on marketing in the Metaverse, elucidating potential research areas and topics while emphasizing the importance of adopting a balanced and sceptical approach. The review explores four key research domains: customer behaviour and engagement, ethical marketing and social responsibility, evaluation and performance measurement, and technological advances and marketing integration. By identifying constraints, biases, and areas necessitating further investigation, this review provides valuable insights for organizations navigating the uncertain terrain of the Metaverse. The paper encourages future research to delve into the longterm implications of the Metaverse, focusing on its potential impact on society, culture, and the economy. It also advocates for interdisciplinary studies that contribute to a comprehensive understanding of the Metaverse and its effects on marketing strategies and practices. By adopting a critical and pragmatic approach, this literature review aims to guide researchers and practitioners in successfully harnessing the potential of the Metaverse while mitigating risks and fostering responsible, ethical marketing practices in this dynamic virtual landscape.