The Metaverse Marketing Revolution
Muhammad Hamdan Hussain, Shahid Khalil, Raza Hasan, Muhammad Khuram Khalil · Advances in marketing, customer relationship management, and e-services book series · 2024
A novel approach in digital marketing has been initiated by the emergence of the metaverse, which offers comprehensive and engaging interactions that are revolutionizing the way that businesses communicate with their target audience. This study seeks to investigate and assess how metaverse marketing is improving brand awareness and helping them achieve brand success. The basis is laid by an extensive examination of literature that looks at previous research, market dynamics, and technology developments in virtual worlds. The study employs a mixed method approach to collect reliable data for the research. A survey is conducted among the Middle East College students where 193 individuals participated having information about metaverse revolutionizing digital marketing. The study shows the current impact of metaverse on company's performance and how companies can utilize this technology to outperform the competition. Following structure equation modeling through SmartPLS, results show that there is a positive relationship between direct audience interaction and corporate success.