Building Brand Experiences in the Metaverse
Mohit Yadav, Ashutosh Pandey, Parth Sharma, Ta Huy Hung · Advances in marketing, customer relationship management, and e-services book series · 2024
This study examines the innovative use of the metaverse by three companies—MetaFashion Inc., AutoDrive Innovations, and CulinaryDelights Ltd.—to create immersive brand experiences that align with agile marketing principles. By leveraging virtual reality to engage customers, these organizations have set new standards in digital marketing. Each company implemented agile methodologies, focusing on iterative development and user feedback, resulting in highly interactive and personalized experiences. The analysis highlights the theoretical, practical, societal, and managerial implications of these initiatives, along with limitations and future research directions. While the metaverse presents significant opportunities for enhanced customer engagement and business growth, challenges such as technological barriers, costs, and privacy concerns must be addressed. Continued research is essential to fully realize the potential of the metaverse in creating inclusive and secure brand experiences.