Metaverse marketing: a review and future research agenda
- Title
- Metaverse marketing: a review and future research agenda
- Creator
- Kumar R.; Aneja P.; Jadaun R.; Kiran P.B.N.; Saxena N.; Saxena S.; Singh P.K.; Painoli A.K.
- Description
- Purpose: The metaverse represents a rapidly evolving digital environment that blurs the lines between physical and virtual reality, and it offers unique opportunities and challenges for businesses and marketers. The purpose of this study is to provide a comprehensive review of metaverse marketing research. The present study reviews the literature on metaverse to identify theories, contexts, gaps and methodologies using TCCM framework (Theories, Contexts, Characteristics and Methodology) to set a future research agenda. Design/methodology/approach: A review was conducted of 179 English papers related to metaverse marketing from 2010 to 2023 from the Scopus and Web of Science core collection after applying relevant filters using the TCCM framework. Findings: The findings suggest that the studies have inadequately distinguished metaverse as something that only builds interactive experiences that combine the virtual environment and the real world, whereas the theoretical domain of metaverse is dominated by studies in various domains. The applicability of metaverse marketing research is pertinent in various domains of the management field. The study explores various facets of metaverse marketing to capture its dynamic nature. Research limitations/implications: By presenting a comprehensive review, themes and knowledge gaps of the research on metaverse marketing, this study will enhance research output and provide valuable tools for future research on metaverse. Practical implications: By analyzing metaverse in marketing, the companies will be able to use this concept effectively to formulate innovative marketing strategies and personalized consumer experiences and understand consumer behavior. Furthermore, research into metaverse marketing will be helpful in offering predictions about future trends in consumer behavior, technology adoption and virtual world development. Originality/value: This study provides a thorough analysis of the current state of research on metaverse in marketing and provides a road map for further research in this area. 2024, Emerald Publishing Limited.
- Source
- Information Discovery and Delivery
- Date
- 2025-01-01
- Publisher
- Emerald Publishing
- Subject
- Marketing strategies; Metaverse; Privacy and ethics; Research agenda
- Coverage
- Kumar R., School of Management, Doon University, Dehradun, India; Aneja P., School of Business, UPES, Dehradun, India; Jadaun R., Department of Management, Graphic Era Hill University, Dehradun, India; Kiran P.B.N., School of Business and Management, Christ University, Bengaluru, India; Saxena N., Department of Management, Neville Wadia Institute of Management Studies and Research, Pune, India; Saxena S., Department of Management, International School of Business and Media, Pune, India; Singh P.K., School of management, Doon University, Dehradun, India; Painoli A.K., Department of Management, Baddi University of Emerging Sciences and Technology, Baddi, India
- Rights
- Restricted Access
- Relation
- ISSN: 23986247
- Format
- Online
- Language
- English
- Type
- Review
Collection
Citation
Kumar R.; Aneja P.; Jadaun R.; Kiran P.B.N.; Saxena N.; Saxena S.; Singh P.K.; Painoli A.K., “Metaverse marketing: a review and future research agenda,” CHRIST (Deemed To Be University) Institutional Repository, accessed April 17, 2025, https://archives.christuniversity.in/items/show/21254.