MetaMinds and digital realms: Deciphering Gen Z consumer behavior in metaverse marketing
subject: Augmented reality; Consumer behavior; Gen Z; Metaverse; Metaverse marketing; Virtual reality
description: This conceptual research paper explores the innovative convergence of virtual reality (VR), augmented reality (AR), and digital spaces as it dives into the complex dynamics of Gen Z consumer behavior within the metaverse. Businesses and scholars alike face hurdles in comprehending the complex preferences, motives, and decision-making processes of this generation of digital natives, as traditional marketing tactics undergo a metamorphosis in the aftermath of the metaverse. Understanding the nuances of Gen Z's interactions in this immersive digital world is crucial for businesses looking to connect and engage with this significant consumer generation as the metaverse becomes an increasingly important part of everyday life. Thus, this study also attempts to understand the awareness about metaverse among Gen Z and the challenges faced during the act of purchase in a meta environment. 2025 by Priyakrushna Mohanty, Aarthy Chellasamy and Aishwarya Nagarathinam. All rights reserved.
creator: Mohanty, Priyakrushna; Chellasamy, Aarthy; Nagarathinam, Aishwarya
source: The AI Metaverse Revolution: Transforming Multi-Business Scenarios (Volume 1);pp.1-14
publisher: Emerald Publishing
date: 01-01-2025
rights: Restricted Access; Hardcopy may be available in the library
relation: ISBN: 978-183662582-7; 978-183662583-4;
language: English
type: Book chapter
coverage: Mohanty P., Department of Business and Management, Christ (Deemed to be University), Bengaluru, India; Chellasamy A., Department of Business and Management, Christ (Deemed to be University), Bengaluru, India; Nagarathinam A., Department of Business and Management, Christ (Deemed to be University), Bengaluru, India