Marketing in the metaverse era: toward an integrative channel approach
The development pace of digital socialization has accelerated drastically in the past decade, especially with the COVID-19 pandemic. Through that continuing digital shift, the idea of the metaverse, a virtual parallel world that can digitally replicate people’s lives, is developing fast through Meta...
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2023
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| Online Access: | http://hdl.handle.net/10725/14781 https://doi.org/10.1007/s10055-023-00783-2 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/article/10.1007/s10055-023-00783-2 |
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| _version_ | 1864513469698539520 |
|---|---|
| author | Ramadan, Zahy |
| author_facet | Ramadan, Zahy |
| author_role | author |
| dc.creator.none.fl_str_mv | Ramadan, Zahy |
| dc.date.none.fl_str_mv | 2023-06-13T11:41:22Z 2023-06-13T11:41:22Z 2023 2023-03-17 |
| dc.identifier.none.fl_str_mv | 1359-4338 http://hdl.handle.net/10725/14781 https://doi.org/10.1007/s10055-023-00783-2 Ramadan, Z. (2023). Marketing in the metaverse era: toward an integrative channel approach. Virtual Reality, 1-14. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/article/10.1007/s10055-023-00783-2 |
| dc.language.none.fl_str_mv | en |
| dc.relation.none.fl_str_mv | Virtual Reality |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.title.none.fl_str_mv | Marketing in the metaverse era: toward an integrative channel approach |
| dc.type.none.fl_str_mv | Article info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/article |
| description | The development pace of digital socialization has accelerated drastically in the past decade, especially with the COVID-19 pandemic. Through that continuing digital shift, the idea of the metaverse, a virtual parallel world that can digitally replicate people’s lives, is developing fast through Meta’s (previously known as Facebook) announcement in October 2021 that it will dedicate sizeable investments in it. While the metaverse provides immense opportunities to brands, the primary concern will be on how integrate it with current media and retail channels, whether they are offline or online. Accordingly, using an exploratory qualitative approach, this study examined the potential strategic channel-based marketing routes that companies would face in the presence of the metaverse. The findings show that the route to market will become much more complex given the metaverse’s own platform setup. Strategic multichannel and omnichannel routes are examined through a proposed framework that takes into consideration the expected evolution of the metaverse platform. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | LAURepo_10e52cce258a8c82aee07bf3a8dd3231 |
| identifier_str_mv | 1359-4338 Ramadan, Z. (2023). Marketing in the metaverse era: toward an integrative channel approach. Virtual Reality, 1-14. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/14781 |
| publishDate | 2023 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Marketing in the metaverse era: toward an integrative channel approachRamadan, ZahyThe development pace of digital socialization has accelerated drastically in the past decade, especially with the COVID-19 pandemic. Through that continuing digital shift, the idea of the metaverse, a virtual parallel world that can digitally replicate people’s lives, is developing fast through Meta’s (previously known as Facebook) announcement in October 2021 that it will dedicate sizeable investments in it. While the metaverse provides immense opportunities to brands, the primary concern will be on how integrate it with current media and retail channels, whether they are offline or online. Accordingly, using an exploratory qualitative approach, this study examined the potential strategic channel-based marketing routes that companies would face in the presence of the metaverse. The findings show that the route to market will become much more complex given the metaverse’s own platform setup. Strategic multichannel and omnichannel routes are examined through a proposed framework that takes into consideration the expected evolution of the metaverse platform.Published2023-06-13T11:41:22Z2023-06-13T11:41:22Z20232023-03-17Articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article1359-4338http://hdl.handle.net/10725/14781https://doi.org/10.1007/s10055-023-00783-2Ramadan, Z. (2023). Marketing in the metaverse era: toward an integrative channel approach. Virtual Reality, 1-14.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://link.springer.com/article/10.1007/s10055-023-00783-2enVirtual Realityinfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/147812024-07-10T11:41:37Z |
| spellingShingle | Marketing in the metaverse era: toward an integrative channel approach Ramadan, Zahy |
| status_str | publishedVersion |
| title | Marketing in the metaverse era: toward an integrative channel approach |
| title_full | Marketing in the metaverse era: toward an integrative channel approach |
| title_fullStr | Marketing in the metaverse era: toward an integrative channel approach |
| title_full_unstemmed | Marketing in the metaverse era: toward an integrative channel approach |
| title_short | Marketing in the metaverse era: toward an integrative channel approach |
| title_sort | Marketing in the metaverse era: toward an integrative channel approach |
| url | http://hdl.handle.net/10725/14781 https://doi.org/10.1007/s10055-023-00783-2 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/article/10.1007/s10055-023-00783-2 |