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dc.contributor.authorDwivedi, Yogesh K.
dc.contributor.authorHughes, Laurie
dc.contributor.authorWang, Yichuan
dc.contributor.authorAlalwan, Ali Abdallah
dc.contributor.authorAhn, Sun Joo (Grace)
dc.contributor.authorBalakrishnan, Janarthanan
dc.contributor.authorBarta, Sergio
dc.contributor.authorBelk, Russell
dc.contributor.authorBuhalis, Dimitrios
dc.contributor.authorDutot, Vincent
dc.contributor.authorFelix, Reto
dc.contributor.authorFilieri, Raffaele
dc.contributor.authorFlavián, Carlos
dc.contributor.authorGustafsson, Anders
dc.contributor.authorHinsch, Chris
dc.contributor.authorHollensen, Svend
dc.contributor.authorJain, Varsha
dc.contributor.authorKim, Jooyoung
dc.contributor.authorKrishen, Anjala S.
dc.contributor.authorLartey, Jared Offei
dc.contributor.authorPandey, Neeraj
dc.contributor.authorRibeiro-Navarrete, Samuel
dc.contributor.authorRaman, Ramakrishnan
dc.contributor.authorRauschnabel, Philipp A.
dc.contributor.authorSharma, Amalesh
dc.contributor.authorSigala, Marianna
dc.contributor.authorVeloutsou, Cleopatra
dc.contributor.authorWirtz, Jochen
dc.description.abstractThe initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation, and consumer wellbeing.en_US
dc.description.abstractMetaverse marketing: How the metaverse will shape the future of consumer research and practiceen_US
dc.rightsNavngivelse-Ikkekommersiell 4.0 Internasjonal*
dc.subjectConsumer behavioren_US
dc.subjectConsumer behavioren_US
dc.subjectVirtual realityen_US
dc.subjectVirtual realityen_US
dc.subjectAugmented realityen_US
dc.subjectAugmented realityen_US
dc.titleMetaverse marketing: How the metaverse will shape the future of consumer research and practiceen_US
dc.title.alternativeMetaverse marketing: How the metaverse will shape the future of consumer research and practiceen_US
dc.typeJournal articleen_US
dc.typePeer revieweden_US
dc.source.journalPsychology & Marketingen_US

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Navngivelse-Ikkekommersiell 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Navngivelse-Ikkekommersiell 4.0 Internasjonal