Description
Traditional marketing approaches must be more effective in a digital world where consumers seek more immersive and personalized experiences. Businesses need to help to engage with their target audience and to understand their evolving needs and preferences. This disconnect hinders their ability to create impactful marketing strategies that resonate with consumers and drive meaningful interactions.
Consumer Experience and Decision-Making in the Metaverse offers a solution by exploring how the metaverse transforms consumer behavior and marketing practices. The book provides insights into immersive consumer experiences, virtual brand presence, data-driven personalization, and more through a collection of research. It equips readers with the knowledge and strategies to adapt to this new digital landscape and engage with consumers in innovative ways.
Reviews and Testimonials
Consumer Experience and Decision-Making in the Metaverse is an article that adequately focuses on areas of consumer behavior and digital environment whereby the knowledge from this publication can act as a guide to users in the virtual economy. While not generalizable from the OTT context in which it is situated, it reveals other features of consumer decision-making and ethnocentricity within the game-like environment of OTT platforms and contains important tactics for synchronizing content with viewership expectations.
– Dr. Babita, School of Business and Management, Christ University, Bangalore, India
By using forward-looking methodologies including virtual simulations and real-time analytics, this book explores decision-making within the metaverse. In addition, it addresses a research area that is underrepresented by integrating technology, psychology, and business, offering ground-breaking insights into how virtual experiences reshape consumer engagement and influence business strategies in a rapidly evolving digital landscape. The metaverse, in essence, can transform consumer decision-making and marketing strategies by offering immersive experiences, personalized interactions, and new avenues for brand engagement.
– Theodore Tarnanidis
Author's/Editor's Biography
Theodore Tarnanidis (Ed.)
Theodore Tarnanidis is an Adjunct Lecturer at the International Hellenic University & Researcher in Applications of MCDA in Digital Marketing at the department of Business Administration, University of Macedonia, Greece. He made his post-doc research in the area of sustainable entrepreneurship from the University of Macedonia. He obtained a Ph.D. from the University of London Met., UK. He received his M.B.A from Liverpool University, UK and is a graduate from the University of Macedonia (Business Administration) and Alexander Technological Educational Institute (Marketing). His research focuses on Decision-Making Processes in Sustainable Innovations and Entrepreneurship, Conjoint Models and preference measurement techniques, modelling of purchases and consumer behaviour. His work has been published in various internationally renowned scientific conferences (Academy of Marketing, European Marketing Academy, PROMETHEE Days, Hellenic Operational Research) and in journals (Journal of Business Ethics, World Review of Entrepreneurship, Management and Sustainable Development, Journal of Retailing and Consumer Services, Current Issues in Tourism).