Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Cultural Marketing and Metaverse for Consumer Engagement

Cultural Marketing and Metaverse for Consumer Engagement
Author(s)/Editor(s): Amandeep Singh (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), Amrinder Singh (Jain University, India), Murat Unanoglu (İstanbul Aydin University, Turkey)and Sanjay Taneja (Uşak University, Turkey)
Copyright: ©2023
DOI: 10.4018/978-1-6684-8312-1
ISBN13: 9781668483121
ISBN10: 1668483122
EISBN13: 9781668483145


View Cultural Marketing and Metaverse for Consumer Engagement on the publisher's website for pricing and purchasing information.


People have cultural boundaries. Their thinking and decisions are affected by their cultural values and norms. Marketers implant cultural values and standards in advertisements where consumers can relate to the characters in the advertisements. To design a cultural marketing advertisement, it is critical to pay attention to what is going on in the culture and anticipate what issues will hold in the future.

Cultural Marketing and Metaverse for Consumer Engagement highlights the importance of cultural marketing, discusses how consumer beliefs are built and affected by cultural marketing, and considers how culture acts as a base for the marketing ecosystem. Covering key topics such as the digital era, religion marketing, and consumer behavior, this premier reference source is ideal for marketers, business owners, managers, researchers, scholars, academicians, practitioners, instructors, and students.

Author's/Editor's Biography

Amandeep Singh (Ed.)

Dr. Amandeep Singh holds a Doctorate in Management specializing in Marketing and he is also UGC-NET qualified. He holds more than 16 years of teaching experience. His main area of research is Consumer Sciences and Business Innovations. Currently, he is working as Professor at Chitkara Business School, Chitkara University, Punjab, India. He has published 48 research papers in various journals and conferences which are indexed in Scopus, Web of Science and Google Scholar. He has edited 7 books published by IGI Global, De Gruyter and Wiley. He has also chaired many National and International Conferences. He is on the editorial board of 3 International Journals. He was awarded the Best Teacher in 2008. He is also part of the Board of Studies of various B-Schools and leading universities in Northern India.

Sandhir Sharma (Ed.)
Sandhir Sharma is a Ph.D. in strategic Management from Mahatma Gandhi Kashi Vidyapeeth, Varanasi and Post Graduate from Panjab University, Chandigarh with 23 years of experience in business management education and expertise in strategy formulation, sustainability, and leadership. He has 5 years of working experience in telecom industry prior joining academics. He has published 61 research papers/articles in highly indexed Scopus, Web of Sciences and ABDC journals in the areas of strategy, sustainability, Food Science, Energy, Leadership, quality education, Environment, E-learning & other areas. He is a member of several management associations such as AMDISA, AIMS-International, HEF, INFOMS and AACSB. He serves as business consultant to several higher education institutions and small enterprises. Dr. Sharma received Shiksha Bharti Award by Indian Achiever’s Forum for his contribution in management education in year 2021, Excellent Researcher Award in 2022 by INSO Awards and Outstanding B-School Director Award by AIMS-International at IIM-Kozhikode in 2020 and 2021. He has filed 23 patents and 11 copyrights in diverse areas. He is visiting faculty to Kedge Business School, France, University of Applied Sciences, Osnabrueck, Germany, Binus University & Telekom University, Indonesia. He is presently serving as Pro Vice Chancellor, Chitkara Business School, Chitkara University, Punjab.

Amrinder Singh (Ed.)
Amrinder Singh is having more than 12 years of experience in the teaching field. He has done MBA PhD in Marketing from Punjabi Iniversity Patiala.He is currently working as Head Chandigarh Group of Colleges Jhanjeri. Prior to that he has was working as Head CT University, Ludhiana. He has 15 papers to his credit till date. He has also chaired many national and international conferences. He is on the advisory board of many Universities.

Murat Unanoglu (Ed.)
Murat Unanoğlu has 20 years of work experience covering business life and academia in strategy development, technology adaptation, innovation, and entrepreneurship. He graduated from ITÜ Mechanical Engineering and received an Executive MBA degree from Boğaziçi University and a PhD degree in Management from İstanbul Bilgi University. During his management consultancy career, he run and managed projects covering institutionalization and strategic planning for companies in different sectors. In order to support young artists, he initiated an e-commerce site , which operates in the field of art in Turkey, in 2013. He has been teaching entrepreneurship at İstanbul Bilgi University MBA programs for the last five years. He also worked as a part time innovation advisor between 2019-2020 for the InoSuit Program developed by Turkish Exporters Assembly as a University – Industry Cooperation aims to increase the innovation capacity at firm level. He is currently working as an Assistant Professor in the Department of Business Administration in İstanbul Aydın University.

Sanjay Taneja (Ed.)
Sanjay Taneja is an Associate Professor in the Department of Management studies at Graphic Era University, Dehradun, Uttarakhand, India. He received his PG degrees in Management (Gold Medalist) (Finance) from Chaudhary Devi University, Sirsa, India in 2012. He earned his Doctor of Philosophy (Sponsored By ICSSR) in Banking and Finance entitled “An Appraisal of financial performance of Indian Banking Sector: A Compartative study of Public, Private and Foreign banks in 2016 from Chaudhary Devi University, Sirsa, India. Before joining Chandigarh University in Oct. 2021, Sanjay had served three organisations with a total experience of 9+ yrs. He has published various articles in various journals and presented papers at various international conferences. His research mainly focuses on regulations, Banking and Finance in insurance, insurance management, economics and management of innovation in insurance. She has edited 3 books with international and national publishers. He has over 30 publications in his account, and his research works have been published in reputed journals, i.e. Springer, Elsevier, Taylor & Francis, Hindawi and IGI Global, with high impact factor and SCI/SCIE/Scopus/WoS indexing.


Body Bottom