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A Globetrotter to the Future of Marketing: Metaverse
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Author(s): Reepu Reepu (Chandigarh University, India), Sanjay Taneja (Graphic Era University (Deemed), India), Ercan Ozen (Usak University, Turkey)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
Copyright: 2023
Pages: 11
Source title:
Cultural Marketing and Metaverse for Consumer Engagement
Source 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)
DOI: 10.4018/978-1-6684-8312-1.ch001
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Abstract
A novel chance to expand reach and interact with others in a virtual environment exists thanks to the metaverse, a new and developing technology. Businesses have a lot of opportunity to use the metaverse as a brand stretching, as celebrities and other people have already started to do. Before using the metaverse for marketing and branding, there are a few potential disadvantages that must be taken into account. To fully grasp the possibilities of this new technology, this study will attempt to comprehend how people and celebrities can use the metaverse as a brand stretching. Additionally, in order to comprehend the possible advantages and disadvantages of this new technology, this research will examine the consequences of employing Metaverse as a marketing and branding tool. In the end, this research will offer perceptions on how organisations and people might use Metaverse to broaden their reach and interact with others in a virtual world.
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