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Commercial Metaverse and the Customer: What Are the Realities, Challenges, and Perspectives for Brands?
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Author(s): Nadia Chafiq (Benmsik Faculty of Sciences, Morocco), Imane Elimadi (Benmsik Faculty of Sciences, Morocco), Mohamed Ghazouani (Benmsik Faculty of Sciences, Morocco)and Mohammed Talbi (Benmsik Faculty of Sciences, Morocco)
Copyright: 2023
Pages: 15
Source title:
Influencer Marketing Applications Within the Metaverse
Source Author(s)/Editor(s): Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Sikandar Ali Qalati (School of Business, Liaocheng University, Shandong, China)and Aziza Chakir (Faculty of Law, Economics and Social Sciences, Hassan II University, Casablanca, Morocco)
DOI: 10.4018/978-1-6684-8898-0.ch006
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Abstract
The metaverse has made customer experience personalization a top priority ever since it was founded. Users can customize their avatars and live experiences to create something truly unique. unlike any other Brands will be able to offer augmented reality in the metaverse as well. Therefore, brands must invest in enhancing the customer experience throughout the entire buying journey, including discovery, acquisition, and decision-making. To accomplish this, they must gather and examine audience data with the intention of personalization. Our research has two main goals. The first is Discussing the potential of the metaverse for digital marketing and examining the emerging technologies that can be used in marketing. The second goal of this research is to determine how Moroccan businesses could utilize metaverse in digital marketing, beyond the technical aspects and tools. What position should Moroccan businesses take in the world of cutting-edge technologies? A questionnaire was sent to 20 companies to answer the research questions.
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