Digital Marketing in Cultural Heritage: An Approach to Metaverse

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Author(s): Francesco Carignani (University of Naples Federico II, Italy), Laura Clemente (Sapienza University of Rome, Italy), Gesualda Iodice (University of Naples Federico II, Italy)and Francesco Bifulco (University of Naples Federico II, Italy)
Copyright: 2023
Pages: 22
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.ch011

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

The contemporary cultural scenario is called upon to face challenges deriving from the intersection between social and technological variables, and to develop new strategic trajectories capable of stimulating the interest and involvement of a new audience of digital natives. If assisted with effective marketing strategies, metaverse and virtual platforms can become a fundamental strategic tool for cultural players to build a lasting and solid relationship with their reference stakeholders and with a new target audience. This chapter analyses the role that digital and immersive technologies can have in increasing participation and engagement of young adult customers.

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