Shaping Future Trends Metaverse as Experiential Marketing for Gen Z

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Author(s): Madhu Arora (New Delhi Institute of Management, India), Poonam Khurana (Vivekananda Institute of Professional Studies, India), Jaya Gupta (New Delhi Institute of Management, India)and Renuka Kapoor (Amity University, India)
Copyright: 2025
Pages: 16
Source title: Optimizing Virtual Reality and Metaverse for Remote Work and Virtual Team Collaboration
Source Author(s)/Editor(s): Rohit Bansal (Vaish College of Engineering, Rohtak, India)and Rania Lampou (Ministry of Education, Greece)
DOI: 10.4018/979-8-3693-6839-8.ch015

Keywords: Business Science Reference / Media & Communications / Organizational Theory, Culture, and Behavior / Virtual Communities & Virtual Reality

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Abstract

The study is an attempt to highlight the future of marketing through artificial intelligence considering specifically Metaverse. Gen Z is considered as the target group for the study as they are the consumers of this tech-dominated marketing practices. This study makes use of primary data collected through a questionnaire from 644 respondents and SPSS software was used to analyze the result. This chapter aims to study the factors impacting willingness to purchase like smell, act, sense, feel, loyalty, relate, and word of mouth. It found that willingness to purchase has positive correlation with the act and a very small positive correlation with loyalty and word of mouth (WOM). Moreover, willingness to purchase has a negative correlation with smell, feel, and relate. There is no relationship between smell and feeling with willingness to purchase especially in online purchase.

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Shaping Future Trends Metaverse as Experiential Marketing for Gen Z

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