The Intrinsic Property of a Representation in the Phygital Transformation: A (Meta) Influence as a Force With Magnitude and Direction in the Metaverse

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Author(s): Neli Maria Mengalli (Faculdade São Bernardo do Campo, Brazil)and Antonio Aparecido Carvalho (Faculdade São Bernardo do Campo, Brazil)
Copyright: 2024
Pages: 16
Source title: Using Influencer Marketing as a Digital Business Strategy
Source Author(s)/Editor(s): Sandrina Teixeira (ISCAP, Polytechnic Institute of Porto, Portugal), Sara Teixeira (Polytechnic Institute of Porto), Zaila Oliveira (Unichristus, Brazil & Unifametro, Brazil)and Elnivan Souza (Christus University Center, Brazil)
DOI: 10.4018/979-8-3693-0551-5.ch007

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

This chapter was written based on a qualitative methodology with reading reports and current articles at the time of writing. The objective was to highlight what (meta) influence is and how the (meta) influencer phygital can contribute to the brand. In the qualitative research, it was revealed that it is a prosperous field for marketing, mainly for influencer marketing; however, it is a new theme and lacks a lot of research. It was concluded that the metaverse is a reality that cannot be neglected, both in terms of the consumer's experience and the employee's experience, and the (meta)influencers are very familiar with the company's values, products, and services and are capable of making authentic and compelling recommendations.

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The Intrinsic Property of a Representation in the Phygital Transformation: A (Meta) Influence as a Force With Magnitude and Direction in the Metaverse

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