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The Presence of Brands in the Metaverse
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Author(s): Joana Oliveira (ISAG - European Business School, Portugal & Research Center in Business Science and Tourism (CICET-FCVC), Porto, Portugal), Catarina Rocha (ISAG - European Business School, Portugal & Research Center in Business Science and Tourism (CICET-FCVC), Porto, Portugal), Ana Pinto Borges (ISAG - European Business School, Portugal & Research Center in Business Science and Tourism (CICET-FCVC), Porto, Portugal & Center for Research in Organizations, Markets and Industrial Management (COMEGI), Porto, Portugal), Bruno Miguel Vieira (ISAG - European Business School, Portugal & Research Center in Business Science and Tourism (CICET-FCVC), Porto, Portugal), Elvira Vieira (ISAG - European Business School, Portugal & Research Center in Business Science and Tourism (CICET-FCVC), Porto, Portugal & IPVC-Polytechnic Institute of Viana do Castelo, Portugal & Applied Management Research Unit (UNIAG), Instituto Politécnico de Bragança, Portugal)and Victor Tavares (ISAG - European Business School, Portugal & Research Center in Business Science and Tourism (CICET-FCVC), Porto, Portugal)
Copyright: 2024
Pages: 18
Source title:
Consumer Experience and Decision-Making in the Metaverse
Source Author(s)/Editor(s): Theodore Tarnanidis (International Hellenic University, Greece)
DOI: 10.4018/979-8-3693-4167-4.ch014
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Abstract
This research emerges as a starting point in analyzing the requirements that brand managers should consider leveraging the presence of brands in the metaverse, considering the consumers' degree of knowledge, expectations, and desired experiences, thus contributing with theoretical and practical implications to brand management. Through a qualitative methodology – employing the focus group technique – it was possible to understand the interests of consumers and their metaverse-related associations. The interactivity component is of utmost importance and must be developed, implemented, and complemented with the user's own creativity. This research has also shed light on important dimensions related to virtual content.
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