121421 20241125101128.0 doi 10.1002/mar.21767 sideral 131765 ART-2023-131765 eng Dwivedi, Yogesh K. Metaverse marketing: How the metaverse will shape the future of consumer research and practice 2023 Access copy available to the general public Unrestricted The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation, and consumer wellbeing. info:eu-repo/semantics/openAccess by-nc http://creativecommons.org/licenses/by-nc/3.0/es/ 8.9 2023 PSYCHOLOGY, APPLIED 6 / 113 = 0.053 2023 Q1 T1 BUSINESS 19 / 304 = 0.062 2023 Q1 T1 2.76 2023 Marketing 2023 Q1 Applied Psychology 2023 Q1 12.1 2023 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Hughes, Laurie Wang, Yichuan Alalwan, Ali A. Ahn, Sun J. (Grace) Balakrishnan, Janarthanan Barta, Sergio Universidad de Zaragoza (orcid)0000-0001-8353-3870 Belk, Russell Buhalis, Dimitrios Dutot, Vincent Felix, Reto Filieri, Raffaele Flavián, Carlos Universidad de Zaragoza (orcid)0000-0001-7118-9013 Gustafsson, Anders Hinsch, Chris Hollensen, Svend Jain, Varsha Kim, Jooyoung Krishen, Anjala S. Lartey, Jared O. Pandey, Neeraj Ribeiro-Navarrete, Samuel Raman, Ramakrishnan Rauschnabel, Philipp A. Sharma, Amalesh Sigala, Marianna Veloutsou, Cleopatra Wirtz, Jochen 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 40, 4 (2023), 750-776 Psychol. mark. PSYCHOLOGY & MARKETING 0742-6046 2016228 http://zaguan.unizar.es/record/121421/files/texto_completo.pdf Versión publicada 1869629 http://zaguan.unizar.es/record/121421/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:121421 articulos driver 2024-11-22-11:58:08 ARTICLE