Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms

This visionary book presents an overview of current research and emerging trends in metaverse marketing. Leading experts explore revolutionary technologies, such as AI, virtual reality and augmented reality, to outline the innovative engagement strategies necessary to engage in a rapidly evolving digital frontier. Contributing authors analyse the application of metaverse technologies across a broad spectrum of industries, including retail, tourism, higher education and hospitality. They propose forward-thinking perspectives based on international case studies to uncover the practical implications and opportunities of the metaverse's unique marketing spaces. By integrating theoretical understanding with empirical evidence, chapters provide actionable insights for navigating the complex future of metaverse marketing. Metaverse Marketing is an essential future-oriented tool for scholars and students of business and management, innovation and disruptive technologies. Marketers, policymakers and business leaders will also benefit from its practical suggestions for navigating the metaverse.