Metaverse – the new marketing universe

نویسندگان

چکیده

Purpose This study aims to present and explain the concept of Metaverse, which will revolutionize nearly every industry can be regarded as 3D version internet. Especially, paper explores “building blocks” Metaverse how it is functioning in a case study. Design/methodology/approach The explained by Nike–Roblox study, where authors explore customer benefits, that are provided Nikeland project. Findings showing virtual platforms, content services, consumer business behavior most important visible visitors (customers) alliance. gaining popularity among big global brands. It expected breakthrough for happen when next layer brands, regional local start penetrating Metaverse. Originality/value new future marketing platform presenting giving life all kinds brands interactive digital space. copy we working physical world. In this space, users come together via avatars resemble them. have an enormous effect on companies use function communicate with each other future.

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ژورنال

عنوان ژورنال: Journal of Business Strategy

سال: 2022

ISSN: ['0275-6668', '2052-1197']

DOI: https://doi.org/10.1108/jbs-01-2022-0014