Metaverse Marketing: How the metaverse will shape the future of consumer research and practice

Dwivedi Y. K. et al., including Jooyoung Kim and Sun Joo (Grace) Ahn (published), “Metaverse Marketing: How the metaverse will shape the future of consumer research and practice.” Psychology & Marketing. https://doi.org/10.1002/mar.21767

Abstract: 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.

Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy

Dwivedi, Y., et al. including Jooyoung Kim, Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy, International Journal of Information Management, 66(2022), Authors have made equal contributions. https://doi.org/10.1016/j.ijinfomgt.2022.102542.

Abstract: The metaverse has the potential to extend the physical world using augmented and virtual reality technologies allowing users to seamlessly interact within real and simulated environments using avatars and holograms. The potential impact on the way we conduct business, interact with brands and others, and develop shared experiences is likely to be transformational as the distinct lines between physical and digital are likely to be somewhat blurred from current perceptions. This study examines these topics in detail by combining the informed narrative and multi-perspective approach from experts with varied disciplinary backgrounds on many aspects of the metaverse and its transformational impact. The paper concludes by proposing a future research agenda that is valuable for researchers, professionals, and policy makers alike.

The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse

Sun Joo (Grace) Ahn, Jooyoung Kim & Jaemin Kim (Grady PhD student) (in press). “The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse.” Journal of Advertising, 50th Anniversary Special Issue.

Abstract: The concept of the metaverse was first coined in the science fiction novel Snow Crash published almost 30 years ago, serving as the pre-genesis concept of the next groundbreaking development in communication and technology fields for several decades. Today, the concept of the metaverse is complicated and often discussed as a multi-dimensional notion, generally referring to multiple interconnected virtual worlds where large numbers of users can simultaneously interact in embodied form. In this essay, we propose the Bifold Triadic Relationships Model to help advertising scholars understand how advertising may work in the metaverse and to guide future research endeavors. Although the metaverse as a concept has yet to take form, we hope that this primer presents a clearer layout of how advertising can be studied at the unit level of triadic relationships among consumer, media, and engagement behaviors in the metaverse space. Using what we know thus far about immersive virtual environments and how they relate to advertising practice and scholarship, the present essay serves as an impetus for new directions in advertising theory and research in the metaverse in the years to come.