Marketing beyond reality: a systematic literature review on metaverse
ISSN: 2040-8269
Article publication date: 18 March 2024
Issue publication date: 28 May 2024
Abstract
Purpose
This study aims to answer two significant questions: What are the relative consumer and firm-level effects of marketing through metaverse compared to conventional marketing endeavours? What are the current trends in utilizing the metaverse as reported in the recent literature?
Design/methodology/approach
This study uses a systematic literature review methodology, using a Preferred Reporting Items for Systematic Reviews and Meta-Analyses flowchart to synthesize existing research. A total of 35 articles written in English were selected and analysed from two databases, Web of Science and EBSCO Host.
Findings
The findings indicate that consumer-level effects of the metaverse include consumer loyalty and brand attachment. The firm-level benefits are decentralization and cost reductions. The paper proposes a framework indicating variables that could attenuate or enhance the association between immersive components of the metaverse and their resultant effects.
Originality/value
This study contributes to understanding the role of metaverse in marketing practices related to the marketing mix components. The study conceptualizes a novel framework for the metaverse and its resultant effects.
Keywords
Acknowledgements
The authors are immensely grateful to fellow research scholars for their invaluable help, encouragement and motivation that greatly contributed to this research work.
Citation
Yadav, S., Pandey, S.K. and Sharma, D. (2024), "Marketing beyond reality: a systematic literature review on metaverse", Management Research Review, Vol. 47 No. 7, pp. 1029-1051. https://doi.org/10.1108/MRR-06-2023-0456
Publisher
:Emerald Publishing Limited
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