Metaverse as a driver in contemporary marketing: A study

The Metaverse is characterized as an immersive World Wide Web environment, where users gain the ability to access augmented and virtual reality and seamlessly interact across various environments through persistent avatars and innovative digital technologies. From the inception of the Internet in the 1990s to the rise of Web 2.0 and the evolution into the Metaverse, one of the most intriguing intellectual shifts witnessed is the fusion of influencer marketing and digital experience. The global pandemic prompted brands to connect with audiences worldwide in groundbreaking and compelling ways that resonate with the masses without revealing their exclusive authenticity. Consequently, businesses turned to expertise, venturing into the Metaverse to bring their brands to life while adopting a distinctive form of creative expression along the way. In a digital landscape that merges virtual content, objectives, and individuals with infinite perspectives, the Metaverse presents boundless potential. Combining various technological elements like virtual reality, augmented reality, and video, the Metaverse offers users an experience of inhabiting a parallel digital realm. Often described as an authentic-seeming virtual environment, it provides users with opportunities to work, play, and engage with their social networks through experiences mirroring real life, such as concerts, conferences, meetings, virtual tours, and collaborative sessions. The aim of this research is to explore the applications of the Metaverse in marketing. Given the rapid technological evolution, it’s crucial for marketers to remain at the forefront of these changes and adapt accordingly. Organizations worldwide engaged in Social Media Marketing are extensively investing in the Metaverse platform to grasp how it can revolutionize the marketing landscape.