Marketing in the Metaverse

Opportunities, Challenges, and Future Trends in Emerging Economies

Abu Bashar, Brighton Nyagadza, Mohammad Wasiq (Herausgeber)

Buch | Hardcover

XL, 456 Seiten

2026
Springer International Publishing (Verlag)
978-3-032-02364-3 (ISBN)

Noch nicht erschienen - erscheint am 24.01.2026
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This book offers a comprehensive exploration of marketing in the metaverse, a rapidly evolving digital frontier reshaping human interaction and economic systems. It provides an evidence-based analysis of how immersive virtual spaces are transforming brand-consumer engagement, with a special focus on emerging markets. Readers will discover how technologies like virtual reality, artificial intelligence, and blockchain are creating new paradigms for marketing strategies. The chapters delve into critical topics such as omnichannel convergence, value co-creation, and trust in virtual transactions, illustrated through sectoral case studies from banking to fashion. The book also addresses ethical considerations, such as privacy and digital well-being, advocating for a socially responsible approach to metaverse marketing. This volume is essential for marketers, business leaders, and policymakers seeking to understand and leverage the metaverse's potential. It offers actionable insights for market entry and customer engagement, while also serving as a valuable resource for students and educators interested in digital transformation. By bridging theoretical exploration with empirical insights, this book equips readers to navigate the future of marketing with confidence and responsibility.

Abu Bashar (Ph.D) is an Assistant Professor of Digital Marketing at Gulf University, Kingdom of Bahrain.

Brighton Nyagadza (Ph.D) is a Digital Marketing academic at York St. John University, London Campus, United Kingdom.

Mohammad Wasiq (Ph.D) is an Assistant Professor at Saudi Electronic University, Kingdom of Saudi Arabia.

Chapter 1: Marketing Beyond Reality: Harnessing The Metaverse for Emerging Markets.- Chapter 2: Metaverse: Immersive Marketing and Consumer Engagement in Emerging Economies.- Chapter 3: Redefining Customer Journeys in Emerging Markets: Omnichannel Marketing in the Metaverse.- Chapter 4: Consumer Expectations and Perceived Value of a Metaverse Marketing Campaign.- Chapter 5: The Effect of Immersive Technologies on Consumer Engagement: Evidence from the Banking Sector in Zimbabwe.- Chapter 6: Effect Of Metaverse Marketing on Digital Brand Engagement: Evidence from the Banking Sector in Zimbabwe.- Chapter 7: Gamification in the Metaverse: Enhancing Consumer Experience and Loyalty.- Chapter 8: Enhancing Consumer Engagement through Metaverse Marketing: Opportunities and Challenges.- Chapter 9: The Strategies of Luxury Fashion Retailers in the Emerging Market of Metaverse: Assessing Customer Engagement and Brand Experiences.- Chapter 10: Virtual Avatars: Unlocking influence in the metaverse.-Chapter 11: Cultural Nuances in Metaverse Marketing: A Qualitative Study of Emerging Markets.- Chapter 12: Assessing Consumer Trust in Blockchain-Enabled Metaverse Transactions: A Quantitative Analysis.- Chapter 13: Mental Health in the Metaverse: Well-Being Challenges and Strategies for Emerging Markets.- Chapter 14: Strategies to enhance brand and virtual community engagement in the Metaverse in emerging markets.- Chapter 15: Gamification in Metaverse Marketing: Enhancing Consumer-Based Brand Equity.- Conclusion: Synthesizing key insights and reflections on Marketing in the Metaverse across Emerging Economies.

Erscheint lt. Verlag	24.1.2026
Reihe/Serie	Palgrave Studies of Marketing in Emerging Economies
Zusatzinfo	XL, 456 p. 13 illus., 7 illus. in color.
Verlagsort	Cham
Sprache	englisch
Maße	148 x 210 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
Schlagworte	BRICs • Consumer Engagement • Digital Marketing • Marketing Mix • Marketing strategy
ISBN-10	3-032-02364-5 / 3032023645
ISBN-13	978-3-032-02364-3 / 9783032023643
Zustand	Neuware