Metaverse – the new marketing universe

Q2 Business, Management and Accounting

Journal of Business Strategy Pub Date : 2022-03-17 DOI:10.1108/jbs-01-2022-0014

S. Hollensen, P. Kotler, M. O. Opresnik

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引用次数: 81

Abstract

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

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虚拟世界——新的营销世界

本研究旨在介绍和解释元宇宙的概念，它将彻底改变几乎所有行业，可以被视为互联网的3D版本。特别地，本文通过一个案例研究探索了虚拟世界的“构建块”以及它是如何运作的。设计/方法/方法meta - verse概念是通过Nike-Roblox案例研究来解释的，作者探讨了Nikeland项目提供的客户利益。Nike-Roblox案例研究表明，虚拟平台、内容服务、消费者和商业行为是Nike-Roblox联盟中最重要、最明显的“构建模块”。Metaverse在全球大品牌中越来越受欢迎。当下一层品牌，区域和本地品牌开始渗透到Metaverse时，预计Metaverse的重大突破将会发生。创意/价值emetaverse将成为未来全新的营销平台，为各类品牌在3D互动数字空间中呈现和赋予生命。虚拟世界是我们在现实世界中工作方式的数字复制。在这个3D数字空间中，用户可以通过与他们相似的化身聚在一起。这将对公司如何使用营销功能以及我们未来如何相互沟通产生巨大影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Strategy Business, Management and Accounting-Management Information Systems

CiteScore

4.50

自引率

0.00%

发文量

期刊介绍： The Journal of Business Strategy publishes articles with a practical focus designed to help readers develop successful business strategies. Articles should say something new or different and may propose a unique perspective. They should not offer prescriptions to CEOs on how to manage, but rather be directed toward middle and senior managers at companies of all sizes and types, as well as consultants and academics who want to think about their businesses in new ways. Coverage: As one of the few journals dedicated to business strategy, JBS defines strategy in the broadest sense and thus covers topics as diverse as marketing strategy, innovation, developments in the global economy, mergers & acquisition integration and human resources. We have a penchant for substantive, provocative and well-written articles. We also like to break the mould and include articles on topics readers are unlikely to find in other business publications.