Metaverse—will it change the world or be a whole new world in and of itself?

Q1 Business, Management and Accounting

AMS Review Pub Date : 2023-06-13 DOI:10.1007/s13162-023-00258-2

David J Reibstein, Raghu Iyengar

引用次数: 1

Abstract

The forecast for Metaverse by the end of the decade is that there will be over 700 million users with revenue nearing $4.5 trillion. Many companies are jumping on board not wanting to miss the opportunity. This article addresses how companies might be using the forum—for advertising and brand building, to push sales to non-virtual world, to make revenue within the metaverse itself, or even beyond. We begin with an in-depth interview of how one innovative company, Chipotle, is using the space and what they are already learning.

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超宇宙——它会改变世界还是成为一个全新的世界?

Metaverse的预测是，到本世纪末，将有超过7亿用户，收入接近4.5万亿美元。许多公司都加入进来，不想错过这个机会。这篇文章讨论了公司如何利用该论坛进行广告和品牌建设，将销售推向非虚拟世界，在元宇宙本身甚至之外创造收入。我们首先深入采访了一家创新公司Chipotle是如何利用这个空间的，以及他们已经在学习什么。

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

AMS Review Business, Management and Accounting-Marketing

CiteScore

14.60

自引率

0.00%

发文量

期刊介绍： The AMS Review is positioned to be the premier journal in marketing that focuses exclusively on conceptual contributions across all sub-disciplines of marketing. It publishes articles that advance the development of market and marketing theory.The AMS Review is receptive to different philosophical perspectives and levels of analysis that range from micro to macro. Especially welcome are manuscripts that integrate research and theory from non-marketing disciplines such as management, sociology, economics, psychology, geography, anthropology, or other social sciences. Examples of suitable manuscripts include those incorporating conceptual and organizing frameworks or models, those extending, comparing, or critically evaluating existing theories, and those suggesting new or innovative theories. Comprehensive and integrative syntheses of research literatures (including quantitative and qualitative meta-analyses) are encouraged, as are paradigm-shifting manuscripts.Manuscripts that focus on purely descriptive literature reviews, proselytize research methods or techniques, or report empirical research findings will not be considered for publication. The AMS Review does not publish manuscripts focusing on practitioner advice or marketing education.