TY - JOUR
T1 - Metaverse – the new marketing universe
AU - Hollensen, Svend
AU - Kotler, Philip
AU - Opresnik, Marc Oliver
N1 - Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2023/4/14
Y1 - 2023/4/14
N2 - 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.
AB - 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.
KW - Avatar
KW - Marketing
KW - Nike
KW - Social media marketing
KW - Virtual reality
UR - http://www.scopus.com/inward/record.url?scp=85126366134&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85126366134&partnerID=8YFLogxK
U2 - 10.1108/JBS-01-2022-0014
DO - 10.1108/JBS-01-2022-0014
M3 - Article
AN - SCOPUS:85126366134
SN - 0275-6668
VL - 44
SP - 119
EP - 125
JO - Journal of Business Strategy
JF - Journal of Business Strategy
IS - 3
ER -