The Impact of Metaverse on Branding and Marketing - A Study of How Individuals and Celebrities Use Metaverse as a Brand Extension, and the Implications for Marketing

44 Pages Posted: 13 Jul 2022

Date Written: June 23, 2022

Abstract

The Metaverse is a new and emerging technology that offers a unique opportunity for businesses and individuals alike to extend their reach and connect with others in a virtual world (Kevins, J. 2022). Celebrities and other individuals have already begun to utilize the Metaverse as a brand extension, and there is much potential for businesses to do the same (Joy et al., 2022). However, there are also some potential drawbacks that must be considered before utilizing the Metaverse for marketing and branding purposes. This study will seek to understand how individuals and celebrities can use the Metaverse as a brand extension, in order to better understand the potential of this new technology. Additionally, this research will explore the implications of using Metaverse as a marketing and branding tool, in order to understand the potential benefits and drawbacks of this new technology. Ultimately, this research will provide insights into how businesses and individuals can utilize Metaverse to extend their reach and connect with others in a virtual world. The methodology used in this study will be mixed in nature and will utilize interviews and literature reviews to collect data. The results of this research will be used to provide insights into how businesses and individuals can utilize Metaverse as a brand extension, and to understand the potential benefits and drawbacks of this new technology.

Keywords: metaverse, brand extension, ai, vr

JEL Classification: M3, M31, M37

Suggested Citation

Bushell, Chris, The Impact of Metaverse on Branding and Marketing - A Study of How Individuals and Celebrities Use Metaverse as a Brand Extension, and the Implications for Marketing (June 23, 2022). Available at SSRN: https://ssrn.com/abstract=4144688 or http://dx.doi.org/10.2139/ssrn.4144688

Chris Bushell (Contact Author)

Westminster Business School ( email )

309 Regent Street
London, W1R 8AL
United Kingdom

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