The Metaverse: Opportunities and Challenges for Marketing in Web3

6 Pages Posted: 22 Nov 2022

See all articles by Dan Zhang

Dan Zhang

Coventry University - Business School

Simon Chadwick

Coventry University - Business School

Lingling Liu

Sports DAO Ltd.

Date Written: November 16, 2022

Abstract

In this article, we examine how the metaverse is changing marketing. First, we define metaverse marketing and outline its strategic patterns and research opportunities. We contend that the metaverse is adding a new and distinct digital marketing channel beyond the web, mobile, search engines, email, and social media. We further argue for examining metaverse marketing in the Web3 context as the connection bodes significance comparable to social marketing in Web 2.0. Finally, we project the academic implications of new knowledge creations in marketing and call for researchers’ thoughts about the crucial research questions and a central conflict of the marketing narratives in the Web3 era.

Keywords: Metaverse, Metaverse marketing, Web3, Digital marketing channels, Digital ownership, Decentralisation, Blockchain, AR/VR marketing

JEL Classification: M31, M39

Suggested Citation

Zhang, Dan and Chadwick, Simon and Liu, Lingling, The Metaverse: Opportunities and Challenges for Marketing in Web3 (November 16, 2022). Available at SSRN: https://ssrn.com/abstract=4278498 or http://dx.doi.org/10.2139/ssrn.4278498

Dan Zhang (Contact Author)

Coventry University - Business School ( email )

Priory Street
Coventry, CV1 5FB
United Kingdom

Simon Chadwick

Coventry University - Business School

Priory Street
Coventry, CV1 5FB
United Kingdom

Lingling Liu

Sports DAO Ltd. ( email )

United Kingdom

HOME PAGE: http://www.thesportsdao.io

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