The Metaverse: Opportunities and Challenges for Marketing in Web3

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