¹Haridarshan Singh ,²Saurabh Gupta,³Mohd Hassan

^1,2,3Assistant Professor, Shri Ram College of Commerce, University of Delhi

Modern society is seeing a fast uptick in technology adaptation and incorporation. The development of the internet and other modern devices has made it possible for systems to become further adaptable, diverse, and sophisticated, enabling them to handle the bulk of humanity's duties and burdens. The most successful technological advances in internet adaptation are virtual worlds and augmented reality. But the increased search for technical breakthroughs has made room for the most recent virtual world, called Metaverse. Metaverse has created the presence of the digital space and changed it into the actual world so that we are no longer just dependent on the internet via our screens. Utilizing virtual or augmented reality systems, it enables users to actively involve themselves in the virtual space where they may engage and innovate everyday choices in a time-based setting. The Metaverse has improved its accessories throughout the years. In order to provide customers with a holistic and true experience with the item or commodity they desire to purchase, companies and businesses are making use of automation's special and distinguishing features. Due to the rising competitiveness in the marketing industry, the Metaverse has given businesses and traders the opportunity to investigate technology aspects for more creativity. An introduction to the metaverse and its developments is presented in this paper.

Metaverse, digital marketing, marketing, online marketing, metaverse marketing, metaverse future

1) Al-Afifi, A. A. M., Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, 1(5), 69–80. http://researchleap.com/category/international-journal-of-management-science-and-business-administration

2) Andamisari, D. (2021). Penggunaan Status Whatsapp Sebagai Digital Marketing Warga Kecamatan Medan Satria Bekasi Di Era New Normal. Jurnal Lugas, 5(1), 66–72

3) Başyazıcıoğlu, H. N., & Karamustafa, K. (2018). Marketing 4.0: Impacts of Technological Developments on Marketing Activities. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 8(2), 621–640.

4) Dwivedi, Y. K., Hughes, L., & Kumar, V. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542. https://doi.org/10.1016/j.ijinfomgt.2022.102542

5) Hershanty, D., & Jafrizal. (2021). The Effect of Dynamic Capabilities and IT Capability on Firm Performance Perspective Mediating by Digital Transformation in Small Medium Enterprise. International Journal of Scientific Research and Management, 9(03).

6) Kotler P., Kertajaya, H. Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Wiley. New Jersey. ISBN 9781119341208

7) Kanterman, M., & Naidu, N. (2021, December 1). Metaverse may be $800 billion market, next tech platform. Bloomberg Intelligence. https://www.bloomberg.com/professional/blog/metaverse -may-be-800-billion-market-next-tech-platform/

8) Swilley, E. (2015). Moving Virtual Retail into Reality: Examining Metaverse and Augmented Reality in the Online Shopping Experience. Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing, 675–677. https://doi.org/10.1007/978-3-319- 24184-5_163

9) Seok, W. H. (2021). Analysis of Metaverse Business Model and Ecosystem. Electronics and Telecommunications Trends, 36(4), 81–91. https://doi.org/10.22648/ETRI.2021.J.360408

10) Tarnovskaya, V., & Biedenbach, G. (2018). Corporate rebranding failure and brand meanings in the digital environment. Marketing Intelligence & Planning, 36(4), 455–469. https://doi.org/10.1108/mip-09-2017-0192 11) Valaskova, K., &Machova, V. (2022). Virtual Marketplace Dynamics Data, Spatial Analytics, and Customer Engagement Tools in a Real-Time Interoperable Decentralized Metaverse. Linguistic and Philosophical Investigations, 21(0), 105. https://doi.org/10.22381/lpi2120227

12) Wilson, K. B., Karg, A., & Ghaderi, H. (2021). Prospecting non-fungible tokens in the digital economy: Stakeholders and ecosystem, risk and opportunity. Business Horizons. https://doi.org/10.1016/j.bushor.2021.10.007.

13) Wu, H.-K., Lee, S. W.-Y., Chang, H.-Y., & Liang, J.-C. (2013). Current status, opportunities and challenges of augmented reality in education. Computers & Education, 62, 41-49.

Volume 05 Issue 12 December 2022

There is an Open Access article, distributed under the term of the Creative Commons Attribution – Non Commercial 4.0 International (CC BY-NC 4.0) (https://creativecommons.org/licenses/by-nc/4.0/), which permits remixing, adapting and building upon the work for non-commercial use, provided the original work is properly cited.