Book Chapter
The metaverse is an immersive 3D virtual or mixed reality in which people can work, learn, consume, entertain and socialize. As with any other major technological development in human history, what the metaverse entails is evolving; that is, its very notion is changing. We review the ways the metaverse and marketing intersect (e.g. through digital goods transactions, virtual retail sites and consumers’ purchase and possession of avatars and other roleplay features) and explores the tools qualitative researchers can leverage to explore this evolving marketscape.
Faculty
Professor of Marketing
