RESEARCH AIM Contributing to an interdisciplinary conceptualization of the Metaverse, with a marketing focus. Investigate and show the different marketing applications of the Metaverse in different sectors. Explore both the customer and business perspectives related to the marketing in the Metaverse. RESEARCH QUESTIONS How has the Metaverse been defined from a marketing perspective? Which are the most relevant topics of investigation in the field of Metaverse marketing? How do companies of different sectors implement the Metaverse in their marketing strategies?
Pattuglia, S. (2023). MARKETING OPPORTUNITIES IN THE METAVERSE. A NARRATIVE LITERATURE REVIEW IN AN INTERDISCIPLINARY PERSPECTIVE AND SOME EXPLORATORY CASES. In Marketing per il benessere, la salute e la cura. Società Italiana Marketing (pp.1-18). ROMA : SOCIETA' ITALIANA MARKETING.
MARKETING OPPORTUNITIES IN THE METAVERSE. A NARRATIVE LITERATURE REVIEW IN AN INTERDISCIPLINARY PERSPECTIVE AND SOME EXPLORATORY CASES
Pattuglia S.
2023-01-01
Abstract
RESEARCH AIM Contributing to an interdisciplinary conceptualization of the Metaverse, with a marketing focus. Investigate and show the different marketing applications of the Metaverse in different sectors. Explore both the customer and business perspectives related to the marketing in the Metaverse. RESEARCH QUESTIONS How has the Metaverse been defined from a marketing perspective? Which are the most relevant topics of investigation in the field of Metaverse marketing? How do companies of different sectors implement the Metaverse in their marketing strategies?| File | Dimensione | Formato | |
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