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Publicação
Beyond Reality: The Metaverse as a Strategic Tool for Branding and Marketing Innovation
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.59 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Metaverse has rapidly emerged in the last years as a transformative arena for companies
seeking innovative alternatives to position their brands and engage customers in immersive
experiences. As a groundbreaking frontier for marketing efforts to redefine brand positioning
and user experience, the metaverse and related technologies that enable virtual and
augmented reality transcends traditional digital marketing boundaries, as brands currently
aim for creative interactive offerings to improve brand-customer relationship in more dynamic
environments. The present study goes even further on the current body of knowledge
regarding brand positioning in the metaverse employing a mixed method approach
(qualitative and quantitative) combining insights from experts, collected through one-to-one
interviews, with a quantitative study tested using structural equation modeling (SEM). By
combining in our theoretical model, the influence of social media marketing activities’
components, by Bilgin Y. (2018), and the unified theory of acceptance and use of technology
(UTAUT), by Venkatesh et. al (2003; 2012), our study presents an innovative approach to the
metaverse as a resourceful alternative for marketing teams and practitioners. Businesses are
increasingly exploring the potential of the metaverse, discovering novel opportunities to craft
memorable brand experiences, foster deeper connections with consumers, and pioneer
innovative forms of virtual interaction and online communities.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Metaverse Digital Marketing UTAUT Consumer Behavior Brand Avatar Branding SDG 4 - Quality education SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure