HALAŠKA, Michal and Pavel VAVRUŠKA. BRANDS, PRODUCTS AND ADVERTISING IN METAVERSE. Online. In Monika Prostináková Hossová, Martin Graca, Martin Solík. Marketing and Media Identity 2022: Metaverse is the New Universe. Trnava: Faculty of Mass Media Communication University of SS. Cyril and Methodius in Trnava, 2022, p. 80-103. ISBN 978-80-572-0297-4.
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Basic information
Original name BRANDS, PRODUCTS AND ADVERTISING IN METAVERSE
Authors HALAŠKA, Michal and Pavel VAVRUŠKA.
Edition Trnava, Marketing and Media Identity 2022: Metaverse is the New Universe, p. 80-103, 24 pp. 2022.
Publisher Faculty of Mass Media Communication University of SS. Cyril and Methodius in Trnava
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Slovakia
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW URL
Organization unit School of Business Administration in Karvina
ISBN 978-80-572-0297-4
ISSN 2729-7527
Keywords in English Advertising; Brand; Metaverse; Product; Virtual World
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 1/4/2024 19:46.
Abstract
The text discusses the burgeoning interest and investment in the metaverse by major technology companies, highlighting its potential to blend virtual and physical realities through augmented and virtual reality technologies. This fusion is anticipated to offer novel opportunities for businesses in various domains, such as marketing, education, and healthcare, despite the current absence of the necessary technology and infrastructure for developing immersive virtual worlds on a large scale. The focus of this research is particularly on the implications of the metaverse for marketing, examining how consumer brands can leverage it for marketing activities and advertising. The methodology includes a systematic literature review targeting the Scopus and Web of Science databases, and a content analysis that categorizes marketing concepts such as consumer brands, products, metaverse platforms, and their advertising capabilities. The findings provide an overview of the current state of marketing research within the metaverse and explore how selected consumer brands utilize these new virtual spaces for advertising, offering insights into the transformative potential of the metaverse in marketing strategies.
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