D 2022

BRANDS, PRODUCTS AND ADVERTISING IN METAVERSE

HALAŠKA, Michal a Pavel VAVRUŠKA

Základní údaje

Originální název

BRANDS, PRODUCTS AND ADVERTISING IN METAVERSE

Autoři

HALAŠKA, Michal a Pavel VAVRUŠKA

Vydání

Trnava, Marketing and Media Identity 2022: Metaverse is the New Universe, od s. 80-103, 24 s. 2022

Nakladatel

Faculty of Mass Media Communication University of SS. Cyril and Methodius in Trnava

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Obor

50204 Business and management

Stát vydavatele

Slovensko

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

elektronická verze "online"

Odkazy

Organizační jednotka

Obchodně podnikatelská fakulta v Karviné

ISBN

978-80-572-0297-4

ISSN

Klíčová slova anglicky

Advertising; Brand; Metaverse; Product; Virtual World
Změněno: 1. 4. 2024 19:46, Miroslava Snopková

Anotace

V originále

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.