Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Abstract The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers.

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• 1 The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐focused discourse on the key challenges and transformative opportunities for marketers.
• 2 Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse.
• 3 We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers.

This research advances how AI systems learn, reason, and solve problems — with direct implications for automation and scientific discovery.

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