From Pixels to Portals: Unleashing the Metaverse for Marketing Mastery

• Published in: Parikalpana : KIIT journal of management Vol. 20; no. 1; pp. 181 - 202
• Main Authors: Gopakumar, Sridevi, Dananjayan, Madhava Priya
• Format: Journal Article
• Language: English
• Published: Bhubaneswar KIIT School of Management, KIIT University 01.01.2024
• Subjects: Brand loyalty; Case studies; Consumer behavior; Consumers; Digital marketing; Market strategy; Qualitative research; Research methodology; Virtual reality; Word of mouth advertising
• ISSN: 0974-2808
• DOI: 10.23862/kiit-parikalpana/2024/v20/i1/225100

The advent of the metaverse has opened up new opportunities for brands to engage with consumers in immersive and interactive virtual environments. This research aims to investigate the potential of the metaverse as a platform for marketing mastery, focusing on the transition from traditional pixel-based marketing to the utilization of metaverse portals. Through in-depth interviews with marketing professionals and observations of marketing activities within the metaverse, this qualitative research study employs a phenomenological approach and case study methodology to gain rich insights into the experiences, perspectives, and practises of brands navigating this new digital landscape. The utilisation of triangulation, which involves the integration of diverse data sources and methods, serves to enhance the robustness of research outcomes. The findings of this study contribute to a deeper understanding of how brands can embrace the metaverse and harness its potential to revolutionize marketing strategies, ultimately leading to enhanced consumer engagement and brand loyalty in the digital era. Keywords: Metaverse; Brand engagement; Immersive marketing; Consumer experience; Digital landscape; Brand loyalty; Qualitative Research Methods