The metaverse marketing revolution: How virtual worlds are redefining digital advertising and paving the way for corporate success

Muhammad Hamdan Hussain, Shahid Khalil, Raza Hasan, Muhammad Khuram Khalil

Research output: Chapter in Book/Report/Published conference proceedingChapter


A novel approach in digital marketing has been initiated by the emergence of the metaverse, which offers comprehensive and engaging interactions that are revolutionizing the way that businesses communicate with their target audience. This study seeks to investigate and assess how metaverse marketing is improving brand awareness and helping them achieve brand success. The basis is laid by an extensive examination of literature that looks at previous research, market dynamics, and technology developments in virtual worlds. The study employs a mixed method approach to collect reliable data for the research. A survey is conducted among the Middle East College students where 193 individuals participated having information about metaverse revolutionizing digital marketing. The study shows the current impact of metaverse on company's performance and how companies can utilize this technology to outperform the competition. Following structure equation modeling through SmartPLS, results show that there is a positive relationship between direct audience interaction and corporate success.
Original languageEnglish
Title of host publicationAI-driven marketing research and data analytics
EditorsReason Masengu, Option Takunda Chiwaridzo, Mercy Dube, Benson Ruzive
PublisherIGI Global
Number of pages18
ISBN (Electronic)9798369321669
ISBN (Print)9798369321652
Publication statusPublished - 19 Apr 2024

Publication series

NameAI-Driven Marketing Research and Data Analytics
PublisherIGI Global
ISSN (Print)2327-5502

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