VR in customer-centered marketing: Purpose-driven design

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

“…The current study's most important contribution is its explanation of an efficient IMT and CI that maximises the benefits of MVM for SA. Previous studies focus on the implementation of MVM and how it affects factors like sales, market expansion and business support (Hastuti et al, 2023;Kostyk and Sheng, 2023;Sartamorn and Oe, 2022;Yawised et al, 2022). However, the current study examines the role that IMT and CI play in mediating the positive relationship between MVM and SA.…”

“…The SME sector has drawn more research studies on the subject of the function of MVM, however the majority of these studies have mostly concentrated on the adoption of MVM and its impact on factors like sales, market expansion and business support. For instance, the study by Hastuti et al (2023) concentrated on the potential for Lasem Batik SMEs to adopt metaverse technology as a marketing medium to increase sales; Kostyk and Sheng (2023) also focused on SME adoption of VR-enabled metaverse in their marketing; and Sartamorn and Oe (2022) concentrated on the road map of promoting MVM and the implementation of metaverse technology as a tool to support small local businesses. On the other hand, Yawised et al (2022) concentrated on using digital technology to create an immersive marketing strategy based on a strategic viewpoint on a company's capacity for flexibility, agility and adaptation.…”

“…Given the disruption brought about by technology improvements, small and medium enterprises (SMEs) must use innovations to improve customer experience and lower operating costs (Rather et al ., 2023). In light of the numerous researchers that have predicted the acceptance of new technological concepts by SMEs, such as the use of artificial intelligence in marketing by SMEs (Abrokwah-Larbi and Awuku-Larbi, 2023) and the adoption of blockchain technology by SMEs (Polas et al ., 2022), scholars have been debating yet another upsurge of the Internet era that has initiated the “metaverse” (MV) in addition to the increasing importance of understanding many paradigms of technological revolution in the context of SMEs (Shahadat et al ., 2023; Khan et al ., 2023; Kostyk and Sheng, 2023).…”

“…For instance, the study by Hastuti et al. (2023) concentrated on the potential for Lasem Batik SMEs to adopt metaverse technology as a marketing medium to increase sales; Kostyk and Sheng (2023) also focused on SME adoption of VR-enabled metaverse in their marketing; and Sartamorn and Oe (2022) concentrated on the road map of promoting MVM and the implementation of metaverse technology as a tool to support small local businesses. On the other hand, Yawised et al .…”

Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation

“…82,86 Socially isolated people benefit from using tablet computers, arising partially from the engagement experience. 87,88 Experiences are even better when shopping in 3D/VR, 89,90 which increases shoppers' propensity to buy and decreases sensitivity to price. 91,92 Accordingly, the metaverse has the potential to rival or exceed the experiential value of traditional shopping, resulting in higher sales and consumer satisfaction.…”