Assessing the utilization of metaverse in enhancing marketing practices: Cases from an emerging market

The purpose of this chapter is to explore the evolving landscape of marketing in the metaverse era. Metaverse applications of marketing activities from various industries are examined with cases from an emerging country. Beginning with an evaluation of marketing practices leading up to the metaverse, the chapter examines the transition from traditional methods to digital, social media, and mobile marketing strategies. It then delves into the myriad uses of the metaverse for marketing practices, highlighting immersive experiences, gamification, virtual commerce, and personalized engagement. Recent examples showcase how brands are leveraging virtual environments to connect with consumers in innovative ways. Last, expected challenges for companies are discussed. Concluding remarks offer recommendations for marketing practitioners, particularly in emerging countries, emphasizing the importance of embracing emerging technologies and adapting strategies to leverage the opportunities presented by the metaverse for effective brand engagement and consumer interaction. © 2024, IGI Global.