Marketing Opportunities in Metaverse: A Systematic Literature Review
DOI:
https://doi.org/10.55737/rl.2025.42110Keywords:
Metaverse, Communicative Affordances, Brand Communication, Immersive Technologies, Systematic Literature ReviewAbstract
A new opportunity for brands is how to communicate with the core audiences that they used to compete for with rivals in the no-digital era; transformation happens gradually and little by little. Helpful overviews are given of the issues facing VR communications above. The reports referred to in the following are from an academic literature recitation (though video materials are not included on account of space constraints). This article endeavors to explore immersive technology from the angle of communication and discover what kind of relationship can exist between brands and consumers. A systematic literature review of 50 peer-reviewed studies published on websites including Google Scholar, ScienceDirect, JSTOR, and SSRN was conducted to achieve this end. Out of a total of 130 articles found, the SLR has explicitly selected for analysis only 50 of them. And regarding methodological criteria, draft guidelines set by PRISMA saved publication bias from creeping in. The principles avoided perverting original findings altogether. It is found that diverse technologies such as VR, AR, MR, Life-Log, Mirror Worlds, Blockchains, and AI enable the Metaverse to undertake a brand of communication not available in previous venues. These new communication affordances include immersive engagement, personalized interaction, experiential communication forms, and different forms for brands 'presence and symbolic representation than heretofore thought possible. New modes of virtual presence were also introduced, together with them.
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