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Influencer Marketing in the Age of Metaverse

Book Chapter

Authors: Anuradha Yadav; Vijaya Kittu Manda; Mallikharjuna Rao Jitta

DOI: http://doi.org/10.4018/979-8-3693-4167-4.ch008

Book Name: Consumer Experience and Decision-Making in the Metaverse

ISBN: ISBN13: 9798369341674|ISBN13 Softcover: 9798369349069|EISBN13: 9798369341681

Publisher: IGI Global

Editor(s): Theodore Tarnanidis

Book Chapter Number: 8

Publication Date: June 26, 2023

Pages: 130 to 157

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: The metaverse is an emerging virtual frontier that is becoming a new marketing channel for brands to showcase their products and services. Brands can now use the services of influencers (both human and virtual) to influence consumer decisions. The metaverse and other new-generation Web 3.0 technologies are used in marketing campaigns to take advantage of immersive and augmented reality environments. Influencers use strategies different from traditional e-commerce, B2B, and social media marketing. Virtual showrooms, events, and product launches engage with consumers to co-create products and give a memorable consumer experience. The metaverse provides opportunities for community building and user-generated content that is more social proof. As technologies improve, influencers get more engaged in the metaverse. Measuring and evaluating influencer campaigns, ethical considerations, legal and regulatory frameworks, and long-term implications of influencer campaigns are some areas of future study.

Keywords: Virtual Influencers, Augmented Reality, Avatars, Extended Reality, Second Life, Virtual Reality, Virtual World, Social Media Influencer, Avatar Marketing, User Generated Content, Virtual Events

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