Ramadan Zahy
Lebanese American University, PO Box: 13-5053, 1102 2801 Chouran, Beirut, Lebanon.
Virtual Real. 2023 Mar 17:1-14. doi: 10.1007/s10055-023-00783-2.
The development pace of digital socialization has accelerated drastically in the past decade, especially with the COVID-19 pandemic. Through that continuing digital shift, the idea of the metaverse, a virtual parallel world that can digitally replicate people's lives, is developing fast through Meta's (previously known as Facebook) announcement in October 2021 that it will dedicate sizeable investments in it. While the metaverse provides immense opportunities to brands, the primary concern will be on how integrate it with current media and retail channels, whether they are offline or online. Accordingly, using an exploratory qualitative approach, this study examined the potential strategic channel-based marketing routes that companies would face in the presence of the metaverse. The findings show that the route to market will become much more complex given the metaverse's own platform setup. Strategic multichannel and omnichannel routes are examined through a proposed framework that takes into consideration the expected evolution of the metaverse platform.
在过去十年中，数字社交化的发展步伐急剧加快，尤其是在新冠疫情期间。通过这一持续的数字转变，元宇宙的概念正在迅速发展。元宇宙是一个虚拟的平行世界，可以数字方式复制人们的生活，这一概念因Meta（前身为Facebook）在2021年10月宣布将对其进行大规模投资而备受关注。虽然元宇宙为品牌提供了巨大机遇，但主要问题将是如何将其与当前的媒体和零售渠道（无论是线下还是线上）整合。因此，本研究采用探索性定性方法，考察了在元宇宙出现的情况下公司可能面临的基于战略渠道的营销路径。研究结果表明，鉴于元宇宙自身的平台设置，进入市场的路径将变得更加复杂。通过一个考虑到元宇宙平台预期发展的框架，对战略多渠道和全渠道路径进行了研究。
