Metaverse Marketing

Edited by Raouf Ahmad Rather, Center for Finance and Digital Economy, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia and Dimitrios Buhalis, Director of the International Centre for Tourism and Hospitality Research, Bournemouth University Business School, UK

• ContentsIntroduction to Metaverse Marketing: Challenges, Opportunities,and Fundamental Mechanisms 1Raouf Ahmad Rather and Dimitrios Buhalis1 Metaverse marketing: challenges, opportunities, andfundamental mechanisms 5Raouf Ahmad Rather, Dimitrios Buhalis, Ali Raza, FarhanMirza and Amir Zaib Abbasi2 The metaverse and the international digital marketinglandscape 23Iva Atanassova and Huda Khan3 Metaverse brand communities: how brands can formcommunities through engagement in the metaverse 40Sara Mahmoud Khater4 Luxury brands in the metaverse: a review of the literature 57Farhan Mirza, Ding Hooi Ting, Amir Zaib Abbasi and RaoufAhmad Rather5 Social media in the metaverse marketing era 83Hasan Tinmaz and Yunze Liu6 Sustainable consumption in the metaverse toward a futureagenda 104Chengyuan Li, Nannan Xi, Jani Holopainen and Juho Hamari7 Navigating the dark side of the metaverse: understanding theimpact of technological stressors on user well-being 134Uzma Hasan, Rehan Husain and Shadma Shahid8 The metaverse for higher education in South Korea: a case ofa human anatomy course 156Jin Hwa Lee and Hasan Tinmaz9 The drivers of the metaverse in retailing 177Ammara Awan, Baasanjargal Purev, Mohsin Abdur Rehman,Abdul Mannan Rana and Zeeshan Ullah10 Metaverse marketing: opportunities and challenges fortourism destinations and hospitality service providers 199Mustafeed Zaman11 Conclusion: revisiting metaverse marketing and scope forfuture research 216Raouf Ahmad Rather, Dimitrios Buhalis and MuhammadFaisal Shahzad

‘This book offers a compelling synthesis of theory, technology, and practice in metaverse marketing. By integrating AI, AR, VR, and blockchain with global insights and real-world cases, it equips scholars and practitioners to understand, innovate, and lead in immersive digital economies.’