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Into the Metaverse: Technological Advances Shaping the Future of Consumer and Retail Marketing

Shahriar, Hossain LU (2023) p.55-75
Abstract
This chapter explores how technological advances can shape our future consumption, marketing, and society. Using a McLuhanian theoretical lens, and the metaverse as an illustrative example of emerging technological development, the chapter unpacks the marketing and socio-political implications of technological advances. It delves into how brands have been using the current rendition of the metaverse to shape consumption, expanding our understanding of marketing in the metaverse. Taking stock of these examples, which point toward a mixed reality future, the chapter concisely highlights how marketers can navigate such a hybrid phygital future. The chapter ends by asking readers to consider the socio-cultural and politico-legal implications... (More)
This chapter explores how technological advances can shape our future consumption, marketing, and society. Using a McLuhanian theoretical lens, and the metaverse as an illustrative example of emerging technological development, the chapter unpacks the marketing and socio-political implications of technological advances. It delves into how brands have been using the current rendition of the metaverse to shape consumption, expanding our understanding of marketing in the metaverse. Taking stock of these examples, which point toward a mixed reality future, the chapter concisely highlights how marketers can navigate such a hybrid phygital future. The chapter ends by asking readers to consider the socio-cultural and politico-legal implications of the technological advances shaping our future. A techno-political matrix is presented that envisions alternative future scenarios that can help us both understand the implications of technological advances and anticipate potential future changes. The chapter enriches the research frontiers of digital marketing and retail. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
host publication
The Future of Consumption : How Technology, Sustainability and Wellbeing will Transform Retail and Customer Experience - How Technology, Sustainability and Wellbeing will Transform Retail and Customer Experience
editor
Bäckström, Kristina ; Egan-Wyer, Carys and Samsioe, Emma
pages
55 - 75
publisher
Palgrave Macmillan
ISBN
978-3-031-33246-3
978-3-031-33245-6
DOI
10.1007/978-3-031-33246-3_4
language
English
LU publication?
yes
id
2f4580b4-471c-4b76-96b3-cbf03d03338b
date added to LUP
2023-10-09 12:36:42
date last changed
2023-10-11 16:21:16
@inbook{2f4580b4-471c-4b76-96b3-cbf03d03338b,
  abstract     = {{This chapter explores how technological advances can shape our future consumption, marketing, and society. Using a McLuhanian theoretical lens, and the metaverse as an illustrative example of emerging technological development, the chapter unpacks the marketing and socio-political implications of technological advances. It delves into how brands have been using the current rendition of the metaverse to shape consumption, expanding our understanding of marketing in the metaverse. Taking stock of these examples, which point toward a mixed reality future, the chapter concisely highlights how marketers can navigate such a hybrid phygital future. The chapter ends by asking readers to consider the socio-cultural and politico-legal implications of the technological advances shaping our future. A techno-political matrix is presented that envisions alternative future scenarios that can help us both understand the implications of technological advances and anticipate potential future changes. The chapter enriches the research frontiers of digital marketing and retail.}},
  author       = {{Shahriar, Hossain}},
  booktitle    = {{The Future of Consumption : How Technology, Sustainability and Wellbeing will Transform Retail and Customer Experience}},
  editor       = {{Bäckström, Kristina and Egan-Wyer, Carys and Samsioe, Emma}},
  isbn         = {{978-3-031-33246-3}},
  language     = {{eng}},
  month        = {{10}},
  pages        = {{55--75}},
  publisher    = {{Palgrave Macmillan}},
  title        = {{Into the Metaverse: Technological Advances Shaping the Future of Consumer and Retail Marketing}},
  url          = {{http://dx.doi.org/10.1007/978-3-031-33246-3_4}},
  doi          = {{10.1007/978-3-031-33246-3_4}},
  year         = {{2023}},
}