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Metaverse in marketing and logistics: the state of the art and the path forward

Garry Wei-Han Tan (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (School of Economics and Management, Yunnan Normal University, Kunming, China) (Faculty of Business, Design, and Arts, Swinburne University of Technology–Sarawak Campus, Kuching, Malaysia)
Eugene Cheng-Xi Aw (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia)
Tat-Huei Cham (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (Tashkent State University of Economics, Tashkent, Uzbekistan)
Keng-Boon Ooi (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (Faculty of Business, Design, and Arts, Swinburne University of Technology–Sarawak Campus, Kuching, Malaysia)
Yogesh K. Dwivedi (School of Management, Swansea University, Swansea, UK) (Department of Management, Symbiosis Institute of Business Management, Pune and Symbiosis International, Deemed University, Pune, India)
Ali Abdallah Alalwan (Department of Management and Marketing, College of Business and Economics, Qatar University, Doha, Qatar)
Janarthanan Balakrishnan (Department of Management Studies, National Institute of Technology Tiruchirappalli, Tiruchirappalli, India)
Hing Kai Chan (Nottingham University Business School China, University of Nottingham Ningbo China, Ningbo, China)
Jun-Jie Hew (Faculty of Business and Finance, Universiti Tunku Abdul Rahman–Kampus Perak, Kampar, Malaysia)
Laurie Hughes (School of Management, Swansea University, Swansea, UK)
Varsha Jain (Department of Marketing, MICA, Ahmedabad, India)
Voon Hsien Lee (Faculty of Business and Finance, Universiti Tunku Abdul Rahman–Kampus Perak, Kampar, Malaysia)
Binshan Lin (College of Business, Louisiana State University in Shreveport, Shreveport, Louisiana, USA)
Nripendra P. Rana (Department of Management and Marketing, College of Business and Economics, Qatar University, Doha, Qatar)
Teck Ming Tan (Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Oulu, Finland)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 2 June 2023

Issue publication date: 1 December 2023

2658

Abstract

Purpose

Ever since its emergence, the metaverse has presented opportunities and disruptions to every stakeholder, including individual users and organizations. This article aims to offer valuable perspectives on six identified critical areas that the metaverse could significantly impact: marketing ethics, marketing communication, relationship marketing, retail marketing, supply chain management and transportation management.

Design/methodology/approach

Through a multi-perspective approach, this paper gathers valuable perspectives from various invited contributors to each of the six identified key areas that the metaverse could significantly impact.

Findings

For each key area identified, the invited contributors first share their valuable perspectives by discussing the roles of the metaverse. Subsequently, the invited contributors discuss their views on vital opportunities, challenges and research agenda concerning the metaverse.

Originality/value

With the widespread metaverse, it is expected that each key area identified is likely to undergo significant levels of disruption. Against this backdrop, this paper contributes to the academic literature and industry by gathering different perspectives from invited contributors on the relevance of the metaverse in marketing and logistics domains.

Keywords

Citation

Tan, G.W.-H., Aw, E.C.-X., Cham, T.-H., Ooi, K.-B., Dwivedi, Y.K., Alalwan, A.A., Balakrishnan, J., Chan, H.K., Hew, J.-J., Hughes, L., Jain, V., Lee, V.H., Lin, B., Rana, N.P. and Tan, T.M. (2023), "Metaverse in marketing and logistics: the state of the art and the path forward", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 12, pp. 2932-2946. https://doi.org/10.1108/APJML-01-2023-0078

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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