Purpose

This study aims to answer two significant questions: What are the relative consumer and firm-level effects of marketing through metaverse compared to conventional marketing endeavours? What are the current trends in utilizing the metaverse as reported in the recent literature?

Design/methodology/approach

This study uses a systematic literature review methodology, using a Preferred Reporting Items for Systematic Reviews and Meta-Analyses flowchart to synthesize existing research. A total of 35 articles written in English were selected and analysed from two databases, Web of Science and EBSCO Host.

Findings

The findings indicate that consumer-level effects of the metaverse include consumer loyalty and brand attachment. The firm-level benefits are decentralization and cost reductions. The paper proposes a framework indicating variables that could attenuate or enhance the association between immersive components of the metaverse and their resultant effects.

Originality/value

This study contributes to understanding the role of metaverse in marketing practices related to the marketing mix components. The study conceptualizes a novel framework for the metaverse and its resultant effects.

中文翻译：

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超越现实的营销：元宇宙的系统文献综述

目的

本研究旨在回答两个重要问题：与传统营销活动相比，元宇宙营销对消费者和企业层面的相对影响是什么？最近文献报道的虚拟宇宙的利用趋势是什么？

设计/方法论/途径

本研究采用系统文献综述方法，使用系统综述和荟萃分析流程图的首选报告项目来综合现有研究。从 Web of Science 和 EBSCO Host 两个数据库中总共选择并分析了 35 篇英文文章。

发现

研究结果表明，元宇宙对消费者层面的影响包括消费者忠诚度和品牌依恋。公司层面的好处是权力下放和成本降低。该论文提出了一个框架，指示可以减弱或增强虚拟世界的沉浸式组件与其所产生的影响之间的关联的变量。

原创性/价值

这项研究有助于理解元宇宙在与营销组合组件相关的营销实践中的作用。该研究为虚拟宇宙及其产生的影响提出了一个新颖的框架。