Research Article
Marketing in Era of Metaverse
@INPROCEEDINGS{10.4108/eai.19-12-2025.2366184, author={Rini Rini and Dhipesh Komal Saini and Sehajpreet Singh Boparai and Robinpreet Singh and Jagandeep Singh Paul}, title={Marketing in Era of Metaverse}, proceedings={Proceedings of the 1st International Conference on Computational Techniques in Data Science, IICTDS 2025, 19-20 December 2025, Chandigarh, India}, publisher={EAI}, proceedings_a={IICTDS}, year={2026}, month={11}, keywords={Metaverse Augmented Reality (AR) Virtual Reality (VR) Mixed Reality (MR) Consumer Psychology Digital Behaviour and Technological Innovation}, doi={10.4108/eai.19-12-2025.2366184} }- Rini Rini
Dhipesh Komal Saini
Sehajpreet Singh Boparai
Robinpreet Singh
Jagandeep Singh Paul
Year: 2026
Marketing in Era of Metaverse
IICTDS
EAI
DOI: 10.4108/eai.19-12-2025.2366184
Abstract
Metaverse a digital platform that combines the virtual and physical worlds with advancement in technologies such as Mixed Reality (MR), Augmented Reality (AR), and Virtual Reality (VR). The development of metaverse achieved significant steps from just an idea to an interactive and immersive platform enhancing customer interactions and online brand engagement with the help of huge investment done in this sector by multinational organisations like Meta. This research paper investigates the immersive, influencing, and interactive experiences brand uses to shape user perception and motivation. The combination of consumer psychology and digital innovation used to make experimental, emotional, and engaging campaigns that can redefine the brand marketing and marketing in metaverse. Finally, marketing in metaverse is built on co-creation, where consumers can actively indulge in building the brand meaning with the virtual worlds rather than just being a passive reader like in traditional methods.