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September 11, 2025

Marketing Strategies and Tactics in the Metaverse: A Systematic Literature Review and Future Research Agenda

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Authors

MFMohammad Omar FarukSESagor EjarderRJRabeya Jannat

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Overview

Systematic review identifies six categories of marketing tactics in the metaverse, highlighting strategic implications.

Key Points

  • Marketing strategies in the metaverse encompass segmentation, targeting, and positioning to engage consumers effectively.
  • Findings categorize marketing approaches into six major areas including branding and competitive strategies for better market positioning.
  • Analysis based on 68 articles utilized the PRISMA protocol to ensure rigorous literature selection and evaluation.
  • Highlights the evolution of marketing technology and its implications for future research in immersive environments.

Cite This Study

Faruk et al. (2025) studied this question.

synapsesocial.com/papers/68d41734713b0b5dfea63be9https://doi.org/10.47852/bonviewfsi52025719
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