Applications of Neuromarketing in the Metaverse

Applications of Neuromarketing in the Metaverse

Indexed In: SCOPUS
Release Date: May, 2023|Copyright: © 2023 |Pages: 338
DOI: 10.4018/978-1-6684-8150-9
ISBN13: 9781668481509|ISBN10: 1668481502|ISBN13 Softcover: 9781668481516|EISBN13: 9781668481523
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Description & Coverage
Description:

The metaverse is opening new avenues of opportunities for product manufacturers as well as service providers; due to this, further study on the scope and challenges that the application of neuromarketing in virtual worlds faces across different disciplines and business segments is required. The immense growth potential currently untapped in the metaverse domain can be taken to a different level altogether with the help of neuromarketing applications.

Applications of Neuromarketing in the Metaverse discusses brand positioning among the target market in the virtual world through the application of neuromarketing principles and techniques. The book also explores consumer behavior and decodes their physiological and psychological responses in the metaverse domain with the help of tools and technologies used in neuromarketing. Covering key topics such as media, virtual reality, and branding, this premier reference source is ideal for industry professionals, marketers, business owners, managers, researchers, academicians, scholars, practitioners, instructors, and students.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Augmented Reality
  • Branding
  • Business Growth
  • Digital Commerce
  • Digital World
  • Gaming
  • Media
  • Metaverse
  • Neuromarketing
  • Strategic Communication
  • Virtual Reality
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Editor/Author Biographies
Monika Gupta joined Chitkara University as Associate Professor in November 2021. She is Ph.D. (Management), MBA (Marketing), UGC-NET (Management), B.Sc. (General), B.Ed. with about thirteen years of academic experience and four years of corporate experience. She has five papers publications in SCOPUS, one paper in ABDC ‘C’ Listed journal and one book review in ABDC Listed journal (out of thirty nine papers in national and international journals of repute). She is Editorial Board Member of International Journal of Economics and Financial Issues (IJEFI), ABDC ‘C’ Listed journal. She received Cash honorarium from AIMA for paper publication. She remained actively involved in organizing National and International Conferences. She has attended more than twenty National and International Conferences. She also served as HOD (MBA, BBA) for three years. Her areas of interest are Marketing Management, Sales and Retail Management, Consumer Behavior, Integrated Marketing Communications, Services Marketing, Consumer Relationship Management, Strategic Management and Management Fundamentals.
Kumar Shalender is a Post-Doctoral Fellow of the Global Institute of Flexible Systems Management and a Doctor of Philosophy in Strategic Management. He has more than 14-year experience in the domain of Business Policy, Strategic Management, and Business Model Development and a total of 70 Publications including presentations at international/national conferences and book chapters to his credit. His current research areas include the field of Metaverse, Blockchain Technology, and Sustainable Development with a special focus on sustainable cities and mobility ecosystems in India.

Babita Singla is a professor at Chitkara Business School, Chitkara University, Punjab, India. She has a Ph.D. in management and is UGC-NET qualified. She has over 13 years of experience in teaching, research, and administration. Her areas of expertise are marketing, e-commerce, omnichannel, and retail. In her career, she has been involved in important academic and research assignments such as being the guest editor of a reputed journal, organizing and conducting international and national-level conferences and faculty development programs, and providing guidance for research projects. She has research publications in reputable international and national journals such as Scopus, SCI, etc., and has presented research papers at various national and international conferences. In the short span of 13 years of her career in academia and administration, she has authored and edited several books on retailing, supply chain management, branding, customer relationship management, and product management, covering the course content of various universities nationwide. She has successfully delivered guest sessions at international and national universities.

Nripendra Singh is a Fulbright Fellow, which is a flagship program of the United States Department of State, Bureau of Educational and Cultural Affairs under the Council for International Exchange of Scholars. He completed research at The Pennsylvania State University. As visiting research scholar, Dr. Singh has been involved with various renowned institutions such as University of California at Berkley and Technology University, Hoboken, New Jersey. He is a post-doc fellow of the Global Institute of Flexible Systems & Technology, under the aegis of Indian Institute of Technology (IIT), Delhi (India). He earned two doctorate degrees, first from University of Lucknow (India) in Business Administration and second from Iowa State University, Ames-Iowa, He has two MBA degrees in Marketing Management and Computer Management from University of Pune (India). As a certified professional, he completed Preparing Future Faculty program from the Center for Excellence in Learning and Teaching at Iowa State University, Ames, IA. He is also a Campus-2-Capitol Fellow of Bard College-New York.
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