The metaverse is an immersive digital world that combines augmented reality (AR) and virtual reality (VR) to allow people to interact online as if they were in the physical world. While everything in the metaverse doesn’t exist in the physical world, it still offers unique opportunities for customers to experience your brand. The metaverse is free from physical limitations, presenting a novel opportunity for brands. Just as e-commerce revolutionized the way people shop, so could the metaverse. And by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce, brands can use it to enrich their consumers' shopping experiences. To be successful, brands must quickly learn from mistakes and build on successful campaigns to stand out. The metaverse is data-driven, and marketers can use this in creating their growth strategies. Because growth marketing involves continuous experimentation and testing, brands can use this virtual world as their stomping ground to analyze their various marketing campaigns and observe consumer behavior.

Influencer Marketing Applications Within the Metaverse explores how enterprises experimenting with the metaverse can connect, engage with, and incentivize human and machine customers to create new value exchanges, revenue streams, and markets. The book examines how brands can enrich their consumers’ shopping experiences by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce. Covering topics such as augmented and virtual reality, customer experience, and gamification, this book is ideal for marketing practitioners, researchers, undergraduate and postgraduate students, non-government and government organizations, and more.

Coverage:

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

Augmented and Virtual Reality
Branding
Customer Engagement
Customer Experience
Digital Marketing
Gamification
Influencer Marketing
Marketing
Metaverse
Social Media
Social Media Analytics
Virtual Influencers

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Editor/Author Biographies

Rohit Bansal is working as Associate Professor in Department of Management Studies in Vaish College of Engineering, Rohtak. He is a perseverant, passionate academician cum seasoned professional. He obtained Ph.D. in Management from Maharshi Dayanand University, Rohtak. With a rich experience of 15 years, he has achieved growth through robust and proactive academic initiatives. He has authored & edited 25 books with renowned national & international publishers including IGI Global USA, Scrivener-Wiley Publishing, De Gruyter, Weser Books, Scholar’s Press, Germany etc. In addition to, Dr. Rohit has published 140 research papers and chapters in journals of repute including Scopus indexed as well as edited books. He has also presented papers in 50 conferences and seminars. His area of interest includes marketing management, organizational behaviour, services marketing, customer engagement, digital marketing, human resource management and organizational development. He is on Editorial Advisory Board as a member in 125 national and international peer reviewed journals. He has acted as session chair in many international conferences.

Sikandar Ali Qalati is a motivated Assistant Professor with excellent educational credentials and hands-on experience in activities/event management, education, and research field. Skilled at performing quality control and managing several projects, while meeting deadlines under pressure. Creates, develops, and fine-tunes various experimental study designs. Demonstrate excellent problem-solving skills with a keen eye for details; collaborate with faculty and students across different departments to conduct interdisciplinary research. Superb facilitator thrives in making maximum use of managerial, interpersonal, communication, presentation, and persuasive abilities, to conduct training programs and organize high-end professional courses.

Aziza Chakir is a Senior Lecturer, Keynote Speaker and currently serves as a HDR professor at the Faculty of Law, Economics and Social Sciences, Hassan II University in Casablanca , Morocco. Her research interests include in the area of Computer Engineering, Information Systems, Digital culture, Software Engineering, Knowledge Transfer Technology, IT Governance, Cloud Computing, Suitable Development (Green IT..), Machine Learning, Big Data, Data mining. She is currently working on many projects such as "Green computing" and "Ecological frameworks". Her disciplines include Architectural Engineering Information Technology, Politics Information Systems (Business Informatics) and Artificial Intelligence Distributed Computing. Her skills and expertise fall into the fields of Risk Management, Business Intelligence, IT Governance, Corporate Governance, Information Technology, Cloud Computing, and E-Government.

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