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METAVERSE MARKETING: CONCEPTUAL FOUNDATIONS AND A RESEARCH AGENDA FOR BRAND PRESENCE, COMMUNITY, AND COMMERCE Subekti; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

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Abstract

This article examines the conceptual foundations of metaverse marketing and proposes a research agenda centered on three core dimensions: brand presence, community, and commerce. As immersive technologies such as virtual reality, augmented reality, blockchain, and artificial intelligence converge, the metaverse is emerging as a transformative environment for marketing practice. Drawing on a narrative literature review across marketing, technology, and consumer behavior, this study highlights the shift from traditional digital marketing toward interactive, experiential, and participatory engagement. The findings emphasize that effective brand presence in the metaverse requires immersive experiences and virtual storytelling, while community plays a critical role in fostering social interaction, co-creation, and brand advocacy. Commerce introduces new opportunities for value creation through virtual goods, digital assets, and decentralized transactions enabled by blockchain technologies. The article proposes a conceptual framework that integrates these three pillars and identifies key interaction mechanisms, including co-creation, engagement, and transactions, which drive outcomes such as brand equity, loyalty, and economic value. Additionally, moderating factors such as technology adoption, consumer motivations, and platform trust are discussed. The study contributes by offering a holistic framework and outlining future research directions for understanding and leveraging metaverse marketing.
Co-Authors AA Sudharmawan, AA ABDUL HAMID Agung Prabowo, Pidie Agus saputra Ahmad Nurul Azhar Al Adhim Aini Wahyu Ningtyas, Baqiya Amrin Rapi Amsori, Rachmad Anggun Puji Lestari Ardyan, Nafid Dwi Astuti, Anna Kartika Yuli Basri, Moh. Hasan Bhakti, Zikri Amal Dimas Triananda Aji Pamungkas Dudik Djaja Sidarta Dudik S Dwi Haryanti Eka Purnama Elis Rosidah Erlangga Dwi Saputra Erlin Nur Setiobekti Ernu Widodo Ernu Widodo, Ernu Farida Farida Hadawiyah, Robiatul Handayati, Nur Hari Wijaya, Galih Hartanto, Abdillah Yoga Setya Hartoyo Heru Herlambang Alie Hidayat, Toriqul Indah Permata Sari Ismail, Heriadi ITOK DWI KURNIAWAN Jiwangga, Asa Prayoga Lukmanul Hakim M Syahrul Borman Meity Suryandari Miftachul Mujadi Milky, Faris Jamal Mirza Anindya Pangestika Mochamad Saidiman Mohammad Wendy Harmansyah Muhamad Rudi Wijaya Muhammad Gus Nur Wahid Muhammad Satya Nugroho Muhammad Yustino Ariwibawa Ninuk Nur Handayati Nur Indah Oktavian Brian Firmansyah Pangestika, Mirza Anindya Patnah Wati Pujawati, Dyah Ayu Putri Handayani Rinandita Wikansari Rosari, Kristin Gaby Setiawan, Gilang Shalasa, Idham Malik Sidarta, Dudik Djaja Sidarta, Dudik Djaya Siregar, Maryadi Tirtana Siti Marwiyah Slamet SOBIRIN Soekorini, Noenik Sri Astutik SRI ASTUTIK Sri Sumarni Sri, Astutik Subiantoro, Dodik Sugianto Suyono, Yoyok Ucuk Syahrul Borman Tabrani Tasane, Stefani Ivonne Tibrani Titie Solihati, Ade Titik Indrawati Tixatmojo, Muhammad Annam Arroffi Ucuk, Yoyok Wahyu Prawesthi, Wahyu Wangka, Adolf Wicaksono, Suryawan Widoyono Wiranata, Ganda Arisandi Wirawan, I Putu Edi Wiyono, Adrianto Sugiarto Wiyono, Putut Yevy Yanawati Yevy Yomitami, Sela Ayu Yudha Yuliarti, Ely Zakaria, Riana Zamroh, Alifatul Renawati Zulaikha