NEW BOOK Just Published:
Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms
Raouf Ahmad Rather and Dimitrios Buhalis, 2026
Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms
Edward Elgar, ISBN: 9781035331253
Contents
Introduction to Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms 1
Raouf Ahmad Rather and Dimitrios Buhalis
1 Metaverse marketing: challenges, opportunities, and fundamental mechanisms 5
Raouf Ahmad Rather, Dimitrios Buhalis, Ali Raza, Farhan Mirza and Amir Zaib Abbasi
2 The metaverse and the international digital marketing landscape 23
Iva Atanassova and Huda Khan
3 Metaverse brand communities: how brands can form communities through engagement in the metaverse 40
Sara Mahmoud Khater
4 Luxury brands in the metaverse: a review of the literature 57
Farhan Mirza, Ding Hooi Ting, Amir Zaib Abbasi and Raouf Ahmad Rather
5 Social media in the metaverse marketing era 83
Hasan Tinmaz and Yunze Liu
6 Sustainable consumption in the metaverse toward a future agenda 104
Chengyuan Li, Nannan Xi, Jani Holopainen and Juho Hamari
7 Navigating the dark side of the metaverse: understanding the impact of technological stressors on user well-being 134
Uzma Hasan, Rehan Husain and Shadma Shahid
8 The metaverse for higher education in South Korea: a case of a human anatomy course 156
Jin Hwa Lee and Hasan Tinmaz
9 The drivers of the metaverse in retailing 177
Ammara Awan, Baasanjargal Purev, Mohsin Abdur Rehman, Abdul Mannan Rana and Zeeshan Ullah
10 Metaverse marketing: opportunities and challenges for tourism destinations and hospitality service providers 199
Mustafeed Zaman
11 Conclusion: revisiting metaverse marketing and scope for future research 216
Raouf Ahmad Rather, Dimitrios Buhalis and Muhammad Faisal Shahzad