{"id":5204,"date":"2026-09-15T11:01:53","date_gmt":"2026-09-15T11:01:53","guid":{"rendered":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/?p=5204"},"modified":"2026-09-11T11:08:30","modified_gmt":"2026-09-11T11:08:30","slug":"new-book-just-published-rather-and-buhalis-2026-metaverse-marketing-challenges-opportunities-and-fundamental-mechanisms","status":"publish","type":"post","link":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/2026\/09\/15\/new-book-just-published-rather-and-buhalis-2026-metaverse-marketing-challenges-opportunities-and-fundamental-mechanisms\/","title":{"rendered":"NEW BOOK Just Published:\u00a0 Rather and Buhalis, 2026, Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms"},"content":{"rendered":"
NEW BOOK Just Published:\u00a0<\/b><\/span><\/div>\n
\u00a0<\/b><\/span><\/div>\n
Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms<\/b><\/span><\/div>\n
\u00a0<\/b><\/span><\/div>\n
Raouf Ahmad Rather and Dimitrios Buhalis, 2026<\/b><\/span><\/div>\n
\n
Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms<\/b><\/span><\/div>\n
Edward Elgar,\u00a0ISBN: 9781035331253<\/b><\/span><\/div>\n<\/div>\n
https:\/\/www.e-elgar.com\/shop\/gbp\/metaverse-marketing-9781035331253.html<\/a>\u00a0<\/b><\/span><\/div>\n
\u00a0<\/span><\/div>\n
\"\"<\/a><\/div>\n
\u00a0<\/span><\/div>\n
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Contents<\/span><\/span><\/div>\n
\u00a0<\/span><\/span><\/div>\n
Introduction to Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms 1<\/div>\n
Raouf Ahmad Rather and Dimitrios Buhalis<\/div>\n
<\/div>\n
1 Metaverse marketing: challenges, opportunities, and fundamental mechanisms 5<\/div>\n
Raouf Ahmad Rather, Dimitrios Buhalis, Ali Raza, Farhan Mirza and Amir Zaib Abbasi<\/div>\n
<\/div>\n
2 The metaverse and the international digital marketing landscape 23<\/div>\n
Iva Atanassova and Huda Khan<\/div>\n
<\/div>\n
3 Metaverse brand communities: how brands can form communities through engagement in the metaverse 40<\/div>\n
Sara Mahmoud Khater<\/div>\n
<\/div>\n
4 Luxury brands in the metaverse: a review of the literature 57<\/div>\n
Farhan Mirza, Ding Hooi Ting, Amir Zaib Abbasi and Raouf Ahmad Rather<\/div>\n
<\/div>\n
5 Social media in the metaverse marketing era 83<\/div>\n
Hasan Tinmaz and Yunze Liu<\/div>\n
<\/div>\n
6 Sustainable consumption in the metaverse toward a future agenda 104<\/div>\n
Chengyuan Li, Nannan Xi, Jani Holopainen and Juho Hamari<\/div>\n
<\/div>\n
7 Navigating the dark side of the metaverse: understanding the impact of technological stressors on user well-being 134<\/div>\n
Uzma Hasan, Rehan Husain and Shadma Shahid<\/div>\n
<\/div>\n
8 The metaverse for higher education in South Korea: a case of a human anatomy course 156<\/div>\n
Jin Hwa Lee and Hasan Tinmaz<\/div>\n
<\/div>\n
9 The drivers of the metaverse in retailing 177<\/div>\n
Ammara Awan, Baasanjargal Purev, Mohsin Abdur Rehman, Abdul Mannan Rana and Zeeshan Ullah<\/div>\n
<\/div>\n
10 Metaverse marketing: opportunities and challenges for tourism destinations and hospitality service providers 199<\/div>\n
Mustafeed Zaman<\/div>\n
<\/div>\n
11 Conclusion: revisiting metaverse marketing and scope for future research 216<\/div>\n
Raouf Ahmad Rather, Dimitrios Buhalis and Muhammad Faisal Shahzad<\/div>\n<\/div>\n


\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

NEW BOOK Just Published:\u00a0 \u00a0 Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms \u00a0 Raouf Ahmad Rather and Dimitrios Buhalis, 2026 Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms Edward Elgar,\u00a0ISBN: 9781035331253 https:\/\/www.e-elgar.com\/shop\/gbp\/metaverse-marketing-9781035331253.html\u00a0 \u00a0 \u00a0 Contents \u00a0 Introduction to Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms 1 Raouf Ahmad Rather and Dimitrios Buhalis 1 Metaverse marketing: challenges,… Read more » about NEW BOOK Just Published:\u00a0 Rather and Buhalis, 2026, Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms<\/span><\/a><\/p>\n","protected":false},"author":327,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ngg_post_thumbnail":0,"footnotes":""},"categories":[164],"tags":[508,420,499],"class_list":["post-5204","post","type-post","status-publish","format-standard","hentry","category-news","tag-dimitrios-buhalis","tag-marketing","tag-metaverse"],"acf":[],"_links":{"self":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/posts\/5204","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/users\/327"}],"replies":[{"embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/comments?post=5204"}],"version-history":[{"count":1,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/posts\/5204\/revisions"}],"predecessor-version":[{"id":5206,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/posts\/5204\/revisions\/5206"}],"wp:attachment":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/media?parent=5204"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/categories?post=5204"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/tags?post=5204"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}