Stručni rad
TRANSFORMATION OF THE USER EXPERIENCE THROUGH MARKETING ACTIVITIES IN THE METAVERSE
Magdalena Kuštelega
orcid.org/0009-0006-0381-8125
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Sažetak
Today's business environment faces companies with numerous challenges in retaining existing customers and attracting new ones, while simultaneously encouraging interaction and their engagement. One potential solution to these challenges is the metaverse, an imagined virtual space that merges the physical and digital worlds. Consumers can freely explore and communicate within a three-dimensional environment through digital avatars, utilizing technologies such as virtual, augmented, and extended reality. The metaverse, regarded as the next stage of internet development known as Web 3.0, constitutes a persistent and decentralized network of virtual worlds that fosters social, economic, and creative activities among consumers within virtual communities, facilitating the purchasing decision-making process. This paper examines how and to what extent marketing activities within the metaverse can transform the user experience. Since the metaverse offers personalized and multisensory interactions with products and brands in virtual stores and various events, such marketing activities can significantly enhance user engagement and loyalty. Despite numerous advantages, challenges in user data security, privacy, and accessibility require robust legal and technical frameworks to ensure sustainable metaverse development.
Ključne riječi
metaverse marketing; user experience; transformation; consumer engagement; consumer loyalty
Hrčak ID:
345739
URI
Datum izdavanja:
23.3.2026.
Posjeta: 312 *