KOREASCHOLAR

FASHION BRANDS IN THE METAVERSE: BRAND MARKETING AND CONSUMER ENGAGEMENT INITIATIVES

Patricia SanMiguel, Narmin Sayeed, Teresa Sádaba
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422968
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.958-962
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Fashion companies develop initiatives in the Metaverse, especially through Gamification, Non-Fungible Tokens or Shopping experience. Through a Systematic Literature Review in Metaverse and Fashion Communication and Systematic Content analysis in Vogue Business and The Business of Fashion we highlight the best actions in the metaverse and their future application.

Keyword
MetaverseFashionDigital marketingWeb3NFTGamification
Author
  • Patricia SanMiguel(ISEM Fashion Business School - University of Navarra, Spain)
  • Narmin Sayeed(USI Università della Svizzera Italiana, Switzerland)
  • Teresa Sádaba(Spain, ISEM Fashion Business School - University of Navarra, Spain)