Beyond Reality: An Integrative Theoretical Framework for Influence Marketing in the Metaverse

Abstract

This study presents a theoretical model to dissect influence marketing within the metaverse, a burgeoning digital realm revolutionizing consumer-brand dynamics. Addressing the metaverse’s rapid expansion and AI’s role, it scrutinizes the impact of metahumans and virtual influencers on marketing strategies. The framework delves into influence mechanisms, interaction dynamics, and their influence on consumer engagement and brand perception, applying communication, social psychology, and media studies theories to the metaverse’s unique milieu. It investigates how immersion, presence, and interactivity affect marketing success, emphasizing the significance of authenticity and AI-enabled personalization in forging strong consumer-influencer bonds. This research enhances understanding of metaverse marketing, providing insights for strategists and suggesting avenues for future inquiry. By merging AI, metahumans, and virtual influencers in its analysis, the paper sheds light on influence marketing’s future directions, underlining the interplay between technology, societal trends, and consumer behavior, and signifying an advance in marketing strategies for the digital age.