Metaverse Designed Marketing in South Korea - The Role of Self-Efficacy and Social Norms

Abstract

The marketing environment is going through huge change due to the introduction of metaverse technology. New platforms and tools are being introduced for better customer interaction expecting the achievement of efficiency and effectiveness. The marketing sector is encountering considerable obstacles in implementing metaverse technology, impeding the possibility of upgraded consumer interaction and immersive experiences. To tackle this problem, this study looks at what stimulates marketers' acceptance of metaverse technology and finds ways to contract beyond adoption hurdles. This study scrutinized the roles of self-efficacy and social norms in marketing performance. This study used a questionnaire created to evaluate the roles of self-efficacy and social norms in marketing performance. A questionnaire was distributed among the respondents which was based on an online survey to 1000 marketing professionals of online businesses in South Korea to gather data. 401 valid responses were received and used in data analysis. The survey made this research significant, which helped us gather information on the variable quantity affecting marketers' use of metaverse technology. It was observed that both self-efficacy and social norms have valuable importance for marketing performance while using metaverse interventions.