Metaverse: A Model for Business Marketing

Abstract

The development of the metaverse has resulted in a noticeable advancement in the use of technology in commercial business marketing. Using the metaverse model, this study investigates how views on the use of technology and its acceptability affect the corporate business marketing. As a theoretical framework, this study investigates how favorable attitudes and acceptance of technology in Pakistan affect the adoption and efficacy of the metaverse-based marketing techniques, using the Technology adoption Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). The data was collected through questionnaire marketing experts in a range of business marketing. The results show that adopting metaverse marketing techniques improves consumer engagement and corporate performance in business marketing which is greatly facilitated by having a favorable attitude towards the technology in turn. The study focused on how important organizational support and user training are in creating a climate that is favorable to the technology adoption in business marketing. These findings of the study offer insightful information to companies looking to use the metaverse for marketing.