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

1
Araujo, Edna Torres
Araujo, Edna Torres
2
Igor de Jesus Lobato Pompeu Gammarano
Igor de Jesus Lobato Pompeu Gammarano
3
Ronny Luis Sousa Oliveira
Ronny Luis Sousa Oliveira
4
Fabrício Noura Gomes
Fabrício Noura Gomes
5
Michel Zahn Araújo
Michel Zahn Araújo
6
Daiana Ransan Martins
Daiana Ransan Martins
7
Kiânya Granhem Imbiriba
Kiânya Granhem Imbiriba

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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.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for this article.

Araujo, Edna Torres. 2026. \u201cBeyond Reality: An Integrative Theoretical Framework for Influence Marketing in the Metaverse\u201d. Global Journal of Human-Social Science - H: Interdisciplinary GJHSS-H Volume 24 (GJHSS Volume 24 Issue H1): .

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Innovative model for influence marketing in Metaverse.
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GJHSS Volume 24 Issue H1
Pg. 39- 58
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Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

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March 18, 2024

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English

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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.

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

Igor de Jesus Lobato Pompeu Gammarano
Igor de Jesus Lobato Pompeu Gammarano
Ronny Luis Sousa Oliveira
Ronny Luis Sousa Oliveira
Fabrício Noura Gomes
Fabrício Noura Gomes
Michel Zahn Araújo
Michel Zahn Araújo
Daiana Ransan Martins
Daiana Ransan Martins
Kiânya Granhem Imbiriba
Kiânya Granhem Imbiriba

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