Metaverse as Environment for Marketing Communication

Today, technology is evolving every day and the world is being introduced to new innovations that are expected to develop differently in the real world. The aim of the research is based on the theoretical knowledge about the metaverse, to investigate and identify the possibilities of use in marketing communication in order to develop conclusions and provide proposals to companies for developing understanding of the metaverse in the marketing context. The researched problem is the metaverse as the need to learn about the possibilities of the marketing implementation environment, based on the fact that it is a relatively new and unexplored technology, therefore, complete information about the possibilities of use in marketing and the challenges associated with it has not been collected. Research hypothesis: the use of metaverse in marketing communication is hindered by the lack of consumer knowledge and the need for technological development. The results obtained in the study show the lack of current consumer knowledge regarding the nature of the metaverse, but determine the potential of innovative marketing and the effectiveness of the metaverse as a marketing communication environment, providing new experiences and consumer involvement.