Understanding the potentialities of metaverse for marketers. Insights from Italy

The current study presents an empirical analysis of the metaverse, contributing to the initial literature on this topic. Specifically, the research examines the implications and potential of the metaverse for both consumers and firms by investigating its impact on marketing opportunities. The research aim is achieved through a qualitative analysis. A case study approach was used to explore the practical opportunities related to using theMetaverse servicescape as a marketing enabler. Main results reveal the metaverse as an evolution of technologies (metatech) and the evolution of the experience environment (metascape). It also enriches the existing literature by offering an in-depth qualitative study in a context where scholars have mostly applied conceptual methods. Moreover, it proposes theoretical and practical implications that advance knowledge of the subject and offer ideas for future research and managers.