The term Metaverse was first coined by Neal Stephenson in his 1992 novel Snow Crash, describing a three-dimensional, networked virtual world where people interact as avatars. In contemporary discourse, the metaverse has evolved beyond fiction to represent the next stage of the internet’s development—a convergence of Extended Reality (XR), Artificial Intelligence (AI), blockchain, and Web3 technologies. Unlike traditional digital platforms, which are two-dimensional and separate from physical reality, the metaverse seeks to create immersive, persistent spaces where the digital and physical coexist. From a Contemporary Marketing Management perspective, the metaverse extends the evolution of digital ecosystems from transactional interaction to experiential cohabitation. It reflects a paradigm shift: from online presence to digital embodiment, where people and organizations exist, act, and generate value in real time across interconnected virtual environments.

The Metaverse is not a single platform but a network of interoperable virtual worlds where users can interact, create, and exchange assets and experiences through avatars and digital identities.

It combines multiple enabling technologies—3D graphics, spatial computing, virtual and augmented reality (VR/AR), blockchain, and decentralized infrastructures—to support economic, social, and cultural ecosystems that function continuously and collectively.

In marketing and management, the metaverse introduces a new frontier of experiential and participatory strategy:

1. Immersive Brand Experiences – companies can build virtual environments where users explore products, participate in events, or co-create designs.

2. Virtual Commerce (v-commerce) – the metaverse allows the buying and selling of both physical and digital goods, integrating e-commerce with 3D interactivity.

3. Community and Identity – brands become cultural spaces where consumers express themselves and connect through shared values.

4. Data and Ethics – interactions within immersive spaces generate behavioral and biometric data, demanding new ethical and privacy standards.

Within Contemporary Marketing Management, the metaverse is interpreted not as a trend but as a transformative medium—a space where communication, creativity, and commerce converge.

It extends the logic of Digital Transformation into an era of continuous presence, redefining how organizations build relationships and meaning through technology.

Brands like Nike, Gucci, and BMW have created immersive environments in platforms such as Roblox, Decentraland, and Horizon Worlds, allowing users to interact with virtual products, attend branded events, or customize digital avatars. In education and professional training, companies use metaverse environments for virtual classrooms, collaborative design, and remote simulation, enhancing engagement and knowledge retention.