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Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry

Author

Listed:
  • Saima Hussain

    (Karachi School of Business and Leadership, Pakistan)

  • Rizwan Raheem Ahmed

    (Indus University, Karachi, Pakistan)

  • Dalia Streimikiene

    (Lithuanian Sports University, Kaunas, Lithuania)

  • Faheem Bukhari

    (Hult International Business School, London, The United Kingdom)

  • Justas Streimikis

    (Lithuanian Centre for Social Sciences, Vilnius, Lithuania and University of Economics and Human Science in Warsaw, Poland)

Abstract

No abstract is available for this item.

Suggested Citation

  • Saima Hussain & Rizwan Raheem Ahmed & Dalia Streimikiene & Faheem Bukhari & Justas Streimikis, 2025. "Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 27(70), pages 1091-1091, August.
    • Handle: RePEc:aes:amfeco:v:27:y:2025:i:70:p:1091
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    File URL: http://www.amfiteatrueconomic.ro/temp/Article_3460.pdf
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    References listed on IDEAS

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    1. Pizzi, Gabriele & Vannucci, Virginia & Aiello, Gaetano, 2020. "Branding in the time of virtual reality: Are virtual store brand perceptions real?," Journal of Business Research, Elsevier, vol. 119(C), pages 502-510.
    2. Candy Lim Chiu & Han-Chiang Ho, 2023. "Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media," SAGE Open, , vol. 13(1), pages 21582440231, March.
    3. Marie Haikel-Elsabeh, 2023. "Virtual influencers versus real influencers advertising in the metaverse, understanding the perceptions, and interactions with users," Post-Print hal-04171089, HAL.
    4. Bassant Eyada, 2023. "Advertising in the Metaverse: Opportunities and Challenges," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 15(1), pages 1-22, July.
    5. Saima Hussain & Sara Qazi & Rizwan Raheem Ahmed & Dalia Streimikiene & Jolita Vveinhardt, 2018. "Employees Management: Evidence from Gamification Techniques," Montenegrin Journal of Economics, Economic Laboratory for Transition Research (ELIT), vol. 14(4), pages 97-107.
    6. Emmanuel Silva Quaye & Cleopatra Taoana & Russell Abratt & Peter Anabila, 2022. "Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 363-382, July.
    7. Gordon W. Cheung & Helena D. Cooper‑Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Correction to: Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 785-787, June.
    8. Rizwan Raheem Ahmed & Dalia Streimikiene & Justas Streimikis & Indre Siksnelyte-Butkiene, 2024. "A comparative analysis of multivariate approaches for data analysis in management sciences," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, vol. 27(1), pages 192-210, March.
    9. Brannon Barhorst, Jennifer & McLean, Graeme & Shah, Esta & Mack, Rhonda, 2021. "Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences," Journal of Business Research, Elsevier, vol. 122(C), pages 423-436.
    10. Gordon W. Cheung & Helena D. Cooper-Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 745-783, June.
    11. Dogan Gursoy & Lu Lu & Robin Nunkoo & Demi Deng, 2023. "Metaverse in services marketing: an overview and future research directions," The Service Industries Journal, Taylor & Francis Journals, vol. 43(15-16), pages 1140-1172, December.
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    More about this item

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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