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Metaverse and B2B marketing: untapped research opportunities

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  • Bakeshloo, Khashayar Afshar
  • Agnihotri, Raj
  • Mohammadzadeh, Mohammad

Abstract

Organizations increasingly use the metaverse to connect with their customers. Yet, despite the growing interest in this hyper-connected environment, the peculiarities and promises of this technological phenomenon have received little attention in B2B marketing literature. What are the metaverse technologies, and how can B2B organizations utilize them to achieve desired performance outcomes? Building on a systematic literature review, this research explores the realm of the metaverse and identifies its potential impacts on B2B marketing. The findings reveal five research dimensions of the influence of the metaverse. Further, taking a resource-based view (RBV), this study offers insight into the relationship between these dimensions and how they can create competitive advantage. This study presents and discusses several research gaps and questions to guide future research examining the link between the metaverse and service and sales outcomes.

Suggested Citation

  • Bakeshloo, Khashayar Afshar & Agnihotri, Raj & Mohammadzadeh, Mohammad, 2025. "Metaverse and B2B marketing: untapped research opportunities," Journal of Business Research, Elsevier, vol. 200(C).
    • Handle: RePEc:eee:jbrese:v:200:y:2025:i:c:s0148296325004151
    DOI: 10.1016/j.jbusres.2025.115592
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