Jared Offei Lartey

Dwivedi, Yogesh K.; Hughes, Laurie, Wang, Yichuan, Alalwan, Ali Abdallah, Ahn, Sun Joo (Grace), Balakrishnan, Janarthanan, Barta, Sergio, Belk, Russell, Buhalis, Dimitrios, Dutot, Vincent, Felix, Reto, Filieri, Raffaele, Flavián, Carlos, Gustafsson, Anders, Hinsch, Chris, Hollensen, Svend, Jain, Varsha, Kim, Jooyoung, Krishen, Anjala S., Lartey, Jared Offei, Pandey, Neeraj, Ribeiro-Navarrete, Samuel, Raman, Ramakrishnan, Rauschnabel, Philipp A., Sharma, Amalesh, Sigala, Marianna, Veloutsou, Cleopatra & Wirtz, Jochen (2023)

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Psychology & Marketing, 40, s. 750- 776. Doi: 10.1002/mar.21767 - Full text in research archive

The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation, and consumer wellbeing.

Mahmoud, Abdulai Mahmoud; Kastner, Adelaide Naa Amerley & Lartey, Jared Offei (2017)

Internet-Based Relationship Marketing: A Sub-Saharan African Perspective

Journal of Relationship Marketing Doi: https://doi.org/10.1080/15332667.2017.1349555

Gustafsson, Anders & Lartey, Jared Offei (2023)

Metaverse: On the human aspects, privacy and value destruction

[Academic lecture]. Seminar Series on the Digital Future for Business and Society.