Marketing in the metaverse era: toward an integrative channel approach.

The development pace of digital socialization has accelerated drastically in the past decade, especially with the COVID-19 pandemic. Through that continuing digital shift, the idea of the metaverse, a virtual parallel world that can digitally replicate people's lives, is developing fast through Meta's (previously known as Facebook) announcement in October 2021 that it will dedicate sizeable investments in it. While the metaverse provides immense opportunities to brands, the primary concern will be on how integrate it with current media and retail channels, whether they are offline or online.