The Dimensions of Entering the Metaverse: A Proposed Model for Digital Marketing Organizations

Abstract

This study aims to identify the dimensions that enable digital marketing organizations to enter the metaverse world by proposing a model for this purpose. The study population targeted Saudi Arabia, having weak or no access to the metaverse, despite their interest in digital transformation. This study uses structural equation Modeling through the partial least squares method using AMOS version. 25. The findings indicate that the proposed model consists of four dimensions: customer discovery, including engagement, interaction, and customer targeting; spatial computing, including augmented reality and virtual stores and places; digital presence, including advertising, social media, and search engines; and virtual integration, including customers’ immersive experiences, product conversion into non-fungible tokens, and virtual incentives and content, providing marketers with the mechanism needed to enter the mysterious metaverse that is ultimately expected to replace the Internet and be the future of marketing.