Purpose: This article proposes and applies the 6V Framework to conceptualize and evaluate next-generation marketing channels in the digital economy.It aims to understand how emerging formats-such as voice commerce, immersive AR/VR environments, retail media networks, and Web3-based platforms-are reshaping customer engagement, brand experience, and value creation.Design/Methodology/Approach: Building on an extensive literature review and theoretical synthesis, the paper introduces the 6V Framework, consisting of six analytical dimensions: Value, Velocity, Visibility, Verifiability, Virtuality, and Vulnerability.The framework is applied to an in-depth case study of Nike .Swoosh, supported by a comparative evaluation of other leading platforms (e.g., Adidas, Gucci, Starbucks) to illustrate strategic patterns and innovation trajectories.Practical Implication: The article provides marketers, strategists, and digital transformation leaders with a practical framework for analyzing, designing, and governing complex marketing environments.It supports decision-making regarding channel investments, user experience design, and ethical risk management in data-rich, technology-driven contexts.Originality/Value: In contrast to legacy models focused on linear transactions and control, the 6V Framework captures the dynamic, participatory, and decentralized nature of modern marketing channels.It offers a novel conceptual lens for assessing strategic and operational implications of digital channel innovation.
In 2021, the metaverse concept burst out of the ring under the influence of a number of factors. When the metaverse achieved good results in the gaming and social sectors, major companies tried to expand their own sales areas through the metaverse. Based on core technologies such as virtual reality and artificial intelligence, they create their own virtual images and virtual scenarios and issue non-fungible tokens (NFT) in an attempt to carve out a whole new path in the metaverse space. As the metaverse is still in its infancy, its application in various fields is also in the experimental stage. Therefore, based on the metaverse technology and digital marketing theory, this research uses an inductive and deductive approach to illustrate the application of the metaverse in different marketing scenarios and its impact on products. At the same time, it provides feasible marketing suggestions and methods for brand marketing, such as establishing online virtual experience spaces.