BU Research Blog

NEW BOOK Just Published:

Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms

Raouf Ahmad Rather and Dimitrios Buhalis, 2026

Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms

Edward Elgar, ISBN: 9781035331253

https://www.e-elgar.com/shop/gbp/metaverse-marketing-9781035331253.html

Contents

Introduction to Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms 1

Raouf Ahmad Rather and Dimitrios Buhalis

1 Metaverse marketing: challenges, opportunities, and fundamental mechanisms 5

Raouf Ahmad Rather, Dimitrios Buhalis, Ali Raza, Farhan Mirza and Amir Zaib Abbasi

2 The metaverse and the international digital marketing landscape 23

Iva Atanassova and Huda Khan

3 Metaverse brand communities: how brands can form communities through engagement in the metaverse 40

Sara Mahmoud Khater

4 Luxury brands in the metaverse: a review of the literature 57

Farhan Mirza, Ding Hooi Ting, Amir Zaib Abbasi and Raouf Ahmad Rather

5 Social media in the metaverse marketing era 83

Hasan Tinmaz and Yunze Liu

6 Sustainable consumption in the metaverse toward a future agenda 104

Chengyuan Li, Nannan Xi, Jani Holopainen and Juho Hamari

7 Navigating the dark side of the metaverse: understanding the impact of technological stressors on user well-being 134

Uzma Hasan, Rehan Husain and Shadma Shahid

8 The metaverse for higher education in South Korea: a case of a human anatomy course 156

Jin Hwa Lee and Hasan Tinmaz

9 The drivers of the metaverse in retailing 177

Ammara Awan, Baasanjargal Purev, Mohsin Abdur Rehman, Abdul Mannan Rana and Zeeshan Ullah

10 Metaverse marketing: opportunities and challenges for tourism destinations and hospitality service providers 199

Mustafeed Zaman

11 Conclusion: revisiting metaverse marketing and scope for future research 216

Raouf Ahmad Rather, Dimitrios Buhalis and Muhammad Faisal Shahzad

NEW BOOK Just Published: Rather and Buhalis, 2026, Metaverse Marketing: Challenges, Opportunities, and Fundamental Mechanisms