Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


The Lack of Research on Value Co-Creation, and Triadic Relationships in Three-dimensional Brand Communities
(A2024-118279)

Published: May 28, 2024

AUTHORS

Christian Munaier, EGADE - Tecnológico de Monterrey; Jose Mazzon, University of Sao Paulo

ABSTRACT

In this study, we delve into the metaverse within the Marketing domain, aiming to explore scientific advancements concerning value co-creation and triadic relationships within brand communities. We address two key questions: firstly, the existing scientific production regarding value co-creation within brand communities in the metaverse, focusing on emerging fields like tourism and hospitality services; and secondly, the unexplored territory of triadic relationships within brand communities in the metaverse, posing challenges due to the malleability of virtual identities. The metaverse, an immersive virtual world accessed through augmented and virtual reality devices, significantly influences societal values across generations. Through this research, we identify gaps in the marketing literature, emphasizing the need for further exploration of the metaverse's impact on consumer loyalty, the role of consumer trust in specific metaverse platforms, and the dynamics of self-other relationships within brand communities. This study provides essential groundwork for future investigations in this evolving field.