Consumer Decision-Making in Multisensory and Multiuser Metaverse Marketing

The MetaMarketing project is a three-year Co-Research project by Business Finland, Tampere University, LahiTapiola, TietoEvry Oy, Yleisradio Oy, Dagmar Oy, and Acon Oy. The MetaMarketing team is led by Juho Hamari (PI), Nannan Xi (PI), and Juhani Linna (project manager). It includes Zhenxing Li, Bojan Kerous, Samaan Al-Msallam, Elpida Bampouni, Xinyi Yang, and Chengyuan Li.

MetaMarketing (Marketing in Metaverse) project aims to facilitate the upgrading and transformation of Finnish service, media, and traditional industry towards a fully digitalized business model by providing XR solutions for immersive consumer experience in a sustainable way. The dissemination of knowledge to the Finnish service and marketing industry will have a large and synergistic effect on the European marketing landscape that combines marketing with the strong European information and communication technology industry. Moreover, the cross-cultural investigation of virtual consumers, especially Z generations and digital nomads will provide knowledge and guidance for Finnish companies’ global marketing strategies when entering the metaverse.

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