Metaverse in marketing and logistics: the state of the art and the path forward

Garry Wei Han Tan, Eugene Cheng Xi Aw, Tat Huei Cham, Keng Boon Ooi, Yogesh K. Dwivedi, Ali Abdallah Alalwan, Janarthanan Balakrishnan, Hing Kai Chan, Jun Jie Hew, Laurie Hughes, Varsha Jain, Voon Hsien Lee, Binshan Lin, Nripendra P. Rana, Teck Ming Tan

Research output: Journal PublicationArticlepeer-review

41 Citations (Scopus)


Purpose: Ever since its emergence, the metaverse has presented opportunities and disruptions to every stakeholder, including individual users and organizations. This article aims to offer valuable perspectives on six identified critical areas that the metaverse could significantly impact: marketing ethics, marketing communication, relationship marketing, retail marketing, supply chain management and transportation management. Design/methodology/approach: Through a multi-perspective approach, this paper gathers valuable perspectives from various invited contributors to each of the six identified key areas that the metaverse could significantly impact. Findings: For each key area identified, the invited contributors first share their valuable perspectives by discussing the roles of the metaverse. Subsequently, the invited contributors discuss their views on vital opportunities, challenges and research agenda concerning the metaverse. Originality/value: With the widespread metaverse, it is expected that each key area identified is likely to undergo significant levels of disruption. Against this backdrop, this paper contributes to the academic literature and industry by gathering different perspectives from invited contributors on the relevance of the metaverse in marketing and logistics domains.

Original languageEnglish
Pages (from-to)2932-2946
Number of pages15
JournalAsia Pacific Journal of Marketing and Logistics
Issue number12
Publication statusPublished - 1 Dec 2023


  • 3D virtual world
  • Augmented reality
  • Avatars
  • Digital world
  • Extended reality
  • Logistics
  • Marketing
  • Metaverse
  • Mixed reality
  • Supply chain management
  • Virtual reality
  • Web 3.0

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Marketing


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