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Publication
O papel do metaverso na criação de valor na marca
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| 1.74 MB | Adobe PDF |
Authors
Abstract(s)
O presente trabalho de investigação tem como objetivo analisar o papel do Metaverso na criação de valor da marca, explorando de que forma este ambiente virtual imersivo pode transformar estratégias de marketing e redefinir a relação entre consumidores e organizações. Partindo de uma abordagem qualitativa, foram conduzidas entrevistas semiestruturadas a profissionais com experiência direta em projetos ligados ao Metaverso, permitindo recolher perceções críticas sobre benefícios, desafios, estratégias e tendências emergentes.
Os resultados evidenciam que o Metaverso potencia novas oportunidades de diferenciação, proximidade e envolvimento com os consumidores, em particular junto das gerações mais jovens. Entre os benefícios identificados destacam-se a inovação, a cocriação e a possibilidade de desenvolver experiências personalizadas e imersivas. Contudo, foram também apontados obstáculos relevantes, como os custos elevados, a ausência de massificação, a falta de literacia digital e as incertezas regulatórias. No plano estratégico, as práticas mais eficazes passam pela integração de experiências híbridas físico-digitais, uso de NFTs para fidelização, eventos virtuais e criação de espaços imersivos que reforçam autenticidade e confiança.
Conclui-se que o Metaverso, ainda em fase de maturação, representa um campo fértil para a inovação em marketing e para a criação de valor simbólico e relacional das marcas. Este estudo contribui para o avanço do conhecimento académico sobre o tema, oferecendo também orientações práticas para empresas que ambicionem explorar este novo ecossistema digital.
The present research aims to analyze the role of the Metaverse in brand value creation, exploring how this immersive virtual environment can transform marketing strategies and redefine the relationship between consumers and organizations. Adopting a qualitative approach, semi-structured interviews were conducted with professionals with direct experience in Metaverse-related projects, allowing the collection of critical insights on benefits, challenges, strategies, and emerging trends. The findings show that the Metaverse enhances new opportunities for differentiation, proximity, and consumer engagement, particularly among younger generations. Among the identified benefits are innovation, co-creation, and the possibility of developing personalized and immersive experiences. However, relevant obstacles were also highlighted, such as high costs, lack of mass adoption, low digital literacy, and regulatory uncertainties. At the strategic level, the most effective practices include the integration of hybrid physical-digital experiences, the use of NFTs for loyalty, virtual events, and the creation of immersive brand spaces that reinforce authenticity and trust. It is concluded that the Metaverse, still in a maturation phase, represents fertile ground for marketing innovation and for creating the symbolic and relational value of brands. This study contributes to the advancement of academic knowledge on the subject while also providing practical guidance for companies aiming to explore this emerging digital ecosystem.
The present research aims to analyze the role of the Metaverse in brand value creation, exploring how this immersive virtual environment can transform marketing strategies and redefine the relationship between consumers and organizations. Adopting a qualitative approach, semi-structured interviews were conducted with professionals with direct experience in Metaverse-related projects, allowing the collection of critical insights on benefits, challenges, strategies, and emerging trends. The findings show that the Metaverse enhances new opportunities for differentiation, proximity, and consumer engagement, particularly among younger generations. Among the identified benefits are innovation, co-creation, and the possibility of developing personalized and immersive experiences. However, relevant obstacles were also highlighted, such as high costs, lack of mass adoption, low digital literacy, and regulatory uncertainties. At the strategic level, the most effective practices include the integration of hybrid physical-digital experiences, the use of NFTs for loyalty, virtual events, and the creation of immersive brand spaces that reinforce authenticity and trust. It is concluded that the Metaverse, still in a maturation phase, represents fertile ground for marketing innovation and for creating the symbolic and relational value of brands. This study contributes to the advancement of academic knowledge on the subject while also providing practical guidance for companies aiming to explore this emerging digital ecosystem.
Description
Keywords
Metaverso Marketing Valor da marca Experiência do consumidor Inovação digital Marcas