Modern disruption technologies such as the Blockchain and the Metaverse have promising features that can help businesses offer their products and services to customers in a better format. The Metaverse creates a virtual environment and a new communication path between the customer and the business. As a new marketing channel, it helps customers appear as virtual avatars and have a 3D preview/experience of goods and services before adding them to the shopping cart or signing up subscriptions. Blockchain-based systems allow making payments using wallet money, CDBC, or even cryptocurrencies and securely store personal data in a public immutable ledger transaction, which others will verify easily. Marketers have to address specific issues that come with deploying these systems – such as data privacy, amongst others - to give the best consumer experience powered by the confluence of various technologies. The book chapter will have managerial and practical implications for businesses during customer interactions.
Authors: K. Lubza Nihar, Vijaya Kittu Manda
DOI: https://doi.org/10.4018/978-1-6684-7649-9.ch015
Publish Year: 2023
