B2B MARKETING IN THE METAVERSE
DOI:
https://doi.org/10.30857/2786-5398.2026.4.1Keywords:
Extended reality, Augmented reality, Virtual environments, Human–computer interaction, B2B marketing, Spatial computing, Industrial MetaverseAbstract
Despite accelerating digitalization, many B2B (business-to-business) companies continue to face challenges with customer engagement, value co-creation, and differentiation in an increasingly saturated digital environment. Although traditional digital tools, including customer relationship management (CRM) systems and social media platforms, have improved operational efficiency and enhanced communication, their capabilities are often insufficient to create the interactive, immersive, and emotionally engaging experiences needed to strengthen long-term customer relationships. Emerging digital technologies, particularly the metaverse, offer new opportunities to overcome these limitations by enabling more personalized, immersive, and sustainable interactions in virtual environments. The metaverse is conceptualized as a persistent, immersive, and interconnected network of digital environments in which users can interact with each other and with digital objects through mechanisms of embodied digital presence. The realization of such experiences is enabled by a combination of advanced technologies, particularly Extended Reality (XR), which encompasses Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR). Within a dynamic ecosystem of innovation and collaboration, B2B companies leverage organizational agility, creativity, and partnership-based interactions to adapt to change and co-create innovations in the continuously evolving metaverse environment. This perspective highlights the importance of companies’ ability to respond rapidly to technological transformations, develop new interaction models, and utilize the potential of ecosystem-based collaboration. Accordingly, contemporary marketing practices increasingly focus on leveraging the metaverse's capabilities to create enhanced, interactive, and value-oriented experiences for B2B customers. However, academic research on the potential applications of the metaverse in B2B marketing remains in its early stages. Existing scholarly studies have predominantly focused on traditional or established digital tools, resulting in a significant research gap regarding how metaverse technologies may transform key B2B marketing practices. This article aims to address this research gap by examining how metaverse technologies can transform contemporary B2B marketing strategies, marketing practices, and customer interaction models.
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