{"id":"https://openalex.org/W4377261650","doi":"https://doi.org/10.4018/978-1-6684-8898-0.ch007","title":"Metaverse Is the Future of Influencer Marketing","display_name":"Metaverse Is the Future of Influencer Marketing","publication_year":2023,"publication_date":"2023-05-22","ids":{"openalex":"https://openalex.org/W4377261650","doi":"https://doi.org/10.4018/978-1-6684-8898-0.ch007"},"language":"en","primary_location":{"id":"doi:10.4018/978-1-6684-8898-0.ch007","doi":"https://doi.org/10.4018/978-1-6684-8898-0.ch007","is_oa":false,"landing_page_url":"https://doi.org/10.4018/978-1-6684-8898-0.ch007","pdf_url":null,"source":{"id":"https://openalex.org/S4210218413","display_name":"Advances in marketing, customer relationship management, and e-services book series","issn_l":"2327-5502","issn":["2327-5502","2327-5529"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Marketing, Customer Relationship Management, and E-Services","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4377261585","display_name":"Influencer Marketing Applications Within the Metaverse"},"type":"book-chapter","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5088621508","display_name":"Shenki Tyagi","orcid":"https://orcid.org/0000-0002-8729-144X","observed_orcids":["https://orcid.org/0000-0002-8729-144X"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Shenki Tyagi","raw_affiliation_strings":["Institute of Technology and Science, Ghaziabad, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Institute of Technology and Science, Ghaziabad, India","institution_ids":[]}]},{"author_position":"middle","author":{"id":null,"display_name":"Ashish Kumar Srivastava","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I101407740","display_name":"Chandigarh University","ror":"https://ror.org/05t4pvx35","country_code":"IN","type":"education","lineage":["https://openalex.org/I101407740"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Ashish Kumar Srivastava","raw_affiliation_strings":["Chandigarh University, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Chandigarh University, India","institution_ids":["https://openalex.org/I101407740"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5102515179","display_name":"Anjali Dubey","orcid":"https://orcid.org/0000-0002-3557-9759","observed_orcids":["https://orcid.org/0000-0002-3557-9759"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Anjali Dubey","raw_affiliation_strings":["Institute of Technology and Science, Ghaziabad, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Institute of Technology and Science, Ghaziabad, India","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5100724596","display_name":"Divya Sharma","orcid":"https://orcid.org/0000-0003-0663-3776","observed_orcids":["https://orcid.org/0000-0003-0663-3776"]},"institutions":[{"id":"https://openalex.org/I154970844","display_name":"Jaypee Institute of Information Technology","ror":"https://ror.org/05sttyy11","country_code":"IN","type":"education","lineage":["https://openalex.org/I154970844"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Divya Sharma","raw_affiliation_strings":["Jaypee Institute of Information Technology, Noida, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Jaypee Institute of Information Technology, Noida, India","institution_ids":["https://openalex.org/I154970844"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":12.2708,"has_fulltext":false,"cited_by_count":5,"citation_normalized_percentile":{"value":0.98399184,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":null,"issue":null,"first_page":"102","last_page":"116"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.00019999999494757503,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.0,"subfield":{"id":"https://openalex.org/subfields/3317","display_name":"Demography"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/metaverse","display_name":"metaverse","score":0.9829999804496765},{"id":"https://openalex.org/keywords/influencer-marketing","display_name":"influencer marketing","score":1.0},{"id":"https://openalex.org/keywords/immersive-marketing","display_name":"immersive marketing","score":0.5950000286102295},{"id":"https://openalex.org/keywords/virtual-worlds","display_name":"virtual worlds","score":0.8339999914169312},{"id":"https://openalex.org/keywords/3d-environments","display_name":"3D environments","score":0.8339999914169312},{"id":"https://openalex.org/keywords/interactive-content","display_name":"interactive content","score":0.609000027179718},{"id":"https://openalex.org/keywords/online-communities","display_name":"online communities","score":0.6159999966621399},{"id":"https://openalex.org/keywords/digital-transformation-of-marketing","display_name":"digital transformation of marketing","score":0.5249999761581421}],"concepts":[{"id":"https://openalex.org/C53332860","wikidata":"https://www.wikidata.org/wiki/Q2632041","display_name":"Metaverse","level":3,"score":0.8992958068847656},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.7841426730155945},{"id":"https://openalex.org/C2780586970","wikidata":"https://www.wikidata.org/wiki/Q1357284","display_name":"Popularity","level":2,"score":0.5145092010498047},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4814014434814453},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4330596327781677},{"id":"https://openalex.org/C194969405","wikidata":"https://www.wikidata.org/wiki/Q170519","display_name":"Virtual reality","level":2,"score":0.324489563703537},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.2652239203453064},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.2605522572994232},{"id":"https://openalex.org/C107457646","wikidata":"https://www.wikidata.org/wiki/Q207434","display_name":"Human\u2013computer interaction","level":1,"score":0.2529428005218506},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.20524704456329346},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.11026027798652649},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.105246901512146},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.07233840227127075},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.4018/978-1-6684-8898-0.ch007","doi":"https://doi.org/10.4018/978-1-6684-8898-0.ch007","is_oa":false,"landing_page_url":"https://doi.org/10.4018/978-1-6684-8898-0.ch007","pdf_url":null,"source":{"id":"https://openalex.org/S4210218413","display_name":"Advances in marketing, customer relationship management, and e-services book series","issn_l":"2327-5502","issn":["2327-5502","2327-5529"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Marketing, Customer Relationship Management, and E-Services","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[{"id":"https://metadata.un.org/sdg/9","score":0.49000000953674316,"display_name":"Industry, innovation and infrastructure"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":2,"referenced_works":["https://openalex.org/W4211092666","https://openalex.org/W4377261650"],"related_works":["https://openalex.org/W2368605798","https://openalex.org/W4297998858","https://openalex.org/W3032906336","https://openalex.org/W2518037665","https://openalex.org/W4387516697","https://openalex.org/W2888161589","https://openalex.org/W4377263552","https://openalex.org/W4372401701","https://openalex.org/W3020710577","https://openalex.org/W4377261641"],"abstract_inverted_index":{"Influencer":[0,36],"marketing":[1,37,73],"is":[2,17,38,126],"expected":[3],"to":[4,9,40,58,76,82,94,103,142],"undergo":[5],"a":[6,18,32],"transformation":[7],"due":[8],"the":[10,13,47,84,98,117,124,127],"rise":[11],"of":[12,86,129],"metaverse.":[14],"The":[15,71],"metaverse":[16,118,125],"virtual":[19,138],"world":[20],"where":[21],"users":[22],"can":[23],"interact":[24],"with":[25,60,91],"each":[26],"other":[27],"and":[28,62,89,112,145,148],"digital":[29],"content":[30,147],"in":[31,97,137],"fully":[33],"immersive":[34,69,144],"environment.":[35],"predicted":[39],"become":[41],"more":[42,133],"important":[43],"for":[44,56,119,152],"firms":[45],"as":[46],"metaverse's":[48,68],"popularity":[49],"rises.":[50],"This":[51],"new":[52],"platform":[53],"offers":[54],"opportunities":[55],"businesses":[57],"work":[59],"influencers":[61,100,140],"develop":[63],"campaigns":[64],"that":[65,107],"benefit":[66],"from":[67],"qualities.":[70],"influencer":[72,130],"has":[74],"advantage":[75],"create":[77,143],"3D":[78],"environments.":[79],"Interactive":[80],"experiences":[81],"capture":[83],"attention":[85],"interested":[87],"audience":[88,93],"connection":[90],"global":[92],"be":[95],"successful":[96],"metaverse,":[99],"will":[101],"need":[102,141],"adapt":[104],"their":[105,153],"strategies":[106],"are":[108],"immersive,":[109],"engaging,":[110],"interactive,":[111],"building":[113,149],"strong":[114,150],"communities":[115,151],"within":[116],"loyal":[120],"following.":[121],"In":[122],"conclusion,":[123],"future":[128],"marketing.":[131],"As":[132],"people":[134],"spend":[135],"time":[136],"space,":[139],"engaging":[146],"success.":[154]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":3},{"year":2023,"cited_by_count":1}],"updated_date":"2026-10-10T09:11:00.788812","created_date":"2025-10-10T00:00:00"}
