MARKETING THROUGH THE VIRTUAL WORLD THAT IMPACTS THE DEVELOPMENT OF THE DIGITAL CUSTOMER EXPERIENCE

Abstract

Metaverse technology has begun to play an important role in the business sector across various dimensions, reflecting its significance, potential, and new opportunities arising from the transition to the virtual world. This is evident in the current situation and trends in consumer behavior in Thailand, where consumers have shifted their focus from purchasing luxury goods toward spending on "experiences," while placing greater importance on saving and investment to achieve long-term financial stability. Consequently, the metaverse plays a role in creating marketing experiences that allow customers to experience brands. It also builds upon the concept of Extended Reality (XR), which integrates AR, VR, and MR to connect the physical and digital worlds. This academic article is based on a literature review.

               The study aims to examine marketing through the virtual world and its impact on the development of digital customer experiences, driven by virtual world technologies with key characteristics including realism, ubiquitous accessibility, interoperability, and scalability. The conceptual analysis reveals that creating customer experiences through online and offline channels (omnichannel), with virtual technology incorporated into the experience provided by each business, represents an effective integration of digital marketing strategies. This enables consumers to perceive, learn about, and ultimately remember brands through experiences provided directly by the brands. Moreover, it helps enhance brand engagement and stimulate consumers’ purchase decisions across both online and offline channels.