دانشگاه یزد کاوش‌های مدیریت بازرگانی 2645-386X 18 43 2026 04 21 Analyzing the Drivers, Dimensions, and Outcomes of Business Marketing in the Metaverse واکاوی پیشران‌ها، ابعاد و آثار بازاریابی کسب‌وکارها در متاورس 1 27 4217 10.22034/jbar.2026.24255.4644 FA سهیلا مهمان نوازان دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی،دانشگاه الزهرا، تهران، ایران 0000-0002-2774-3459 مینا رنجبرفرد استادیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران. 0000-0002-5642-4190 نگین سنگری استادیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران 0000-0002-9036-9033 Journal Article 2026 01 21 Introduction<br />Consumption habits are changing fundamentally and are increasingly shifting towards consumption in the digital world. At the same time, we are seeing a significant increase in corporate investment in platforms that support digital environments. Together, these factors are strongly contributing to the creation of a hyper-connected digital world known as the “metaverse”. The metaverse introduces new dimensions of consumer behavior, brand experiences, and marketing strategies that require fresh perspectives and innovative thinking, as existing marketing theories and concepts may not fully capture the unique characteristics and dynamics of the metaverse environment.<br />According to a review of the research background, despite valuable efforts, there is a clear research gap in developing a "comprehensive metaverse marketing framework" that comprehensively explains the drivers, dimensions, and outcomes of metaverse marketing. This gap is largely due to methodological limitations, industry-centric focus, and failure to consider the immersive and complex nature of the metaverse. Therefore, the innovation of the present study can be expressed in three ways: 1. Conceptual comprehensiveness of the metaverse: Relying on an immersive and advanced definition of the metaverse, this study provides a framework that goes beyond focusing on individual technologies or primary platforms (such as Second Life). 2. Methodological rigor: This study uses metasynthesis as a systematic qualitative approach to identify and integrate marketing drivers, dimensions, and outcomes based on prior research evidence and addresses the limitations of purely conceptual approaches. 3. Holistic approach: This study is not focused on a specific industry or sector. Therefore, by using metasynthesis and adopting a holistic approach, it provides a conceptual framework for metaverse marketing that integrates the influencing factors (technology, company, consumer), dimensions, and outcomes of metaverse marketing into a coherent model and has applicability across a wide range of industries.<br />Methodology<br />The present study is applied in terms of purpose and is meta-synthesis in terms of qualitative approach and is exploratory in nature. Meta-synthesis is a qualitative research approach that extracts and discovers new concepts and metaphors by relying on the results and data obtained from previous related studies and through a systematic look and integration of previous research. This method includes steps such as searching, evaluating, combining, explaining and accurately interpreting quantitative and qualitative research. Meta-synthesis is implemented with various approaches, and in the present study, the seven-step model of Sandelowski and Barroso (2006) has been used.<br />The research components include what, who, when, and how. A search was conducted for articles published in reputable domestic and foreign scientific journals including Scopus and Web of Science, Magiran, SID, Noor mags, Elmnet, and Irandoc with the aim of finding relevant, up-to-date, and authoritative articles between 2021 and 2025, considering the keyword "Metaverse Marketing." After that, some restrictions were considered to select suitable articles. Finally, 103 articles were selected by careful review of the texts and after applying the critical evaluation criteria, 64 articles were selected as the final articles.<br /><br />Discussion and Results<br />Using a meta-synthesis approach and adopting a holistic approach, the present study provided a comprehensive conceptual framework for metaverse marketing that can be applied across a wide range of industries. data analysis was conducted through content analysis using MAXQDA software. According to the analysis results, 116 codes, 26 concepts, and 7 categories were identified and a multidimensional conceptual framework was designed based on the extracted factors.<br />In this regard, the drivers affecting metaverse marketing were categorized into three categories: technology-related factors (technology blocks and platform capabilities); company-related factors (marketing mix ,marketing strategies, virtual influencers, legal and security challenges, digital assets, and technical and financial requirements); and consumer-related factors (user cognitive and digital competence, virtual identity, Sense of presence, motivation for use, expected value, barriers to use, Perceived risk, The new generation's digital-centric trend and perceived technology capability). The results also showed that metaverse marketing is an experience-oriented concept that shapes the user experience in metaverse environments based on three dimensions of immersion, sociability and environmental fidelity, and its consequences were classified into three categories: positive consumer outcomes (emotional, cognitive, and behavioral), negative consumer outcomes (psychological and social threats), and company-related outcomes (brand value creation, organizational performance, and sustainability).<br /><br />Conclusion<br />The present study aimed to provide a conceptual framework for metaverse marketing. The core of this framework is “metaverse marketing”. This key concept consists of three characteristics that are frequently mentioned in the literature as dimensions of metaverse marketing: (1) immersion (2) sociability and (3) environmental fidelity. The presented framework integrates these dimensions, along with technology, company and consumer factors and various outcomes of metaverse marketing, in an integrated manner. Thus, marketing in the metaverse will be effective when it can create an immersive, high-fidelity and rich social interaction environment and manage the relationships between factors, dimensions and outcomes simultaneously.The meta-synthesis results showed that the drivers of metaverse marketing fall into three main dimensions: technology-related factors, company-related factors, and consumer-related factors. The outcomes of metaverse marketing are also categorized into three dimensions: company-level outcomes, positive consumer-level outcomes, and negative consumer-level outcomes.<br />Given the identified drivers, it is recommended that organizations, brands, and developers of metaverse platforms combine technological investments with the design of experience-oriented platform capabilities and upgrade infrastructure in a way that provides a seamless experience that is compatible with different levels of digital skill of users. Providing interactive training and in-platform guidance is also essential to empower employees and users. It is also recommended that experiences be designed based on users' abilities and competencies, motivations, expected value, and barriers to use. Considering the identified consequences, it is suggested that companies place the design of immersion and enjoyable experiences at the center of their strategy and develop digital assets and spaces in a way that leads to the formation of spatial wom advertising, increased user engagement, positive attitude, satisfaction and brand attachment, and ultimately the desire for physical presence and purchase intention. To reduce negative consequences, it is recommended that companies use intelligent time limits, usage management tools, security alerts, controlled interactive content, and user-reporting systems in platform design to create a safe space for users and minimize risks. پژوهش حاضر با هدف واکاوی پیشران‌ها، ابعاد و پیامدهای بازاریابی متاورس و ارائه یک چارچوب مفهومی جامع در این حوزه با رویکرد فراترکیب انجام شد. این پژوهش از نظر هدف کاربردی، از منظر گردآوری داده‌ها توصیفی و از نظر رویکرد کیفی بوده و با استفاده از روش فراترکیب انجام شده است. ابزار گردآوری داده‌ها اسناد و مدارک پژوهشی گذشته بودند که پس از ارزیابی کیفی، نهایتاً ۶۴ مقاله انتخاب شد. تحلیل داده‌ها از طریق تحلیل محتوا و با استفاده از نرم‌افزار MAXQDA صورت گرفت.<br />یافته‌های پژوهش نشان داد بازاریابی متاورس دارای ۲۶ مفهوم و ۷ مقوله است. در این راستا پیشران‌های مؤثر بر بازاریابی متاورس در سه مقوله عوامل مرتبط با فناوری (بلوک‌های فناوری و قابلیت‌های پلتفرم)؛ عوامل مرتبط با شرکت (آمیخته بازاریابی، استراتژی‌های بازاریابی، اینفلوئنسر مجازی، چالش‌های حقوقی و امنیتی، دارایی‌های دیجیتال و الزامات فنی و مالی) و عوامل مرتبط با مصرف‌کننده (شایستگی شناختی و دیجیتال کاربر، هویت مجازی، حس حضور، انگیزه استفاده، ارزش مورد انتظار، موانع استفاده، ریسک درک شده، گرایش دیجیتال محور نسل جدید و قابلیت ادراک‌شده فناوری) دسته‌بندی شدند. همچنین نتایج نشان داد، بازاریابی متاورس مفهومی تجربه‌محور است که مبتنی بر سه بعد غوطه‌وری، قابلیت‌ اجتماعی‌سازی و دقت محیطی، تجربه کاربر را در محیط‌های متاورسی شکل می‌دهد و پیامدهای آن در سه مقوله پیامدهای مثبت مصرف‌کننده (عاطفی، شناختی و رفتاری)، پیامدهای منفی مصرف‌کننده (مخاطرات روان‌شناختی و اجتماعی) و پیامدهای مرتبط با شرکت (خلق ارزش برند، عملکرد سازمانی و پایداری) طبقه‌بندی شدند. https://bar.yazd.ac.ir/article_4217_625a0a566f867d1c9bc8d7e2fcfcad7e.pdf