Influencers in the Metaverse: Exploring Strategic Dynamics, Technological Challenges, and Marketing Opportunities

As the digital landscape undergoes continuous evolution, the field of influencer marketing experiences significant transformations, shifting its focus toward novel platforms and the burgeoning metaverse. This chapter delves into the dynamics of influencer marketing within the metaverse, aiming to comprehend the strategies utilized, challenges encountered, and distinct opportunities presented. The study explores the pivotal role of influencers in spearheading marketing initiatives, where virtual environments and immersive experiences redefine how consumers engage. The research reveals that influencers are pivotal architects of the metaverse marketing landscape. By driving community engagement, fostering economic activity, and facilitating cultural integration, influencers are transforming digital marketing paradigms. Their ability to generate immersive content, provide critical platform feedback, and bridge real-world and virtual experiences positions them as key innovation drivers. Future research should focus on examining the long-term sustainability of virtual brand ecosystems.