Impact of Metaverse and Marketing Innovation on Digital Transformation

Business stakeholders have expressed a great deal of interest in the idea of boosting the value of their companies by fusing them with the emerging metaverse notion. The metaverse is a brand-new phenomenon that will soon completely transform both the digital and physical environments. In light of this, the author creates a framework for how the metaverse alters the universe. To comprehend the value of the metaverse in relation to digital transformation, this research aimed to examine the effects of metaverse and marketing innovation based on empirical data on how companies use cutting-edge technology in conjunction with marketing initiatives and their impact on digital transformation. The quantitative analysis applied to explore the research model, a descriptive, exploratory and analytical research design applied using convenient sampling. 61 digital marketing agencies were approached located in Dubai. Data collected from 196 respondents were incorporated for analysis using SmartPLS 4.0. The findings suggest a positive significant relationship of metaverse and marketing innovation with digital transformation.