Metaverse Ecosystem and Consumer Society 5.0

This chapter was written based on exploratory study and documentary research and on current reports and articles at the time of writing, however, over time, it tends to have a historical nature. Texts were read about exploratory methodologies to proceed with the investigation and reports on trends in the metaverse and extended realities. The objective was to provide updated research on marketing theories in the metaverse, In the exploratory study, it was revealed, in the metaverse ecosystem, that it is imperative to optimize the relationship with consumers to mitigate gaps in difficulty in purchases, in addition to the need to measure how customers find, how they interact and how they consume content and images in the metaverse. It was found that both brands and consumers are in identity transition in the metaverse and that immersive experiences are more significant for phygital life.