B2B marketing in metaverse: toward a theoretical framework

Purpose Emerging technological landscapes, including the metaverse in business-to-business (B2B) marketing strategies, mark a revolutionary shift toward enhanced engagement, innovation and collaboration. However, the scholarly exploration of metaverse applications in B2B marketing is still in its infancy. The purpose of this study is to explore the role of the metaverse in B2B marketing and to develop a theoretical framework that addresses this emerging area. This study fills this gap. Design/methodology/approach This study uses a conceptual design and draws upon the existing literature to build arguments. Findings A novel conceptual model is introduced that highlights the mechanisms of B2B marketing in the metaverse. The model comprises dynamic innovation and collaboration ecosystems, advanced marketing initiatives and augmented service and support functions. It demonstrates how immersive and multisensory environments in the metaverse can significantly enhance augmented services, engagement, personalization, collaboration and innovation, while also streamlining decision-making processes in the B2B context. Practical implications A theoretical framework is established that provides guidance for analyzing how the metaverse can transform value creation in B2B contexts. It provides a practical roadmap for managers seeking to adopt and leverage metaverse technologies in B2B environments. Originality/value This paper stands at the forefront of digital marketing evolution, bridging theoretical insights with actionable strategies for stakeholders eager to explore the full potential of emerging technologies.