Metaverse – the new marketing universe Hollensen, Svend; Kotler, Philip; Opresnik, Marc Oliver
Journal of business strategy/The journal of business strategy,
04/2023, Letnik:
44, Številka:
3
Journal Article
Recenzirano
Odprti dostop
Purpose
This study aims to present and explain the concept of Metaverse, which will revolutionize nearly every industry and can be regarded as the 3D version of the internet. Especially, the paper ...explores the “building blocks” of the Metaverse and how it is functioning in a case study.
Design/methodology/approach
The Metaverse concept is explained by the Nike–Roblox case study, where the authors explore the customer benefits, that are provided by the Nikeland project.
Findings
The Nike–Roblox case study is showing that virtual platforms, content services, consumer and business behavior are the most important and visible “building blocks” to the Nikeland visitors (customers) in the Nike–Roblox alliance. The Metaverse is gaining popularity among the big global brands. It is expected that the big breakthrough for Metaverse will happen when the next layer of brands, the regional and local brands, will start penetrating the Metaverse.
Originality/value
Metaverse will be the new future marketing platform for presenting and giving life to all kinds of brands in the 3D interactive digital space. Metaverse is a digital copy of how we are working in the physical world. In this 3D digital space, the users can come together via avatars that resemble them. This will have an enormous effect on how companies will use the marketing function and how we will communicate with each other in future.
How and why are U.S. transnational corporations investing in the lives, educations, and futures of poor, racialized girls and women in the Global South? Is it a solution to ending poverty? Or is it a ...pursuit of economic growth and corporate profit? Drawing on more than a decade of research in the United States and Brazil, this book focuses on how the philanthropic, social responsibility, and business practices of various corporations use a logic of development that positions girls and women as instruments of poverty alleviation and new frontiers for capitalist accumulation. Using the Girl Effect, the philanthropic brand of Nike, Inc., as a central case study, the book examines how these corporations seek to address the problems of gendered poverty and inequality, yet do so using an instrumental logic that shifts the burden of development onto girls and women without transforming the structural conditions that produce poverty. These practices, in turn, enable corporations to expand their legitimacy, authority, and reach while sidestepping contradictions in their business practices that often exacerbate conditions of vulnerability for girls and women. With a keen eye towards justice, author Kathryn Moeller concludes that these corporatized development practices de-politicize girls' and women's demands for fair labor practices and a just global economy.
•The public has inferred various motives behind Nike’s CSA efforts, resulting in polarized word-of-mouth intentions about Nike’s stance on a socio-political issue.•Public approval of the ...politicization of sports moderates the relationship between individuals’ attitudes toward the company and word-of-mouth intentions.•Study results suggest a possibility that there may be differences between how individuals evaluate motives in the context of CSR vs. CSA.
This study applies arguments from attribution theory to examine the role of perceived motives (values-driven, egoistic-driven, strategic-driven, and stakeholder-driven motives) in developing individuals’ attitudes, positive word-of-mouth (PWOM), and negative word-of-mouth (NWOM) intentions in response to Nike’s 30th Anniversary ad campaign featuring Colin Kaepernick. This study also examines how perceptions of the appropriateness of the politicization of sports moderate these relationships, as well as individual factors that predict people’s assessments of sports as a politicized event. A survey (N = 373) was conducted to examine how much people’s perceptions of Nike’s motives for engaging in Corporate Social Advocacy (CSA) guided their responses and the degree to which they were likely to engage in actions. Implications for theory and practice are discussed.
Has globalization the phenomenon outgrown "globalization" the concept? In Distant Proximities, one of America's senior scholars presents a work of sweeping vision that addresses the dizzying ...anxieties of the post-Cold War, post-September 11 world. Culminating the influential reassessment of international relations he began in 1990 with Turbulence in World Politics, James Rosenau here undertakes the first systematic analysis of just how complex these profound global changes have become. Among his many conceptual innovations, he treats people-in-the-street as well as activists and elites as central players in what we call "globalization." Deftly weaving striking insights into arresting prose, Rosenau traces the links and interactions between people at the individual level and institutions such as states, nongovernmental organizations, and transnational corporations at the collective level. In doing so he masterfully conveys how the emerging new reality has unfolded as events abroad increasingly pervade the routines of life at home and become, in effect, distant proximities. Rosenau begins by distinguishing among various local, global, and private "worlds" in terms of their inhabitants' orientations toward developments elsewhere. He then proceeds to cogently analyze how the residents of these worlds shape and are shaped by the diverse collectivities that crowd the global stage and that sustain such issues as human rights, corruption, the global economy, and global governance. Throughout this richly imaginative, fluidly written book, Rosenau examines how anti-globalization protests and the terrorist attacks on America amount to quintessential distant proximities. His book is thus a pathbreaking inquiry into the dynamics that lie beyond globalization, one that all thoughtful observers of the world scene will find penetrating and provocative.
•Interrogates interconnectedness among engagement, CSR, and corporate social advocacy (CSA).•Uses Nike’s recent social justice engagement activities to consider the implications of Nike engaging in ...CSA.•Considers the pragmatic and ethical implications of corporations such as Nike branding and marketing their engagement.
Nike’s recent progressive yet controversial communicative actions around issues of social justice raise an important question. How does Nike’s blemished organizational history coupled with its current Corporate Social Advocacy (CSA) enhance our understanding of engagement in CSA contexts? This central question guides our critical essay. To address this question, we engage in a critical analysis of various Nike statements, campaigns, and actions which are situated as forms of CSA. Thus, we aim to uncover if or how Nike is engaging corporate social advocacy that challenges status quo gender, racial and cultural norms that attempt to circumscribe the human potential of women and people of color, and we analyze the role of engagement in the process. Our critical analysis of Nike’s statements, campaigns, and actions—draw upon the philosophical principles of the engagement literature in public relations. Uniting engagement literature with CSA in a critical essay allows us to not only explore the nature of Nike’s communicative action within the context of its troubled history, it also facilitates a deeper understanding of the connections between engagement and CSA in public relations. We argue that communicative actions engaged by Nike and analyzed in our critical essay push the boundaries on engagement and corporate advocacy through sport, shining an important light on CSA as a pivotal direction for further theorizing and research in public relations and engagement studies.
Pasisingi N, Suci D, Panigoro C, Kadim MK. 2024. Morphological characteristic and truss morphometric analysis of amphidromous goby (‘nike') (Teleostei: Gobiiformes) in Bone River, Gorontalo, ...Indonesia. Biodiversitas 25: 223-231. One of the preferred fish resources in the Gorontalo region is amphidromous goby species, commonly known by local community as nike fish. In rivers, at the adult stage, these fish are morphologically and potentially morphometrically not necessarily distinguishable among species and between sexes. This research aimed to identify the morphological and morphometric truss characters that distinguish the sexual characteristics of goby fishes in the Bone River, Gorontalo. Fish samples were purposefully collected from eight sites along the river, spanning from upstream to downstream, using a backpack electrofishing device. Sampling occurred in March and November 2022, with morphological analysis and measurements conducted on 336 individuals. The morphometric method measured data from 13 points on the sample body, forming 28 combinations of truss distance characters (A1-A3; B1-B12; C1-C10; D1-D3) connecting these points. Morphologically, the samples were identified as three species, namely Sicyopterus longifilis, Belobranchus belobranchus, and Awaous grammepomus. This study revealed distinctions in morphological characters between male and female individuals. In S. longifilis, males exhibited a relatively slimmer body shape compared to the rounded form of females. Male B. belobranchus displayed more striking coloration than females, while male A. grammepomus featured a lighter brown body color than the paler females. All the morphometric truss characters in this study can be reliably used as a sexual distinguishing characteristic in S. longifilis. As for species B. belobranchus, B7 truss cannot be considered a differentiator. In A. grammepomus, thirteen truss characters (B3, B4, B6, B7, B8, B10, B12, C3, C6, C7, C9, C10, D1) cannot be used to differentiate males and females.
Research on Nike Training Club Applications to Improve Football Learning in the Free Era of Learning for Physical Education Students Fkip Unib aims to improve soccer learning for physical education ...students at Fkip Unib using the Nike training club (NTC) application. The method used in this study is (Classroom Action Research), the results of this study are descriptive because in this study a description will be produced about the extent to which handball learning is improved by using the Nike Training Club (NTC) application for physical education students FKIP UNIB. The sample of this research is the third semester students of Physical Education Study Program, totaling 24 people. The data analysis technique used in this study is descriptive statistics in the form of percentages presented in tables or graphs. The results of this study are students can improve learning in soccer courses, this can be seen from the percentage results which show that during the pre-cycle they get an average score. -an average of 59, with 4 students getting a complete score getting a percentage of 16.70%. In the first cycle, the average score was 67.50 with 12 complete students getting a percentage of 46%. And in cycle II, it showed significant results with completeness reaching 20 students out of 24 students with an average score of 74, getting a percentage of 84%. from these results indicate that the learning outcomes of the physical education study football subject increased after learning using adobe flash was applied.
Os quatro comerciais de lançamento das campanhas da Nike para as Copas do Mundo de 2006 a 2018, e particularmente o mais extenso deles, Mandingas, para a Copa de 2010, constituem o objeto deste ...ensaio, com foco no Brasil imaginado do qual essa produção publicitária deriva. Pretende-se mostrar como a maior empresa de artigos esportivos do mundo interage com o imaginário social, num duplo sentido, tanto da busca de seus referenciais nesse imaginário como, ao mesmo tempo, de alimento e reprodução dessas construções simbólicas por meio dos filmes produzidos. Metodologicamente, a pesquisa toma por base a Hermenêutica de Profundidade, como formulada por John B. Thompson, com o suporte da análise de conteúdo e à luz mais ampla da compreensão como método. O texto espera promover a compreensão a respeito de como a publicidade pode atuar como formadora de vínculos entre a marca e o seu público, o que significa, no caso específico, com a própria nação brasileira.
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