Metaverse – the new marketing universe Hollensen, Svend; Kotler, Philip; Opresnik, Marc Oliver
Journal of business strategy/The journal of business strategy,
04/2023, Volume:
44, Issue:
3
Journal Article
Peer reviewed
Open access
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.
•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.
•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.
Background: No study has documented the species composition of Nike fish (fam: Gobiidae) schools. The aim of this study is to document the species composition of the Nike-fish schooling.
Methods: All ...samples were collected randomly from fisher's catch during the fishing season on 5
th-11
th October 2018 at macrotidal area in Leato. Then, all specimens were identified morphologically by melanophore pattern differences. Subsequently, all identified-samples by melanophores pattern differences were sent to the genetic laboratory for identification.
Results: The morphological results show there are five individuals with a different melanophores pattern. On the contrary, the genetic results only show four species from those five individuals. They are
Sicyopterus pugnans,
S. cynocephalus,
Belobranchus segura, and
Bunaka gyrinoides.
Conclusions: Our findings show that there are only four species that compose the Nike fish schooling in Gorontao Bay. They are
Sicyopterus pugnans,
Sicyopterus cynocephalus,
Belobranchus segura, and
Bunaka gyrinoides.
Using a unique data set based on factory audits of working conditions in over 800 of Nike's suppliers across 51 countries over the years 1998-2005, the authors explore whether monitoring for ...compliance with corporate codes of conduct-currently the principal way both global corporations and labor rights non-governmental organizations (NGOs) address poor working conditions in global supply chain factories-achieved remediation, as indicated by improved working conditions and stepped-up enforcement of labor rights. Despite substantial efforts and investments by Nike and its staff to improve working conditions among its suppliers, monitoring alone appears to have produced only limited results. However, when monitoring efforts were combined with other interventions focused on tackling some of the root causes of poor working conditions-in particular, by enabling suppliers to better schedule their work and to improve quality and efficiency-working conditions seem to have improved considerably.
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