Symbiosis Institute of Business Management (SIBM), Pune, has been hosting a dynamic seminar series titled 'The Digital Future for Business & Society: Emerging Perspectives on The Metaverse' in collaboration with Swansea University, UK. The primary goal of this series is to delve into the potential metaverse transformations and their profound impact on various aspects of business and society. Dr. Emmanuel Mogaji from Keele Business School, Keele University, UK, delivered an engaging presentation in the tenth seminar of this ongoing series, contributing his expertise to the discussion. The presentation focused on the intriguing topic of "Advertising and Media Planning in the Metaverse: A Theoretical Foundation for Advertising Research and Practice," which provided insights into the challenges and opportunities in this rapidly evolving digital landscape.
Dr. Emmanuel Mogaji is an Associate Professor of Marketing at Keele Business School, Keele University in the United Kingdom. His research focuses on the ABCDEs of marketing: advertising, branding, communication, digital, and ethics, with a particular focus on transportation, education, and financial (TEF) services. He has written peer-reviewed journal articles, edited special issues and books, and spoken at numerous national and international conferences. His co-authored editorial introduced the concept of immersive time (ImT), which is defined as the conscious, deliberate, and dedicated time spent using a headset and other accessories to engage in the metaverse on a continuous basis. His work has been published in the International Journal of Information Management, Industrial Marketing Management, Technological Forecasting & Social Change, European Journal of Marketing, Journal of Consumer Behaviour, Journal of Services Marketing, and other journals of Services Marketing, International Journal of Bank Marketing, and Telematics and Informatics. His research on financial services marketing has won the Emerald Literati Award. He is the author of many textbooks, including Brand Management, published by Palgrave, and Introduction to Advertising and Digital Consumer Management, both published by Routledge. He has also co-edited 12 books on higher education, green, and fashion marketing.
During the captivating seminar, Dr. Emmanuel Mogaji focused on the potential of the Metaverse for advertisers. He delved into advertising, media planning, and buying within the Metaverse through an integrative literature review, establishing a conceptual framework for research and practice. He also identified key stakeholders and investigated the opportunities and challenges associated with managing virtual media spaces. During the seminar, he also discussed practical recommendations for stakeholders in this field. He emphasized the importance of understanding the dynamics between message, user base, and evolving platforms, as well as evaluating ads and interoperability. This seminar was informative and provided valuable insights for media planners, Metaverse marketers, and brands entering this new frontier.
Professor Ramakrishnan Raman, Director of SIBM Pune, expressed his enthusiasm for the seminar series, emphasizing its role in investigating the various aspects of the metaverse and their impact on various sectors and society. The series gives experts, academics, and industry professionals a platform to delve into the ever-expanding metaverse landscape. The next seminar, scheduled for September 20, 2023, will feature Professor Jooyoung Kim from the University of Georgia in the United States, who will discuss "The Symbiotic Relationship Between the Metaverse and Advertising." This upcoming seminar is expected to provide valuable insights into the metaverse's marketing potential. Those interested should register for the event at https://tinyurl.com/seminarseries-11. Professor Yogesh K Dwivedi, Professor of Digital Marketing and Innovation at the School of Management, Swansea University, Wales, UK; Dr Laurie Hughes, Senior Lecturer in the Strategic Operations Group, School of Management, Swansea University, Wales, UK; and Prof. Dr Ramakrishnan Raman, Director of SIBM-Pune, Dean of Faculty of Management, Symbiosis International (Deemed University), and Director - Strate The Digital Marketing and Analytics SIG Academy of Marketing, Grenoble IAE-Graduate School of Management - a Grenoble INP school of the University of Grenoble Alpes, The e-Business and e-Government SIG British Academy of Management, and The UK Academy for Information Systems are all supporting this seminar series (UKAIS). The seminar is presided over by Dr Vinod Kumar, Associate Professor, SIBM Pune, and Dr Anabel Gutiérrez Senior Lecturer in Digital Marketing at Royal Holloway, University of London.
