Marketing de empresas gastronómicas en el Metaverso: estado actual y perspectiva
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Gracias al desarrollo de las Redes Sociales (RRSS) los negocios gastronómicos tienen la posibilidad de potenciar su ámbito de actuación, creando su propia comunidad online y a la vez cautivando la atención de la audiencia general que se puede convertir en seguidores y consumidores. El metaverso puede ser utilizado como una nueva herramienta de marketing que las empresas podrían explotar para el crecimiento de sus ventas a través del empleo de estrategias de marketing en el mismo. Así, se generarían experiencias de marca empleando la realidad virtual que fomentarían el auge de las marcas, permitiendo a los consumidores explorarlas de forma más inmersiva en el mundo virtual. El presente estudio plantea una revisión de la bibliografía sobre el metaverso para plantear, posteriormente, un análisis de casos destacados de empresas gastronómicas y de alimentación en el metaverso.
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