Chapter 9: Leveraging Influencer Marketing in the Enterprise Metaverse: Redefining Connections and Driving Engagement

The revolutionary artistic and cultural movement known as Surrealism, which began in the 1920s, produced revolutionary paintings as well as philosophical writings, novels, and sculptures. The development of the metaverse almost a century later offers a chance to elevate surrealism to new heights because of its defiance of physical laws. This possible independence, however, might be constrained by the massive market power held by the influential businesses that make up the metaverse. The oligopoly that often resulted from early provider rivalry on social media platforms limited user choice and enabled dominant companies to prioritize profit-driven solutions. Unfair starting conditions may make it challenging for independent creators to compete with established giants, even when they are actively building their own Metaverse visions. Like social media, the Metaverse is more likely to have an oligopolistic structure since it relies on a critical mass of active users and service providers, including both public and private entities. The promise and risks of the metaverse are investigated in this study using an interdisciplinary method that integrates viewpoints from the domains of literature, economics, psychology, and art. It emphasizes the comprehensive integration of diverse points of view and examines the potential societal impacts of this new digital arena. The fact that the metaverse is still largely conceptual and relatively new means that there is also a dearth of academic research. One of the major objectives of this chapter is to create scholarly discussion on the topic.