'Metaverse winter' - Is the hype already over?

Article only available in German.

Abstract: How do brands position themselves in the digital space? What needs to be considered when managing brands in the metaverse? One thing is clear: the successful combination of virtual and physical space offers opportunities for brands. However, it requires a new way of thinking. In a qualitative interview study, the Nuremberg Institute for Market Decisions (NIM) examined how marketing managers of top B2C brands from Europe and the USA assess the opportunities and challenges of virtual worlds for marketing.