Navigating Brand Marketing in the Metaverse: Insights from Expert Kevin P. Giang Barrera

While the initial frenzy surrounding the metaverse has subsided, its potential for brand marketing remains significant. As the metaverse keeps evolving, it demands a more strategic and nuanced approach. Kevin P. Giang Barrera, a marketing researcher and instructor at Georgia State University’s J. Mack Robinson College of Business, offers valuable insights into how brands can effectively navigate this evolving landscape.

Barrera’s expertise stems from a rich academic background, encompassing a B.S. in Mechanical Engineering, an MBA from Fundação Getúlio Vargas (FGV, Brazil), and an M.S. in Marketing from Georgia State University (GSU). Currently preparing  to receive his Ph.D. degree in Business Administration from GSU this Spring 2025, Barrera’s research focuses on the intersection of emerging technologies and marketing strategy, particularly within the metaverse.

Why the Metaverse Still Matters

Despite the concerns around the metaverse’s economic viability, Barrera emphasizes the importance of brands remaining engaged in the metaverse. He argues that even with the current fragmented landscape of isolated virtual experiences, the potential for immersive engagement remains a powerful draw, especially for younger audiences. 

“As the Metaverse continues evolving into something more practical and profitable for brands, marketers need to remain in the game to stay ahead of the competition,” Barrera explains. 

Brands are already experimenting in virtual spaces like Roblox, testing the waters and connecting with Gen Z and Gen Alpha consumers. This engagement unlocks opportunities for interactive 3D events, virtual pop-up stores, and innovative product launches that transcend the limitations of physical space. Also, the integration of generative AI promises to enhance metaverse experiences with branded avatars and virtual influencers boasting a higher degree of agency.

Fashion Leads the Charge: A Case Study in Roblox

Barrera highlights the fashion industry as a leader in metaverse marketing. From branded virtual environments to AR/VR experiences and gamified ad campaigns, fashion brands have readily embraced immersive technologies. Roblox, a metaverse-like platform with a burgeoning user base, serves as a prime example, as major brands like Gucci, Nike, and Vans have established a presence on Roblox, launching creative virtual experiences. 

Gucci, in particular, has been a prolific player, collaborating with Roblox multiple times to launch themed virtual rooms, build a permanent “Gucci Town,” and partner with other brands for gamified interactions.

“With 80% of Roblox users being Gen Z or Gen Alpha, why would luxury brands like Gucci jump into this space?” Barrera asks. The answer, he suggests, lies in remaining current, building community, and expanding their ‘phygital’ strategy by linking virtual fashion to real-world launches. 

Gucci has democratized its brand by offering more accessible digital clothing compared to its physical counterparts. Nevertheless, Gucci has also captured new revenue by selling limited-edition digital accessories for even more than their real-world physical counterparts, proving that digital exclusivity holds value for certain consumers.

“And with Roblox’s massive, young global audience, brands are betting on the long run – creating early brand affinity with the tech-savvy consumers of the future,” Barrera adds.

Key Considerations for Brands Entering the Metaverse

Barrera stresses the importance of an open and explorative mindset when approaching metaverse marketing. He cautions against applying traditional marketing strategies blindly, emphasizing the need to understand the motivations driving consumers to enter virtual environments.

“Brands must approach the metaverse with an open mind, willing to explore and learn; there is no secret-recipe strategy here,” he said. “Success starts by understanding why consumers enter these virtual environments,” he advises. Whether users seek exploration, escapism, socialization, self-expression, or simply entertainment, brands must tailor their strategies accordingly.

However, the technical complexities of the metaverse often necessitate external expertise. Barrera recommends collaborating with experienced agencies and content creators who can navigate the technicalities of these digital landscapes effectively. These experts can assist brands in creating engaging and immersive experiences that resonate with metaverse users. He also mentions that having a marketing plan and marketing budget can help with brands efforts in the metaverse.

Barrera’s Contributions to the Field

Barrera’s insights are not merely theoretical. His research on the metaverse’s implications for marketing has been published in the Journal of Business Research and has garnered significant attention within the academic community. His work earned him accolades at the 2023 American Marketing Association (AMA) Winter Academic Conference, including Best Paper in Overall Conference and Best Paper in Digital & Social Media Marketing Track. His research also extends to the effects of dynamic pricing in hedonic service settings, demonstrating his broad understanding of marketing phenomena.

A Dedicated Educator and Leader

Beyond his research, Barrera is also recognized for his exceptional teaching abilities. He has earned awards for Outstanding Teaching Performance and possesses a clear passion for fostering an inclusive and supportive learning environment. He serves as a mentor and equips his students with the essential knowledge and skills to excel in their future marketing careers.

Barrera’s commitment to the marketing community extends to his leadership roles within the AMA’s Doctoral Student Special Interest Group (DocSIG) and the Marketing for Higher Education Special Interest Group (HigherEd SIG). His service as an ad hoc reviewer for esteemed journals and his recent invitation as a panelist for the 2025 AMA Winter Academic Conference further demonstrate his dedication to advancing the field of marketing.

In conclusion, Kevin Barrera’s expertise and insights provide valuable guidance for brands seeking to navigate the evolving landscape of metaverse marketing. By understanding consumer motivations, embracing experimentation, and leveraging external expertise, brands can unlock the potential of virtual worlds to connect with audiences, build brand affinity, and drive future growth. 

The metaverse may have matured beyond its initial hype, but its potential for innovative marketing strategies remains a compelling opportunity for forward-thinking brands.

Follow Kevin Giang Barrera on LinkedIn. 

Images courtesy of Unsplash and Kevin Giang Barrera.