August 2026 Academic Seminar: New Perspectives on Metaverse Marketing and Employer Branding
On the afternoon of August 3, 2026, the Faculty of Business Administration (FBA), Ton Duc Thang University, held its August 2026 Academic Seminar, attended in person by the Faculty’s leadership and academic staff. The program featured two research presentations on Metaverse Marketing and employer branding.
Opening the seminar, presenter Vu Nguyen Tram Anh introduced a study employing a systematic literature review and the TCCM framework to analyze 179 articles published between 2010 and 2023 and indexed in Web of Science and Scopus. The findings revealed that existing research primarily focuses on consumer behavior and engagement, brand experience and virtual commerce, technology acceptance, and ethical, privacy, and security concerns.
The Metaverse offers significant opportunities to enhance customer experiences through virtual reality, augmented reality, artificial intelligence, blockchain, and non-fungible tokens, particularly in tourism, education, retail, entertainment, and hospitality. Nevertheless, businesses must also consider implementation costs, data security, and users’ readiness to adopt these technologies.
Following the first presentation, Dr. Le Thi Nguyen presented a study involving 386 second-year MBA students seeking employment at three business schools in India. Exploratory factor analysis and structural equation modeling were employed to test the proposed research model.
The findings identified four dimensions of employer branding: work culture, salary and benefits, ethics and corporate social responsibility, and diversity. The first three dimensions positively influenced person–organization fit, whereas diversity did not demonstrate a statistically significant effect.
Person–organization fit was found to mediate the relationship between employer branding and workplace choice, while social media further strengthened this relationship. The study suggests that organizations should foster a positive working environment, offer competitive compensation and benefits, and communicate their organizational values authentically through social media.
The seminar concluded with discussions on approaches to measuring Metaverse experiences, the relationship between the Metaverse and artificial intelligence, and the technological risks associated with implementation. Participants also examined the selection of students as respondents in employer-branding research. Although they may have limited work experience, final-year students have begun seeking employment and developing perceptions of prospective employers.
These discussions contributed to connecting the research findings with practical issues in marketing and human resource management.
#TDTU #FBATDTU #AACSB #Research #Innovation #MetaverseMarketing #EmployerBranding
