Segmentation of passengers on the autism spectrum in their use, preferences and acceptance of digital technology at airports in Spain

Abstract

Purpose

The present paper answers two significant questions: (1) What are the relative consumer and firm-level effects of marketing through metaverse compared to conventional marketing endeavors? (2) What are the current trends in utilizing the metaverse as reported in the recent literature?

Design/methodology/approach

This study employs a systematic literature review methodology, utilizing a Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) flowchart to synthesize existing research. Thirty-five articles written in English were selected and analyzed from two databases, Web of Science and EBSCO Host.

Findings

The findings indicate that consumer-level effects of the metaverse include consumer loyalty and brand attachment. The firm-level benefits are decentralization and cost reductions. The paper proposes a framework indicating variables that could attenuate or enhance the association between immersive components of the metaverse and their resultant effects.

Originality/value

This study contributes to understanding the role of metaverse in marketing practices related to the marketing mix components. The study conceptualizes a novel framework for the metaverse and its resultant effects.

Citation

Cerdan Chiscano, M. and Darcy, S. (2024), "Segmentation of passengers on the autism spectrum in their use, preferences and acceptance of digital technology at airports in Spain", Journal of Enabling Technologies, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JET-09-2023-0031