Identifying and Prioritizing Key Branding Factors in the Pharmaceutical Industry in Metaverse: An Integrated DEMATEL-ANP Approach

Abstract

The purpose of this study was to identify the key factors playing a role in branding the pharmaceutical industry in Metaverse. The statistical population of study included a group of experts in the field of branding of the pharmaceutical industry and Metaverse. This research was conducted in two phases, qualitative and quantitative. In the qualitative phase, the theme analysis method was used to identify the factors. In the quantitative phase, integrated DEMATEL-ANP approach and Excel and Super Decisions software were used to prioritize the factors. Finally, the study identified and prioritized seven key factors. According to the research results, the first three factors were flexibility in using ever-changing formats, pharmaceutical companies use advanced 3D Analytics and Data in branding process design, and integrate users' brand experience in the real and virtual world, respectively.