The term metaverse refers to a collective virtual shared space created by the convergence of virtually enhanced physical reality and physically persistent virtual space, including the sum of all virtual worlds, augmented reality, and the internet. In the context of marketing, the metaverse can be thought of as a new platform for brands to engage with consumers and create immersive, interactive experiences. Brands can use the metaverse to create virtual events, product demonstrations, and other interactive experiences that allow consumers to engage with the brand in a more meaningful way. The metaverse offers new and exciting opportunities for brands to connect with consumers and create engaging, interactive experiences that drive brand awareness and loyalty. As a result, more research is needed to provide reliable and accurate data on Metaverse in marketing. This study aims to assess the challenges and opportunities, thus building a frame of reference on metaverse in marketing.