Next Generation Marketing Channels: Typology, Strategic Implications, and the 6V Framework

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dc.bibliographicCitation.endPage590
dc.bibliographicCitation.issue3
dc.bibliographicCitation.startPage576
dc.bibliographicCitation.volume28
dc.contributor.authorZupok, Sebastian
dc.contributor.authorKapała, Michał
dc.date.accessioned2025-12-19T08:42:59Z
dc.date.issued2025
dc.description.abstractPurpose: This article proposes and applies the 6V Framework to conceptualize and evaluate next-generation marketing channels in the digital economy. It aims to understand how emerging formats—such as voice commerce, immersive AR/VR environments, retail media networks, and Web3-based platforms—are reshaping customer engagement, brand experience, and value creation. Design/Methodology/Approach: Building on an extensive literature review and theoretical synthesis, the paper introduces the 6V Framework, consisting of six analytical dimensions: Value, Velocity, Visibility, Verifiability, Virtuality, and Vulnerability. The framework is applied to an in-depth case study of Nike .Swoosh, supported by a comparative evaluation of other leading platforms (e.g., Adidas, Gucci, Starbucks) to illustrate strategic patterns and innovation trajectories. Practical Implication: The article provides marketers, strategists, and digital transformation leaders with a practical framework for analyzing, designing, and governing complex marketing environments. It supports decision-making regarding channel investments, user experience design, and ethical risk management in data-rich, technology-driven contexts. Originality/Value: In contrast to legacy models focused on linear transactions and control, the 6V Framework captures the dynamic, participatory, and decentralized nature of modern marketing channels. It offers a novel conceptual lens for assessing strategic and operational implications of digital channel innovation.pl
dc.identifier.citationZupok, S., Kapała, M. (2025). Next Generation Marketing Channels: Typology, Strategic Implications, and the 6V Framework. European Research Studies Journal, 28(3), 576-590. https://ersj.eu/journal/4062
dc.identifier.doi0.35808/ersj/4062
dc.identifier.issn1108-2976
dc.identifier.issn3057-4331
dc.identifier.urihttps://repozytorium.wsb-nlu.edu.pl/handle/11199/10747
dc.language.isoen
dc.relation.ispartofEuropean Research Studies Journal
dc.rightshttp://purl.org/coar/access_right/c_14cb
dc.subjectnext-generation marketing channelsen
dc.subjectdigital ecosystemsen
dc.subjectimmersive commerceen
dc.subjectWeb3en
dc.subjectAIen
dc.subject6V Frameworken
dc.subjectNike.Swooshen
dc.titleNext Generation Marketing Channels: Typology, Strategic Implications, and the 6V Framework
dc.typeArticle

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