Work

Metaverse technologies in product management, branding and communications: virtual and augmented reality, artificial intelligence, non-fungible tokens and brain-computer interface

Year: 2023

Type: article

Abstract: Purpose To examine the effects of the metaverse on firms’ marketing activities. Design/methodology/approach A conceptual paper. Findings It provides evidence of the growing importance of different value capture mechanisms in the metaverse. Originality/value Among the first articles on this topic.

Source: Central European Management Journal

DOI: 10.1108/cemj-08-2023-0336

Author: Nir Kshetri

Institution: University of North Carolina at Greensboro

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4388323547

FWCI: 5.289

Cites: 17

Cited by: 20

Related to: 10