Work

The role of immersion and digital personas in building customer loyalty in metaverse retailing

Year: 2026

Type: article

Source: Journal of Research in Interactive Marketing

DOI: 10.1108/jrim-09-2025-0544

Authors: Cheng Ma, Jiyao Xun, Zi Ye, Yi Hong

Institutions: Xi’an Jiaotong-Liverpool University, University of Liverpool

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7128673858

FWCI: 10.17

Cites: 61

Cited by: 1

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