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

Summary/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.

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