In this chapter, the main study focus will be on the emerging opportunities and challenges to
the metaverse in digital marketing domain and will provide more detailed scoping review of …

The metaverse can be defined as a seamlessly interconnected digital universe promising a
revolution in the ways how consumer brands and firms will be interacting and transacting in …

With the widespread adoption of Metaverse for digital marketing purposes, a debate has
flourished about the opportunities it offers to both customers and marketing companies. To …

Purpose: With the emergence of the new technological innovation–'Metaverse,'a
fundamental change has been witnessed in the marketing arena with a deeper connection …

The widespread adoption of the metaverse has generated significant discussions within the
marketing community about the challenges and opportunities it presents for consumer …

Purpose This study aims to present and explain the concept of Metaverse, which will
revolutionize nearly every industry and can be regarded as the 3D version of the internet …

The rapid development of digital marketing in recent years has brought the virtual world
called Metaverse to the fore. In a virtual world similar to the real world, a virtual and …

This paper defines the Metaverse in the business environment using a holistic lens,
highlighting opportunities and challenges. The research is based on a systematic literature …

Modern society is seeing a fast uptick in technology adaptation and incorporation. The
development of the internet and other modern devices has made it possible for systems to …

The metaverse is emerging from the amalgamation of augmented and virtual reality. Given
the novelty and recency of the metaverse and its potential implications for marketing, this …