Gamification is the act of applying game-design elements to transform activities, products,
services, and systems in a way that provides the kind of experiences similar to those offered …

Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …

Purpose This study's aim was to investigate the role of the perceived values of gaming on
consumers' perceptions of brands as cool as well as the impacts on the consumer–brand …

The Metaverse is a podium of user mesmerizing interactions in the virtual world with the
support of the Internet, software, and hardware required to create the exceptional immersive …

The manuscript was prepared to conduct a thorough analysis and deepen the
understanding of sustainable food production and diets within the context of the challenges …

Purpose A gamification approach uses game components in non-game services to increase
customer engagement and loyalty. This study aims to investigate the relationships between …

Purpose This study is among the first to integrate the technology acceptance model (TAM)
and value-based adoption model (VAM) in the context of augmented reality (AR) shopping. It …

Limited research investigates consumers' perceptions of partnerships between luxury
brands and online in-games. Based on the Signaling Theory, this study, first, examines how …

Purpose In the recent past, gamification has been recognized as an effective tool for
engaging customers. However, there is limited research to explain luxury consumers' …

Why do fashion brands enter the metaverse when the benefits of using this virtual reality
space are not yet clear to the industry? What motivates them to venture into the complex …