Purpose The purpose of this paper is to conceptualize virtual influencer marketing, outlining
the opportunities and dangers associated with using virtual influencers in social media …

The metaverse connects the physical and digital worlds to improve the consumer
experience, but little is known about how consumers respond to branded virtual worlds in …

This review aims to examine the latest research on online customer experience (OCE),
which can be defined as consumer's cognitive, emotional, and behavioral response to …

Purpose High-street fashion retail faces an uncertain future because of fluctuating consumer
shopping habits. To revive fashion retailers, adopting disruptive technologies such as virtual …

Virtual scenarios have brought intriguing enhancements to the in‐reality experiences of
individuals, and a paradigm of embodiment, rather than disembodiment, has evolved …

Virtual reality (VR) is an exciting technology that offers great promise as a novel promotional
tool. The notion that promotional tools can signal brand quality to consumers is supported in …

Purpose This paper aims to explores the escapist journey that consumers embark on to
reduce self-discrepancy, from the motivation to satisfy personal goals to the fulfilment of …

Purpose This study aims to provide a conceptual framework for exploring the relationship
between online game product engagement and online brand community engagement and …

Purpose The purpose of this paper is to explore the benefits of co-creation/co-design using
extended reality (XR) technologies during the initial stages of the design process. A review …

Purpose Playing video gaming is one of the most popular forms of leisure activities. This
study looks into a specific video game genre, under the category of Multiplayer Online Battle …