...Yan Li; Wei Chen; Jianxin Liu Purpose Metaverse is regarded as a virtual reality world driven by various scientific and technological advancements. The metaverse is bringing profound changes to enterprise marketing. This study aims to explore consumers’ value expectations and risk perceptions...

...Teck Weng Jee; Si-Di Zhao; Gabriel Wei-En Wee; Hassan D Kalantari; Garry Wei-Han Tan Purpose This study aimed to examine consumers’ impulse purchases of luxury products in the metaverse, specifically by exploring how consumers’ motivational and emotional experiences affect virtual luxury product...

... Emerald Publishing Limited Licensed re-use rights only Metaverse NFT Fashion industry Fashion brand Digital fashion The digital revolution, epitomized by the rise of the Metaverse and non-fungible tokens (NFTs), is reshaping the fashion industry, presenting unprecedented marketing...

...Xiaolei Yu; Xuxiang Cheng; Kyung Hoon Kim; Huanzhang Wang Purpose This study aims to explore how perceived usefulness and perceived ease of use affect users' sensory experience and behavioral experience in the metaverse context, and explore the significance of building a metaverse platform...

...Tri Dang Quan; Garry Wei-Han Tan; Eugene Cheng-Xi Aw; Tat-Huei Cham; Sriparna Basu; Keng-Boon Ooi Purpose The main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context. Design/methodology/approach Grounded in purposive...

..., the metaverse has presented opportunities and disruptions to every stakeholder, including individual users and organizations. This article aims to offer valuable perspectives on six identified critical areas that the metaverse could significantly impact: marketing ethics, marketing communication, relationship...

...Juran Kim; Joonheui Bae Purpose This study aims to examine the effect of actual and persona self-congruence on luxury brand attachment and the effects of luxury brand attachment on attitude toward luxury brands and purchase intentions using empirical data on Metaverse users. Design/methodology...