...Belén Maldonado-López; Pablo Ledesma-Chaves; Eloy Gil-Cordero Purpose Given the scarce research on the intention to use the metaverse by higher education students in the marketing field and since the introduction of the metaverse brings a new dimension to consumer interaction, the purpose...

... focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets, with little research exploring emerging markets such as Thailand. Design/methodology/approach Semi-structured interviews were conducted with student recruitment practitioners from regional...