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Journal Articles
How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments
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Journal of Product & Brand Management (2026) 35 (4): 564–583.
Published: 17 December 2025
..., physical, social media and Web brand touchpoints. Design/methodology/approach Through five experiments, it investigates the effect of metaverse interactions on brand psychological distance. Consumer–brand interactions were manipulated within the metaverse and between the metaverse and physical, social...
