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Keywords: Immersive technologies
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Journal Articles
Deciphering explaining mechanisms in Metaverse research: a systematic review and theoretical framework for business innovation
Available to Purchase
Journal of Research in Interactive Marketing 1–30.
Published: 22 May 2026
... a consolidated theoretical framework and hypothesis directions for future empirical work. Findings Results map the evolving landscape of Metaverse marketing research, underscoring the intersection of immersive technologies, consumer behavior, and strategic marketing innovation. Eight dominant themes emerged...
Includes: Supplementary data
