... tools in areas such as digital art, collectibles and entertainment (Bala, 2024). Furthermore, NFTs can be leveraged in luxury brand marketing in the metaverse to influence consumer behavior (Sung et al., 2023) and transform brand communication through the attributes of NFTs, emphasizing...

...Shizhen Bai; Jiamin Zhou; Chunjia Han; Mu Yang; Brij B. Gupta; Varsha Arya; Dingyao Yu Purpose The metaverse is one of the latest developments in e-commerce and is a new business tool for business growth. The purpose of this study is to investigate the relationship between avatar facial maturity...

...Francesco Di Paolo; Ilaria Mancuso; Debora Bettiga; Lucio Lamberti; Antonio Messeni Petruzzelli; Umberto Panniello Purpose The huge curiosity and the imitation effect that the metaverse generates among companies lead towards the first experiments touching all the main processes of the organization...