Metaverse technologies in product management, branding and communications: virtual and augmented reality, artificial intelligence, non-fungible tokens and brain-computer interface

Purpose – To examine the effects of the metaverse on firms’ marketing activities.Design/methodology/approach – A conceptual paper.Findings – It provides evidence of the growing importance of different value capture mechanisms in the metaverse.Originality/value – Among the first articles on this topi...

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Veröffentlicht in:	Central European Management Journal 2023-11, Vol.31 (4), p.511-521
1. Verfasser:	Kshetri, Nir
Format:	Artikel
Sprache:	eng
Schlagworte:	Artificial intelligence Augmented reality Brain research Brand loyalty Business communications Business Economy / Management Consumers Customers Electronic commerce Games ICT Information and Communications Technologies Marketing Metaverse Non-fungible tokens Product development Product management Product reviews Shopping Social entrepreneurship Virtual reality
Online-Zugang:	Volltext
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Beschreibung
Zusammenfassung:	Purpose – To examine the effects of the metaverse on firms’ marketing activities.Design/methodology/approach – A conceptual paper.Findings – It provides evidence of the growing importance of different value capture mechanisms in the metaverse.Originality/value – Among the first articles on this topic.
ISSN:	2450-7814 2658-0845 2450-8829 2658-2430
DOI:	10.1108/CEMJ-08-2023-0336