Metaverse retail: Pioneering research avenues for tomorrow's marketplace

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Metaverse retail: Pioneering research avenues for tomorrow's marketplace

Klaus, Phil; Manthiou, Aikaterini

Journal of retailing and consumer services, 20/May , Volume: 78

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The allure of escaping reality and immersing oneself in the metaverse is increasingly captivating consumers, marking a trend that is poised to endure. Despite the metaverse's potential as a retailing powerhouse, its empirical conceptualization, interpretation, and portrayal of impacts on consumers remain in a nascent stage within current literature. This article charts unexplored research paths, providing invaluable guidance to marketers and researchers navigating the metaverse as a virtual retailing realm.

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