Journal
CENTRAL EUROPEAN MANAGEMENT JOURNAL
Volume -, Issue -, Pages -Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/CEMJ-08-2023-0336
Keywords
Augmented reality; Virtual reality; Metaverse
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This paper aims to examine the effects of the metaverse on firms' marketing activities and provides evidence of the growing importance of different value capture mechanisms in the metaverse.
PurposeTo examine the effects of the metaverse on firms' marketing activities.Design/methodology/approachA conceptual paper.FindingsIt provides evidence of the growing importance of different value capture mechanisms in the metaverse.Originality/valueAmong the first articles on this topic.
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