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Metaverse retail: Pioneering research avenues for tomorrow's marketplace

Author

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  • Klaus, Phil
  • Manthiou, Aikaterini

Abstract

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.

Suggested Citation

  • Klaus, Phil & Manthiou, Aikaterini, 2024. "Metaverse retail: Pioneering research avenues for tomorrow's marketplace," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s096969892400078x
    DOI: 10.1016/j.jretconser.2024.103782
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    References listed on IDEAS

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    1. Yoo, Kiwoong & Welden, Roman & Hewett, Kelly & Haenlein, Michael, 2023. "The merchants of meta: A research agenda to understand the future of retailing in the metaverse," Journal of Retailing, Elsevier, vol. 99(2), pages 173-192.
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