Metaverse retail: Pioneering research avenues for tomorrow's marketplace

Phil Klaus and Aikaterini Manthiou

Journal of Retailing and Consumer Services, 2024, vol. 78, issue C

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.

Keywords: Metaverse; Metaverse retail; Research agenda; Virtual retailing; Digital worlds (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:78:y:2024:i:c:s096969892400078x

DOI: 10.1016/j.jretconser.2024.103782

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