Managing Metaverse Retailing: Branding, Channel and Consumer Journey

Jiyao Xun; Xiaowei Fan; Weihan Liang; Cheng Ma

doi:10.4018/979-8-3693-6376-8.ch003

Managing Metaverse Retailing: Branding, Channel and Consumer Journey

Jiyao Xun, Xiaowei Fan, Weihan Liang, Cheng Ma

Xi'an Jiaotong-Liverpool University

Research output: Chapter in Book or Report/Conference proceeding › Chapter › peer-review

1 Citation (Scopus)

Abstract

Metaverse retailing encapsulates commercial endeavors conducted within virtual reality environments online, facilitating comprehensive trading and experiential processes. This definition spans a spectrum of retail activities within the virtual realm, presenting an extension of established e-commerce and social commerce channels. Its potential to profoundly influence metaverse market segmentation, positioning strategies, and target market selection warrants a thorough examination. This chapter endeavors to prospectively explore the realms of branding, channels, and consumer journeys within the landscape of metaverse retailing.

Original language	English
Title of host publication	Exploring Practice-Led Research for Professional Development
Publisher	IGI Global
Pages	65-100
Number of pages	36
ISBN (Electronic)	9798369363782
ISBN (Print)	9798369363768
DOIs	https://doi.org/10.4018/979-8-3693-6376-8.ch003
Publication status	Published - 1 Jan 2025

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Managing Metaverse Retailing: Branding, Channel and Consumer Journey

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