The Role of Immersion and Digital Personas in Building Customer Loyalty in Metaverse Retailing

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

Original language	English
Journal	Journal of Research in Interactive Marketing
Publication status	Accepted/In press - 7 Jan 2026

Cite this

@article{658f11d93854494481dd6dc070dcbb95,

title = "The Role of Immersion and Digital Personas in Building Customer Loyalty in Metaverse Retailing",

author = "Cheng Ma and Jiyao Xun and Zi Ye and Yi Hong",

year = "2026",

month = jan,

day = "7",

language = "English",

journal = "Journal of Research in Interactive Marketing",

issn = "2040-7122",

publisher = "Emerald Publishing",

}