Metaverse technologies in product management, branding and communications: virtual and augmented reality, artificial intelligence, non-fungible tokens and brain-computer interface

Abstract

Purpose – To examine the effects of the metaverse on firms’ marketing activities. Design/methodology/approach – A conceptual paper. Findings – It provides evidence of the growing importance of different value capture mechanisms in the metaverse. Originality/value – Among the first articles on this topic.