Central European Management Journal

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

Kshetri, Nir

University of North Carolina Greensboro, Greensboro, North Carolina

148.75 KB



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
Originality/value – Among the first articles on this topic.


Journal Central European Management Journal 
Volume 31 
Issue 4 
Issue date 9/2023 
Type Article 
Language en
Pagination 511-521
DOI 10.1108/CEMJ-08-2023-0336
ISSN 2658-0845
eISSN 2658-2430