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
University of North Carolina Greensboro, Greensboro, North Carolina
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.