Technology is changing the way customers and companies interact. How consumer purchasing behavior is affected by the use of technologies which enable them to purchase independently of direct service employee contact - i.e., by shopping via a technological interface rather than in a...

The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty in the virtual shopping in the metaverse. By examining the relationship between consumers' self-concept and their engagement with brands in the virtual shopping environment,...