As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and...

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,...