Wannow, Stefanie; Beck, Chiara - In: PraxisWISSEN Marketing 8 (2023) 01/2023, pp. 57-76
Companies from diverse industries, such as gaming, travel, and retail, have started to explore emerging marketing opportunities in the Metaverse. However, there is great uncertainty regarding effective strategies in this new "world". As research is still in its infancy, we aim to contribute to a...