Metaverse: A Friend or a Foe for Brand Experience?

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dc.contributor.authorNevzat, Raziye
dc.date.accessioned2026-02-06T18:28:34Z
dc.date.issued2024
dc.departmentDoğu Akdeniz Üniversitesi
dc.description8th International XR-Metaverse Conference -- JUN 28-30, 2023 -- Las Vegas, NV
dc.description.abstractMetaverse has been a challenging topic for brands that strive to offer an immersive experience to its users. Businesses have prioritized the user experience and brand experience on digital platforms in recent years, however the fast-rising attempts ofmetaverse brand experience have not been thoroughly scrutinized. This paper presents a thematic analysis through a literature review to inspect whether metaverse enhances transient or a long-term brand experience by reviewing current metaverse brand scales and measurements.
dc.identifier.doi10.1007/978-3-031-50559-1_4
dc.identifier.endpage57
dc.identifier.isbn978-3-031-50561-4
dc.identifier.isbn978-3-031-50559-1
dc.identifier.issn2198-7246
dc.identifier.issn2198-7254
dc.identifier.scopus2-s2.0-85184122333
dc.identifier.scopusqualityQ4
dc.identifier.startpage47
dc.identifier.urihttps://doi.org/10.1007/978-3-031-50559-1_4
dc.identifier.urihttps://hdl.handle.net/11129/10991
dc.identifier.wosWOS:001259724700004
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherSpringer International Publishing Ag
dc.relation.ispartofXr and Metaverse, Xr-Metaverse Conference 2023
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WoS_20260204
dc.subjectMetaverse
dc.subjectVirtual experience
dc.subjectBrand experience
dc.subjectLong-term brand experience
dc.subjectBrand experience scale
dc.titleMetaverse: A Friend or a Foe for Brand Experience?
dc.typeConference Object

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