Metaverse technologies in product management, branding and communications: virtual and augmented reality, artificial intelligence, non-fungible tokens and brain-computer interface

Abstract

PurposeTo examine the effects of the metaverse on firms’ marketing activities.Design/methodology/approachA conceptual paper.FindingsIt provides evidence of the growing importance of different value capture mechanisms in the metaverse.Originality/valueAmong the first articles on this topic.