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

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.

Automated summary

This paper aims to examine the effects of the metaverse on firms' marketing activities and provides evidence of the growing importance of different value capture mechanisms in the metaverse.