"Unlocking the impact of brand engagement in the metaverse on Real-World ..."

Ruchi Payal, Nitika Sharma, Yogesh K. Dwivedi (2024)

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DOI: 10.1016/J.ELERAP.2024.101381

access: open

type: Journal Article

metadata version: 2024-12-09

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Ruchi Payal, Nitika Sharma, Yogesh K. Dwivedi:
Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform. Electron. Commer. Res. Appl. 65: 101381 (2024)

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