Digital doppelgänger: navigating consumer brand engagement in the metaverse
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DOI: 10.1108/jrim-07-2024-0344
Abstract: PurposeBrands are seizing their latitude in the metaverse – this study conceptualizes a digital doppelgänger as the sense of embodiment of the physical person and unpacks their effect on consumer brand engagement by examining the… read more here.
Keywords: digital doppelg; consumer brand; brand; doppelg nger ... See more keywords