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Metaverse retail: Pioneering research avenues for tomorrow's marketplace

Author

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  • Klaus, Phil
  • Manthiou, Aikaterini

Abstract

The allure of escaping reality and immersing oneself in the metaverse is increasingly captivating consumers, marking a trend that is poised to endure. Despite the metaverse's potential as a retailing powerhouse, its empirical conceptualization, interpretation, and portrayal of impacts on consumers remain in a nascent stage within current literature. This article charts unexplored research paths, providing invaluable guidance to marketers and researchers navigating the metaverse as a virtual retailing realm.

Suggested Citation

  • Klaus, Phil & Manthiou, Aikaterini, 2024. "Metaverse retail: Pioneering research avenues for tomorrow's marketplace," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s096969892400078x
    DOI: 10.1016/j.jretconser.2024.103782
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    References listed on IDEAS

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    1. Yoo, Kiwoong & Welden, Roman & Hewett, Kelly & Haenlein, Michael, 2023. "The merchants of meta: A research agenda to understand the future of retailing in the metaverse," Journal of Retailing, Elsevier, vol. 99(2), pages 173-192.
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    Cited by:

    1. Ghosh, Soumili & Behera, Rajat Kumar & Bala, Pradip Kumar & Rana, Nripendra P., 2025. "Adverse impacts of metaverse-induced cognitive biases on the immersive shopping experience: A conceptual model developed from a qualitative approach," Technology in Society, Elsevier, vol. 82(C).
    2. Simonetti, Aline & Bigne, Enrique & Rico Navas, Luis Fernando, 2025. "Consumer brand choice in the metaverse: Exploring personal and social factors," Technological Forecasting and Social Change, Elsevier, vol. 213(C).
    3. Bakeshloo, Khashayar Afshar & Agnihotri, Raj & Mohammadzadeh, Mohammad, 2025. "Metaverse and B2B marketing: untapped research opportunities," Journal of Business Research, Elsevier, vol. 200(C).
    4. Hu, Lala & Olivieri, Mirko & Giovannetti, Marta & Cedrola, Elena, 2025. "The retail strategies of luxury fashion firms in the metaverse: Enhancing brand experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    5. Aiolfi, Simone & Luceri, Beatrice, 2024. "See you on the Metaverse: A bibliometric expedition through the Metaverse landscape," Technological Forecasting and Social Change, Elsevier, vol. 207(C).
    6. Pillai, Rajasshrie & Sivathanu, Brijesh & Rana, Nripendra P., 2025. "Unveiling virtual interactive marketplaces: Shopping motivations in the Metaverse through the lens of uses and gratifications theory," Journal of Business Research, Elsevier, vol. 190(C).
    7. Papadopoulos, Thanos & Pattanayak, Sirsha & Ramkumar, M., 2025. "Exploring the impact of metaverse adoption on sustainability outcomes in retail organizations: A dynamic capabilities view perspective," Technological Forecasting and Social Change, Elsevier, vol. 217(C).

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