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The merchants of meta: A research agenda to understand the future of retailing in the metaverse

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  • Yoo, Kiwoong
  • Welden, Roman
  • Hewett, Kelly
  • Haenlein, Michael

Abstract

Due to rapid technological developments, the metaverse is quickly garnering attention from all areas of retailing. With a projected market of $800 billion by 2024, the metaverse is expected to radically reshape retailing in the digital world. However, very little is known about the metaverse from a customer, retailer, or brand perspective.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jouret:v:99:y:2023:i:2:p:173-192
    DOI: 10.1016/j.jretai.2023.02.002
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    References listed on IDEAS

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    Cited by:

    1. Shuya Lu & Ofer Mintz, 2023. "Marketing on the metaverse: Research opportunities and challenges," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 151-166, June.

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