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

Citations

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Cited by:

  1. TANASE, George Cosmin, 2025. "Retail Surveillance: From Consumers’ Interaction to the Process of Data Extraction In-store and Online," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 16(3), pages 30-36, September.
  2. Xin, Baogui & Song, Yaping & Tan, Hui & Peng, Wei, 2025. "Sustainable digital fashion in a metaverse ecosystem," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
  3. Rahman, Syed Mahmudur & Chowdhury, Noman H. & Bowden, Jana Lay-Hwa & Carlson, Jamie, 2025. "Metaverse platform attributes and customer experience measurement," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
  4. Gandhi, Mohina & Gaur, Aakanksha & Kar, Arpan Kumar & Dwivedi, Yogesh K., 2024. "Crafting user experiences in the metaverse: A design science study," Technological Forecasting and Social Change, Elsevier, vol. 209(C).
  5. Zhang, Yunen & Shao, Wei & Quach, Sara & Thaichon, Park & Li, Qianmin, 2025. "VR retailing: When and why immersion pays off," Journal of Retailing, Elsevier, vol. 101(3), pages 348-365.
  6. Bazi, Saleh & Hajawi, Doa'a, 2025. "Customer inspiration in the metaverse: Antecedents, mechanisms, and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
  7. Shahzad, Khuram & Ashfaq, Muhammad & Zafar, Abaid Ullah & Basahel, Sarah, 2024. "Is the future of the metaverse bleak or bright? Role of realism, facilitators, and inhibitors in metaverse adoption," Technological Forecasting and Social Change, Elsevier, vol. 209(C).
  8. Welden, Roman & Hewett, Kelly & Yoo, Kiwoong & Haenlein, Michael & Smith, Keith Marion & Pauwels, Koen & Kannan, P.K. & Hulland, John, 2025. "Leveling up retail: How retailers and brands thrive in the video game ecosystem," Journal of Retailing, Elsevier, vol. 101(4), pages 583-600.
  9. Eggenschwiler, Matthias & Linzmajer, Marc & Roggeveen, Anne L. & Rudolph, Thomas, 2024. "Retailing in the metaverse: A framework of managerial considerations for success," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
  10. Kautish, Pradeep & Lim, Weng Marc & Joshi, Nisarg, 2025. "Awe-inspired experience in the metaverse: A multi-study investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
  11. Heidemann, Gerrit & Schmidt, Sascha L. & von der Gracht, Heiko A. & Beiderbeck, Daniel, 2024. "The impact of the metaverse on the future business of professional football clubs – A prospective study," Technological Forecasting and Social Change, Elsevier, vol. 208(C).
  12. Chakraborty, Debarun & Polisetty, Aruna & Rana, Nripendra P., 2024. "Consumers' continuance intention towards metaverse-based virtual stores: A multi-study perspective," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
  13. 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.
  14. Basu, Bibaswan & Mandal, Subhadeep & Kar, Arpan Kumar, 2025. "Beyond and beneath the Metaverse dazzle: The interplay of VR and blockchain-based social exchanges and affordances in determining NFT trading user experience," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  15. Sadowski, Sebastian & Fennis, Bob M. & van Ittersum, Koert, 2025. "All the cues we cannot see: How reward-driven distractors render consumers insensitive to assortment complexity," Journal of Business Research, Elsevier, vol. 190(C).
  16. Nadeem, Waqar & Ashraf, Abdul Rehman & Shahid, Shadma, 2025. "What drives metaverse retail environments (non)usage? A behavioral reasoning theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 212(C).
  17. Li, Wenjie & Corral de Zubielqui, Graciela & Rao Hill, Sally, 2025. "Unlocking the potential of NFTs in branding: An exploration of NFT-based brand experience," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
  18. Kim, Yunju & Lee, Heejun, 2024. "Consumers’ responses to metaverse ads: The roles of hedonic versus utilitarian appeal and the moderating role of need for touch," Journal of Business Research, Elsevier, vol. 179(C).
  19. Hajdas, Monika & Radomska, Joanna & Szpulak, Aleksandra & Kawa, Arkadiusz, 2025. "The trade-offs of metaverse value creation. Real-Time-Delphi-based scenario analysis by 2040," Technology in Society, Elsevier, vol. 83(C).
  20. Roberto Bruni & Marco Galvagno, 2026. "Virtual reality, authentic motivations: a classification of metaverse users based on VR/XR headset experience," Electronic Commerce Research, Springer, vol. 26(2), pages 1989-2013, April.
  21. Kim, Hyojung & Yoo, Jungmin & Park, Minjung, 2025. "Metaverse friends with social benefits: Effects of social identity on the intention to purchase virtual products through site attachment, user engagement, and public self-consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
  22. Jiang, Xinyu & Wang, Junbin & Deng, Nianqi, 2025. "Creating existential authenticity experience by combining technology capability with gamification in the metaverse: An affordance perspective," Technology in Society, Elsevier, vol. 83(C).
  23. Bernritter, Stefan F. & Danatzis, Ilias & Möller-Herm, Jana & Sotgiu, Francesca, 2025. "Navigating toxic playgrounds: Managing reputational and financial brand safety in multiplayer video games," International Journal of Research in Marketing, Elsevier, vol. 42(4), pages 936-956.
  24. Singh, Rajesh Kumar & Goel, Pooja & Garg, Aashish & Struweg, Ilse, 2025. "Exploring participation intentions in metaverse-based retail stores: Implications for commute reduction," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  25. Ge, Yuanqin & Xia, Yifan & Wang, Tongyu, 2024. "Digital economy, data resources and enterprise green technology innovation: Evidence from A-listed Chinese Firms," Resources Policy, Elsevier, vol. 92(C).
  26. Kashyap, Abhishek & Shukla, Om Ji & Kumar, Rupesh & Alam, Md Mahmudul & Oberoi, Sarbjit Singh, 2025. "Online retailing and the metaverse: Addressing stakeholder impediments in e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  27. Vernuccio, Maria & Boccalini, Sara & Patrizi, Michela, 2025. "“Being†with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  28. Gleim, Mark R. & McCullough, Heath & Gabler, Colin & Ferrell, Linda & Ferrell, O.C., 2025. "Examining the customer experience in the metaverse retail revolution," Journal of Business Research, Elsevier, vol. 186(C).
  29. Mkedder, Nadjim & Das, Manish, 2024. "Metaverse integration challenges: An in-depth ISM and MICMAC analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
  30. Klaus, Phil & Manthiou, Aikaterini, 2024. "Metaverse retail: Pioneering research avenues for tomorrow's marketplace," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  31. Kumar, Aman & Shankar, Amit & Behl, Abhishek & Vrontis, Demetris, 2026. "Feeling the heat? metaverse as a platform for motivating pro-environmental behaviour through consumers’ climate (change) engagement," Technovation, Elsevier, vol. 149(C).
  32. Doligalski, Tymoteusz & Sarna, Nikodem & Koles, Bernadett & Siejka, Aneta & Kozielski, Robert, 2024. "Advertising in the metaverse and its implications for brands and society: A multi-stakeholder perspective," Technological Forecasting and Social Change, Elsevier, vol. 209(C).
  33. Ghosh, Indranil & Alfaro-Cortés, Esteban & Gámez, Matías & García-Rubio, Noelia, 2024. "Reflections of public perception of Russia-Ukraine conflict and Metaverse on the financial outlook of Metaverse coins: Fresh evidence from Reddit sentiment analysis," International Review of Financial Analysis, Elsevier, vol. 93(C).
  34. Fabian Tingelhoff & Raphael Schultheiss & Sofia Marlena Schöbel & Jan Marco Leimeister, 2025. "Qualitative Insights into Organizational Value Creation: Decoding Characteristics of Metaverse Platforms," Information Systems Frontiers, Springer, vol. 27(2), pages 467-486, April.
  35. 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).
  36. Rezazadeh, Arash & Bohnsack, René, 2025. "Value creation and value capture in NFT business models: Insights from blockchain-based ventures," Technological Forecasting and Social Change, Elsevier, vol. 219(C).
  37. Sokolova, Karina & Perez, Charles, 2025. "Avatar anthropomorphism continuum: A blockchain-based data analysis of avatar skin purchases in the metaverse," Technological Forecasting and Social Change, Elsevier, vol. 221(C).
  38. Kinzinger, Arno & Steiner, Winfried J. & Tatzgern, Markus & Vallaster, Christine, 2025. "Interactive product presentation in an immersive environment: The influence of functional control on hedonic aspects," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
  39. 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).
  40. Ki, Chung-Wha (Chloe) & Lee, HyunHwan (Aiden) & Lam, Magnum & Aw, Eugene Cheng-Xi & Wong, Christina W.Y., 2025. "How is NFT fashion distinct from digital fashion? insights from mixed-methods research combining social listening and Consumer surveys," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
  41. Dwivedi, Yogesh K. & Balakrishnan, Janarthanan & Mishra, Anubhav & Bock, Koen W. De & Al-Busaidi, Adil S., 2024. "The role of embodiment, experience, and self-image expression in creating continuance intention in the metaverse," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
  42. Tan, Teck Ming & Salo, Jari & Brashear Alejandro, Thomas G. & Wei-Han Tan, Garry & Ooi, Keng-Boon & Dwivedi, Yogesh K., 2024. "Guest editorial: A blockchain-based approach to marketing in the sharing economy," Journal of Business Research, Elsevier, vol. 177(C).
  43. Ki, Chung-Wha (Chloe) & Chong, Sze Man & Aw, Eugene Cheng-Xi & Lam, Magnum Man-Lok & Wong, Christina W.Y., 2025. "Metaverse consumer behavior: Investigating factors driving consumer participation in the transitory metaverse, avatar personalization, and digital fashion adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
  44. Vincenzo Basile & Federica Caboni, 2026. "Exploring the Metaverse-tailing: Characteristics, Drivers, and Outcomes," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 17(2), pages 3905-3935, April.
  45. Bhairab Talukdar, 2025. "How psychological determinants influence entrepreneurial success behavior? Evidence from migrant entrepreneurship," Future Business Journal, Springer, vol. 11(1), pages 1-19, December.
  46. Xin, Baogui & Song, Yaping & Peng, Wei & Tan, Hui, 2025. "Virtual-physical alliance in the metaverse ecosystem: Business model evolution and optimal deployment of knowledge management strategy," Technology in Society, Elsevier, vol. 82(C).
  47. Yang, Mu & Amankwah-Amoah, Joseph & Han, Chunjia & Gupta, Brij B., 2025. "Exploring human-machine collaboration in metaverse communities: utilitarian vs. hedonic dimensions in enhancing user immersion," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 204(C).
  48. Keegan, Brendan James & McCarthy, Ian P. & Kietzmann, Jan & Canhoto, Ana Isabel, 2024. "On your marks, headset, go! Understanding the building blocks of metaverse realms," Business Horizons, Elsevier, vol. 67(1), pages 107-119.
  49. 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).
  50. Sirsha Pattanayak & M. Ramkumar & Sumeet Gupta & Mohit Goswami, 2025. "Blockchain Empowered Metaverse: Enhancing User Engagement through Trust, Collaboration, Authenticity, And Governance," Information Systems Frontiers, Springer, vol. 27(6), pages 2295-2315, December.
  51. 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).
  52. Mehrotra, Ankit & Agarwal, Reeti & Khalil, Ashraf & Alzeiby, Ebtesam Abdullah & Agarwal, Vaishali, 2024. "Nitty-gritties of customer experience in metaverse retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
  53. Li, Lixu & Zhang, Qianjun & Liu, Yaoqi, 2024. "Omnichannel operations in the automotive aftermarket: Consumer reactions to various strategies," Technology in Society, Elsevier, vol. 78(C).
  54. Roberto Bruni & Annarita Colamatteo & Dušan Mladenović, 2024. "How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities," Electronic Commerce Research, Springer, vol. 24(2), pages 965-982, June.
  55. Bhairab Talukdar & Jitu Saikia, 2025. "How sustainability is driven in entrepreneurship? Evidence from apiculture practices," Future Business Journal, Springer, vol. 11(1), pages 1-19, December.
  56. Rabab Ali Abumalloh & Mehrbakhsh Nilashi & Keng Boon Ooi & Garry Wei-Han & Tat-Huei Cham & Yogesh K. Dwivedi & Laurie Hughes, 2024. "The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment," Annals of Operations Research, Springer, vol. 342(1), pages 5-46, November.
  57. Shavneet Sharma & Gurmeet Singh & Weng Marc Lim & Asif Ali & Rabinder Singh, 2025. "Metaverse through the integrated theoretical lenses of task technology fit theory, social capital theory, and social cognitive theory: the case of SMEs," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-22, December.
  58. Büchel, Hendrik & Spinler, Stefan, 2024. "The impact of the metaverse on e-commerce business models – A delphi-based scenario study," Technology in Society, Elsevier, vol. 76(C).
  59. Singh, Gaganpreet & Roy, Sanjit K. & Apostolidis, Chrysostomos & Quaddus, Mohammed & Sadeque, Saalem, 2025. "Identifying the metaverse value recipe(s) affecting customer engagement and well-being in retailing," Technological Forecasting and Social Change, Elsevier, vol. 210(C).
  60. Krishna Shobhanam & Choudhary Anita & Dwivedi Rohit, 2025. "From Code to Cargo: A Bibliometric Mapping of the Metaverse Revolution in Supply Chain Management," Zagreb International Review of Economics and Business, Sciendo, vol. 28(1), pages 169-195.
  61. 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).
  62. Zhang, Haowei & Lv, Yang & Zhang, Justin Zuopeng & Hollebeek, Linda D. & Behl, Abhishek & Urbonavicius, Sigitas, 2025. "Exploring purchase intention in metaverse retailing: Insights from an automotive platform," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
  63. Kiwoong Yoo & Michael Haenlein & Kelly Hewett, 2025. "A whole new world, a new fantastic point of view: Charting unexplored territories in consumer research with generative artificial intelligence," Journal of the Academy of Marketing Science, Springer, vol. 53(3), pages 723-759, May.
  64. Ketron, Seth & Cowan, Kirsten, 2025. "Presenting a typology of virtual reality (VR) in retailing: A construal level theory and heuristic-systematic model perspective," Journal of Retailing, Elsevier, vol. 101(4), pages 639-658.
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