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Abstract This study examines how the world’s leading brands integrate metaverse components as emerging spatial forms of brand communication, which we call metaverse advertising configurations. Drawing on embodied space theory, we conceptualize the virtual brand space (VBS) as a spatial integration mechanism that enables brands to organize metaverse technologies (NFTs, avatars, and branded games) and marketing techniques (virtual events and co-branding).
In social media marketing, brands increasingly rely on user-generated image (UGI) campaigns, yet limited research examines how different types of brand-related images shape consumer enjoyment of the brand experience.
Ayuda Buscar en la ayuda Buscar en la ayuda Equality Matters:: The impact of human–ai relationship types on responsible consumption in shared services Leting Tang [1] ; Jiang Zhu [2] ; Wenyu Dou [3] [1] University of Bristol [2] Sichuan University, China [3] SKEMA Business School, China Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 20, Nº.
1. Introduction The advent of artificial intelligence (AI) has fundamentally reshaped consumer interactions across various service contexts, with the sharing economy being one of its most significant frontiers [1,2,3]. AI technologies, such as virtual assistants and automated service bots, are increasingly employed to enhance consumer experiences, improve service efficiency, and manage shared resources like bike-sharing systems [4].
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