Cases on Metaverse and Consumer Experiences. Este artículo no está disponible.Cases on Metaverse and Consumer Experiences

The metaverse represents a transformative shift in how individuals and businesses interact, blending physical and virtual realities to create immersive digital experiences. Its rapid evolution, driven by advancements in virtual reality, augmented reality, and extended reality, is reshaping industries such as education, healthcare, retail, and entertainment. With projections of significant market growth and increasing user adoption, the metaverse is redefining consumer behavior, business strategies, and economic models. As younger generations embrace virtual experiences and digital ownership, organizations must adapt to new forms of engagement and communication. Understanding the opportunities and challenges of this emerging digital landscape is essential for shaping its impact on society, commerce, and policymaking. Cases on Metaverse and Consumer Experiences explores the use of the metaverse in companies’ marketing practices. It examines the development of new businesses, and the creation of consumer experiences using metaverse technology. This book covers topics such as ethics and law, machine learning, and patient care, and is a useful resource for academicians, researchers, business and marketing professionals, technology developers, entrepreneurs, policymakers, and more.

Maria Amélia Carvalho is a PhD in Business and Management Studies with specialization in Marketing and Strategy from the Faculty of Economics (FEP), University of Porto, in 2017. In 2012, she completed the Master in Economics and City Management and graduated in Economics, in 2010 Both academic degrees were obtained by the Faculty of Economics (FEP), University of Porto. Invited Adjunct Professor at ISCAP since 2018. Her main research areas are related to brands and consumer behavior. She has specific interests in city branding, customer engagement, customer experience, city marketing and services marketing.