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 Antónia Rodrigues has a PhD in Communication/Marketing from the University of Vigo a Master’s Degree in Marketing from the University of Porto, and two Bachelor Degrees, one in Marketing and one in International Trade, both from Business School (ISCAP) of the Polytechnic of Porto. She is a researcher at CEOS.PP and a Senior Lecturer at ISCAP, where she is also a member of the Scientific and Consulting Boards, and the Director of the Bachelor Degree in Marketing. She has published several papers and 3 books indexed in SCOPUS and WoS. She has received two awards, and works in Social Sciences with an emphasis on business, services, consumer behavior, and Marketing. Additionally, she has supervised several MSc dissertations, and organizes and participates in several scientific events, seminars, and workshops.

Maria Amélia Carvalho (Ph.D.) is an invited adjunct professor at the Business School of Polytechnic of Porto. She has published papers in the Journal of Marketing Theory and Practice, the International Journal of Tourism Cities, and the Tourism Recreation Research Journal, among others.

Joaquim Monteiro Pratas has a PhD in Business and Management Studies (with a specialization in Marketing and Strategy) from Faculdade de Economia do Porto - University of Porto. Currently, he is an Adjunct Professor at Instituto Superior de Contabilidade e Administração - Instituto Politécnico do Porto (ISCAP - IPP), and invited lecturer in Porto Business School - University of Porto. He is a researcher at Centro de Estudos Organizacionais e Sociais do Politécnico do Porto (CEOS.PP), and at Governance, Competitiveness and Public Policy (GOVCOPP) unit research from Universidade de Aveiro. His main interests involve Retail, Marketing, Management, Sales and Tourism, and has published academic papers and book chapters in these topics.