Integrating the Metaverse into Omnichannel Fashion Retail: Customer Journey
The objective of this paper is to investigate how fashion brands incorporate metaverse retailing into their omnichannel strategies. To this end, the metaverse is conceptualised as a retail channel, and a real case was analysed using content analysis to examine its omnichannel integration into a lead...
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| Publicado no: | Mercados y Negocios |
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| Principais autores: | , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Universidad de Guadalajara
2025
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=571882233005 https://www.redalyc.org/journal/5718/571882233005/ https://www.redalyc.org/journal/5718/571882233005/html/ https://www.redalyc.org/journal/5718/571882233005/571882233005.epub https://www.redalyc.org/journal/5718/571882233005/movil |
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