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Beyond Reality: Crafting Consumer Journeys in the Metaverse
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Author(s): Nidhi Jhawar (IPS Academy, Institute of Business Management and Research, Indore, India), Dhanashree Nagar (IPS Academy, Institute of Business Management and Research, Indore, India)and Vivek Singh Kushwaha (IPS Academy, Institute of Business Management and Research, Indore, India)
Copyright: 2026
Pages: 26
Source title:
Revolutionizing Consumer Experience With Digital Twins and the Metaverse
Source Author(s)/Editor(s): Brij B. Gupta (Asia University, Taichung, Taiwan & VIZJA University, Warsaw, Poland)and Yuk Ming Tang (Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hong Kong, China)
DOI: 10.4018/979-8-3373-4541-3.ch002
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Abstract
The emergence of the metaverse as a multidimensional digital environment has redefined how brands interact with consumers, offering immersive, interactive, and hyper-personalized experiences. This chapter explores the evolving landscape of customer experience (CX) design in the metaverse, focusing on the integration of immersive technologies such as virtual reality (VR), augmented reality (AR), and extended reality (XR). It investigates how strategic brand storytelling, gamified engagement, and real-time behavioral insights contribute to creating meaningful virtual brand experiences. The chapter also emphasizes the importance of digital inclusivity and ethical considerations in ensuring equitable access and representation in virtual spaces. Through case studies from sectors including retail, education, and entertainment, the study illustrates best practices and challenges in designing future-ready, human-centered CX strategies within the metaverse.
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