Consumer Experience and Decision-Making in the Metaverse is an article that adequately focuses on areas of consumer behavior and digital environment whereby the knowledge from this publication can act as a guide to users in the virtual economy. While not generalizable from the OTT context in which it is situated, it reveals other features of consumer decision-making and ethnocentricity within the game-like environment of OTT platforms and contains important tactics for synchronizing content with viewership expectations.
– Dr. Babita, School of Business and Management, Christ University, Bangalore, India
By using forward-looking methodologies including virtual simulations and real-time analytics, this book explores decision-making within the metaverse. In addition, it addresses a research area that is underrepresented by integrating technology, psychology, and business, offering ground-breaking insights into how virtual experiences reshape consumer engagement and influence business strategies in a rapidly evolving digital landscape. The metaverse, in essence, can transform consumer decision-making and marketing strategies by offering immersive experiences, personalized interactions, and new avenues for brand engagement.
– Theodore Tarnanidis