Journal Article

Digital doppelgänger: navigating consumer brand engagement in the metaverse

Journal of Research in Interactive Marketing (2025) 19(8) 1184-1202
DOI: 10.1108/JRIM-07-2024-0344
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Khan, J., Tao, M., & Abbass, A. (2025). Digital doppelgänger: navigating consumer brand engagement in the metaverse. Journal of Research in Interactive Marketing, 19(8), 1184–1202. https://doi.org/10.1108/JRIM-07-2024-0344

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