As the technologies underlying the metaverse continue to advance, the consumption of virtual, immersive products, experiences and services will expand and become ever more economically significant. Brands across industries have been entering into the metaverse to engage with avatarred consumers and market their offerings. Yet, the extant understanding of consumer behavior in the metaverse is limited. There are ample opportunities for researchers to dive into these immersive digitized worlds, experiment with new methods to collect, code and analyze data, and distill new consumer behavior insights.

Yang, H., & Chattopadhyay, A. (2024). Understanding consumer behavior in the metaverse. In Handbook of Qualitative Research Methods in Marketing (pp. 139-149). Edward Elgar Publishing.