Marketing of gastronomic companies in the Metaverse: current state and perspective
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Abstract
Social media have allowed gastronomy businesses to expand their marketing reach by creating online communities, captivating the attention of the general public, and converting social media users into followers and customers. The metaverse has made it possible for companies to offer brand experiences in virtual reality, allowing users to explore their brands in a more immersive way. This study presents a review of the literature on the metaverse and a series of case studies of food and gastronomy companies in the metaverse.
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