Metaverse: A Friend or a Foe for Brand Experience?

Metaverse has been a challenging topic for brands that strive to offer an immersive experience to its users. Businesses have prioritized the user experience and brand experience on digital platforms in recent years, however the fast-rising attempts of metaverse brand experience have not been thoroughly scrutinized. This paper presents a thematic analysis through a literature review to inspect whether metaverse enhances transient or a long-term brand experience by reviewing current metaverse brand scales and measurements.