{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,6]],"date-time":"2026-03-06T05:05:11Z","timestamp":1772773511388,"version":"3.50.1"},"reference-count":77,"publisher":"Emerald","issue":"2","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,3,9]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>The metaverse, which offers a new, immersive environment outside traditional Internet platforms, has altered digital interactions. Companies seek knowledge in this massive virtual world since customers are increasingly adopting it for various purposes. This study uses the embodied social presence theory as the conceptual framework to draw the knowledge on customer experience in metaverse.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Structural equation modeling analyzed 289 data points to investigate how interactivity, nonverbal communication, presence, agency, context and environment, and embodiment affect customer experience in the metaverse.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>The study findings interestingly suggest that the agency, the moderator, has a significant but negative effect on the relationship between embodiment and customer experience in the metaverse environment. Further, the study brings out an intriguing outcome, which states that the embodiment in metaverse alone is insufficient but requires environmental context to provide customer experience.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Research limitations\/implications<\/jats:title>\n                    <jats:p>Our study contributes to the existing body of knowledge and offers valuable insights to companies looking to improve customer experience in a metaverse environment.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>Using embodied social presence theory (ESPT), the study challenges and expands the existing framework of physicality in the metaverse, which is limited to physical presence. It embraces embodiment and environmental context to reconceptualize \u201cpresence\u201d in the metaverse.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/jeim-03-2025-0163","type":"journal-article","created":{"date-parts":[[2025,8,14]],"date-time":"2025-08-14T05:56:16Z","timestamp":1755150976000},"page":"485-505","source":"Crossref","is-referenced-by-count":2,"title":["Unveiling customer service experience knowledge in metaverse platforms: an application of embodied social presence theory approach"],"prefix":"10.1108","volume":"39","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6759-5684","authenticated-orcid":true,"given":"Rekha","family":"Attri","sequence":"first","affiliation":[{"name":"Jaipuria Institute of Management \u2013 Indore Campus , ,","place":["Indore, India"]}]},{"given":"Diana","family":"Korayim","sequence":"additional","affiliation":[{"name":"Alfaisal University , ,","place":["Riyadh, Saudi Arabia"]}]},{"given":"Nourah O.","family":"Alshaghdali","sequence":"additional","affiliation":[{"name":"Department of Business, College of Business Administration, Princess Nourah bint Abdulrahman University , ,","place":["Riyadh, Saudi Arabia"]}]},{"given":"Dhruv","family":"Galgotia","sequence":"additional","affiliation":[{"name":"School of Business, Galgotias University , ,","place":["Greater Noida, India"]}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0942-3099","authenticated-orcid":true,"given":"Steven T.","family":"Walsh","sequence":"additional","affiliation":[{"name":"Anderson School of Management, University of New Mexico , , ,","place":["Albuquerque, New Mexico, USA"]}]}],"member":"140","published-online":{"date-parts":[[2025,8,12]]},"reference":[{"issue":"3","key":"2026030523020367000_ref001","doi-asserted-by":"publisher","first-page":"669","DOI":"10.1080\/0965254X.2021.1969422","article-title":"Validating a multidimensional perspective of relationship marketing on brand attachment, customer loyalty, and purchase intentions: a serial mediation model","volume":"31","author":"Ahmad","year":"2023","journal-title":"Journal of Strategic Marketing"},{"issue":"7","key":"2026030523020367000_ref002","doi-asserted-by":"publisher","first-page":"1243","DOI":"10.1080\/0965254X.2021.1908404","article-title":"The dynamic construction of brand storytelling","volume":"31","author":"Aim\u00e9","year":"2023","journal-title":"Journal of Strategic Marketing"},{"issue":"2","key":"2026030523020367000_ref003","doi-asserted-by":"publisher","first-page":"556","DOI":"10.1002\/cb.2214","article-title":"Brands are calling your AVATAR in metaverse: a study to explore XR-based gamification marketing activities and consumer-based brand equity in virtual world","volume":"23","author":"Arya","year":"2024","journal-title":"Journal of Consumer Behaviour"},{"key":"2026030523020367000_ref004","article-title":"Comparing behavioral and self-report measures of embodied agents' social presence in immersive virtual environments","author":"Bailenson","year":"2004"},{"issue":"6","key":"2026030523020367000_ref005","doi-asserted-by":"publisher","first-page":"1133","DOI":"10.1080\/0965254X.2022.2056501","article-title":"Consumer self-concept in cyberspace: how digitization has shaped the way we self-disclose to others","volume":"31","author":"Bartoli","year":"2023","journal-title":"Journal of Strategic Marketing"},{"issue":"2","key":"2026030523020367000_ref006","doi-asserted-by":"publisher","first-page":"101","DOI":"10.1080\/0965254X.2022.2129745","article-title":"Why is the traditional marketing mix dead? 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