The convergence of immersive technologies and advanced data-driven simulations has enabled novel strategies for businesses to engage consumers. Central to this paradigm shift are virtual and digital twins, which, when integrated within the Metaverse, offer transformative opportunities to deepen customer engagement and interaction. The Metaverse is a digital ecosystem that supports immersive, persistent, and shared virtual experiences by merging physical and digital environments (Lee et al., 2022; Park & Kim, 2022). Although the term was first introduced in the early 1990s, recent technological advances have made practical implementations possible. Virtual spaces have evolved from text-based interfaces to sophisticated 3D environments, creating interactive worlds that support dynamic consumer interactions. Despite the rapid expansion of the Metaverse, researchers continue to debate its definition due to the complex interplay of technological, social, and economic factors (Lee et al., 2022).

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immersive technologies,digital twins,customer engagement