Digital and Social Media Marketing: GAMING, ONE OF METAVERSE KEYS TO MAKING LUXURY INCLUSIVE.

Metaverse is a new digital environment that has already attracted many companies. Fashion and luxury brands enter the gaming world and spend billions of dollars to immerse consumers who use avatars which represent their digital self. Thanks to metaverse luxury becomes inclusive which means that it is accessible to everyone especially in the metaverse games. Therefore, our research uses a qualitative approach based on interviews and focuses on investigating the inclusivity of luxury and the meaning given by consumers to these new consumption practices (i.e., metaverse, gaming, luxury). [ABSTRACT FROM AUTHOR]