# Decoding millennials and generation Z consumers' brand behaviors in the Metaverse: The relationships among avatar identification, self‐presence, and psychological dynamics

> Research article (Journal of Consumer Behaviour, 2024) · cited 18× · AI/ML

**Wikidata**: [openalex:W4402608293](https://www.wikidata.org/wiki/openalex:W4402608293)  
**Source**: https://4ort.xyz/entity/decoding-millennials-and-generation-z-consumers-brand-behaviors-in-the-metaverse-the-relationships-among-avatar-identifi