“A virtual experience is a simulation of a real or physical experience, which occurs within a computer-mediated environment, and has been constructed to be located between direct (i.e., product trial) and indirect (i.e., traditional advertising) experience along the spectrum of consumer learning.” Definition by Terry Daugherty, Hairong Li, and Frank Biocca in 2008(source)
We should also note that in the Metaverse many products or services are only virtual. In addition to using virtual experiences in marketing efforts, a vendor may sell a virtual experience as a final product. This requires the alignment of marketing and UX research efforts (Amir Reza Asadi, 2022).
