The potential of consumer interaction with service brands within the metaverse has created significant debate among service marketing professionals. However, given its rapid evolution, there is a lack of clear understanding of the current scope of the metaverse and the consequent implications for services marketing practice. What is the metaverse? (10 marks). How might service marketers use the metaverse to enhance customer experience at each stage of the consumer journey? Use real-life marketing examples to supplement your arguments. (40 marks)