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The main aims of this chapter were to explore metaverse branding by identifying the main trends and contributions in extant literature. Through a bibliometry and the critical analysis of the main contributions in the literature, the chapter proposes a metaverse branding conceptualization, which shows how immersive metaverse experiences that provide multi- dimensional value enhance brand engagement, which leads to increased brand awareness, brand love, satisfaction, trust, and brand equity. These factors ultimately drive online and offline purchases and strengthen brand loyalty. Overall, this chapter and the proposed framework provide relevant insights for both managers defining metaverse branding strategies, and researchers interested in these topics. © 2025, IGI Global Scientific Publishing. All rights reserved.

Abstract
Waste transport management is a critical sector where maintaining accurate records and preventing fraudulent or illegal activities is essential for regulatory compliance, environmental protection, and public safety. However, monitoring and analyzing large-scale waste transport records to identify suspicious patterns or anomalies is a complex task. These records often involve multiple entities and exhibit variability in waste flows between them. Traditional anomaly detection methods relying solely on individual transaction data, may struggle to capture the deeper, network-level anomalies that emerge from the interactions between entities. To address this complexity, we propose a hybrid approach that integrates network-based measures with machine learning techniques for anomaly detection in waste transport data. Our method leverages advanced graph analysis techniques, such as sub-graph detection, community structure analysis, and centrality measures, to extract meaningful features that describe the network's topology. We also introduce novel metrics for edge weight disparities. Further, advanced machine learning techniques, including clustering, neural network, density-based, and ensemble methods are applied to these structural features to enhance and refine the identification of anomalous behaviors.

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Purpose - Customer-provider relationships unfold through multiple touchpoints across different channels. However, some touchpoints are more important than others. Such important touchpoints are viewed as moments of truth (MOTs). This study examines the impact of a series of touchpoints on an MOT, and the role MOTs play in determining future profitability and other behavioral outcomes (e.g. customer retention and customer cross-buy) in a business-to-business (B2B) context. Design/methodology/approach - Building upon social exchange theory, a conceptual model is proposed and tested that examines the impact of human, digital, and physical touchpoints and past MOTs on customer evaluation of a current MOT and on future customer outcomes. This research employs a longitudinal methodology based on a unique panel dataset of 2,970 B2B customers. Findings - Study results show that all touchpoints significantly contribute to MOTs, while human and physical touchpoints maintain their primacy during MOTs. The impact of MOTs on future customer outcomes is also demonstrated. Practical implications - This study highlights the need for prioritizing human and physical touchpoints in managing MOTs, and for carefully managing MOTs across time. Originality/value - Given its B2B outlook and longitudinal approach, this research contributes to the multichannel and interactive marketing literature by determining relevant touchpoints for B2B customers.

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This study investigates spatial distribution and chemical elemental composition screening in soils in Rome (Italy) using X-ray fluorescence analysis. Fifty-nine soil samples were collected from various locations within the urban areas of the Rome municipality and were analyzed for 19 elements. Multivariate statistical techniques, including nonlinear mapping, principal component analysis, and hierarchical cluster analysis, were employed to identify clusters of similar soil samples and their spatial distribution and to try to obtain environmental quality information. The soil sample clusters result from natural geological processes and anthropogenic activities on soil contamination patterns. Spatial clustering using the k-means algorithm further identified six distinct clusters, each with specific geographical distributions and elemental characteristics. Hence, the findings underscore the importance of targeted soil assessments to ensure the sustainable use of land resources in urban areas.

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