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Golf Papez, Maja, Heller, Jonas, Hilken, Tim, Chylinksi, Mathew, de Ruyter, Ko, Keeling, Debbie and Mahr, Dominik (2022) Embracing falsity through the metaverse: the case of synthetic customer experiences. Business Horizons, 65 (6). pp. 739-749. ISSN 0007-6813