*Abdullah Gill, Muhammad Atif Yaseen, Dr. Kashif Abrar. HOW PAKISTANI RETAIL BRANDS CAN LEVERAGE THE METAVERSE FOR IMMERSIVE MARKETING: OPPORTUNITIES, CHALLENGES, AND STRATEGIC INSIGHTS. JMSRR [Internet]. 2026 Jun. 11 [cited 2026 Jun. 11];5(2):1497-519. Available from: https://www.jmsrr.com/index.php/Journal/article/view/656