Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy

International Journal of Information Management, Journal Year: 2022, Volume and Issue: 66, P. 102542 - 102542

Published: July 16, 2022

The metaverse has the potential to extend physical world using augmented and virtual reality technologies allowing users seamlessly interact within real simulated environments avatars holograms. Virtual immersive games (such as, Second Life, Fortnite, Roblox VRChat) have been described as antecedents of offer some insight socio-economic impact a fully functional persistent cross platform metaverse. Separating hype "meta…" rebranding from current is difficult, "big tech" paints picture transformative nature how it will positively people in their work, leisure, social interaction. on way we conduct business, with brands others, develop shared experiences likely be transformational distinct lines between digital are somewhat blurred perceptions. However, although technology infrastructure does not yet exist allow development new worlds at scale - one that our could transcend across platforms, researchers increasingly examining Impacted sectors include marketing, education, healthcare well societal effects relating interaction factors widespread adoption, issues trust, privacy, bias, disinformation, application law psychological aspects linked addiction vulnerable people. This study examines these topics detail by combining informed narrative multi-perspective approach experts varied disciplinary backgrounds many its impact. paper concludes proposing future research agenda valuable for researchers, professionals policy makers alike.

Language: Английский

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Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Psychology and Marketing, Journal Year: 2022, Volume and Issue: 40(4), P. 750 - 776

Published: Dec. 16, 2022

Abstract The initial hype and fanfare from the Meta Platforms view of how metaverse could be brought to life has evolved into an ongoing discussion not only metaverse's impact on users organizations but also societal cultural implications widespread usage. potential consumer interaction with brands within engendered significant debate marketing‐focused discourse key challenges transformative opportunities for marketers. Drawing insights expert contributors, this study examines marketing hypothetical adoption metaverse. We identify new research directions propose a framework offering valuable contributions academia, practice, policy makers. Our future agenda culminates in checklist researchers which clarifies can beneficial digital advertising, branding, services, value creation, wellbeing.

Language: Английский

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Metaverse as a disruptive technology revolutionising tourism management and marketing

Tourism Management, Journal Year: 2023, Volume and Issue: 97, P. 104724 - 104724

Published: Jan. 17, 2023

Metaverse is the next disruptive technology that will impact society in coming decades, by enabling immersive experiences both virtual and physical environments. Although still conceptual, converges digital universe, allowing users to seamlessly traverse between them. Digital immersion offers opportunities for people travel time, supporting experience virtually ancient encounters, space explorations or dangerous natural phenomena, such as volcano eruptions. Users can explore environments working, learning, transacting, exploring interests socialising with others. This already evident gaming ecosystems, where gamers effectively interact metaverse. experimental, expected revolutionize tourism management marketing. It empowers destination awareness, positioning branding, well coordination management, through twins. provides support trip planning, interaction engagement, transforming consumer behaviour. Visiting engaging destinations motivate real travel, rather than replace it. paper a vision of how transform Drawing on systematic review scholarly works, articles from media industry reports, this study defines conceptualizes ecosystem travel. explores foundations disruptions brings organisations identifies building blocks tourism. The outlines research directions so take full advantage capabilities emerging identify challenges future.

Language: Английский

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Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing

International Journal of Contemporary Hospitality Management, Journal Year: 2022, Volume and Issue: 35(2), P. 701 - 716

Published: Sept. 22, 2022

Purpose Metaverse blends the physical and virtual worlds, revolutionizing how hospitality customers organizations facilitate co-creation of transformational experiences values. This paper aims to explore opportunities challenges that introduces for tourism management marketing as part customer experience value process. also discusses advent development can potentially transform co-creation. Design/methodology/approach A comprehensive literature review was undertaken conceptual developments on best practice examples from around world. Findings not only opens many exciting but poses some great challenges. Hospitality need use strategically customize co-create hybrid experiences, allowing consumers engage with them other before, during after their visit. range research emerge adoption operationalization Metaverse. Research limitations/implications critically analyzes early applications in well promotes future solutions marketing. The model this study help different stakeholders better understand flow, logic potential industry. Originality/value defines conceptualizes Besides putting forward a agenda further exploiting full both organizations, elucidates impacts management, rooted previous technology-enhanced experience.

Language: Английский

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What is augmented reality marketing? Its definition, complexity, and future

Journal of Business Research, Journal Year: 2022, Volume and Issue: 142, P. 1140 - 1150

Published: Feb. 1, 2022

Language: Английский

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Augmented Reality in Cultural Heritage: An Overview of the Last Decade of Applications

Applied Sciences, Journal Year: 2022, Volume and Issue: 12(19), P. 9859 - 9859

Published: Sept. 30, 2022

Augmented reality is a mature technology that uses the real world as substrate and extends it by overlaying computer-generated information. It has been applied to several domains. In particular, was proven be useful for management preservation of Cultural Heritage. This study provides an overview last decade use augmented in cultural heritage through detailed review scientific papers field. We analyzed applications published on Scopus Clarivate Web Science databases over period 9 years (2012–2021). Bibliometric data consisted 1201 documents, their analysis performed using various tools, including ScientoPy, VOS Viewer, Microsoft Excel. The results revealed eight trending topics applying heritage: 3D reconstruction artifacts, digital heritage, virtual museums, user experience, education, tourism, intangible gamification. Each topic discussed detail article sections, providing insight into existing research trends each application

Language: Английский

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What Is Metaverse?—A Definition Based on Qualitative Meta-Synthesis

Future Internet, Journal Year: 2022, Volume and Issue: 14(11), P. 310 - 310

Published: Oct. 28, 2022

The term Metaverse has received much attention in various industries, society, and, increasingly, scientific communities. This creates demand for a comprehensive and broadly accepted definition of the subject, which is well grounded research. At same time, rather vision under evolution than an examinable phenomenon. Therefore, this study applied adapted version meta-synthesis method to analyze existing literature distill proposal definition. takes nature subject into account by weighing younger publications with many citations over older, less influential documents. Initially, 47 were fed process, 24 left after primary analysis. As result analysis, following proposed: “The interconnected web ubiquitous virtual worlds partly overlapping enhancing physical world. These enable users represented avatars connect interact each other, experience consume user-generated content immersive, scalable, synchronous persistent environment. An economic system provides incentives contributing Metaverse.” ensures systematic reproducible approach while at time preserving original voice notion analyzed order create new knowledge based on literature; thus proposed might serve as helpful foundation future

Language: Английский

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Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse

Information Systems Frontiers, Journal Year: 2023, Volume and Issue: 25(5), P. 2071 - 2114

Published: June 2, 2023

The Metaverse has the potential to form next pervasive computing archetype that can transform many aspects of work and life at a societal level. Despite forecasted benefits from metaverse, its negative outcomes have remained relatively unexplored with majority views grounded on logical thoughts derived prior data points linked similar technologies, somewhat lacking academic expert perspective. This study responds dark side perspectives through informed multifaceted narratives provided by invited leading academics experts diverse disciplinary backgrounds. metaverse covered include: technological consumer vulnerability, privacy, diminished reality, human-computer interface, identity theft, invasive advertising, misinformation, propaganda, phishing, financial crimes, terrorist activities, abuse, pornography, social inclusion, mental health, sexual harassment metaverse-triggered unintended consequences. paper concludes synthesis common themes, formulating propositions, presenting implications for practice policy.

Language: Английский

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‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’

Journal of Business Research, Journal Year: 2023, Volume and Issue: 160, P. 113739 - 113739

Published: Feb. 21, 2023

Language: Английский

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Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Journal of Consumer Behaviour, Journal Year: 2023, Volume and Issue: 23(2), P. 556 - 585

Published: July 24, 2023

Abstract Brands are moving towards the Metaverse (3D immersive virtual spaces), where growth of intangible products and nonfungible tokens (NFTs) evolving into a new type hybrid experience for users. This paper aims to establish role “gamification marketing activities” its influence on consumer‐based brand equity in examine mediating consumers' engagement love. To evaluate conceptual model based cross‐cultural data from two emerging countries Asia Africa, study followed two‐stage, mechanism using PLS‐SEM neural network modeling. provides insights Metaverse–a taxonomy technology, context embodiment, presence AVATAR, interactivity world, supported by social exchange theory. also suggests practitioners focus authenticity while projecting their Metaverse.

Language: Английский

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