The dark side of the metaverse: The role of gamification in event virtualization

International Journal of Information Management, Journal Year: 2023, Volume and Issue: unknown, P. 102726 - 102726

Published: Nov. 1, 2023

The virtualization of cultural events in the metaverse creates opportunities to generate valuable and innovative experiences that replicate extend in-person events; but process faces associated challenges. In absence relevant empirical studies, aim this article is analyze positive negative aspects user experience a event held metaverse. A mixed-methods approach employed test proposed hypotheses. results from three focus groups demonstrated difficulty users face focusing their attention on main elements metaverse, inability virtual sphere convey authenticity event. Based these findings, metaverse-focused quantitative study was conducted examine whether perceived gamification mitigate effects failing pay experiences. When increased levels, ability imagine real perceptions increased, which produced behavioral intentions. This one first studies empirically tourist metaverse; managers policymakers can benefit hold events.

Language: Английский

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Metaverse in services marketing: an overview and future research directions

Service Industries Journal, Journal Year: 2023, Volume and Issue: 43(15-16), P. 1140 - 1172

Published: Sept. 21, 2023

Although it is still at the inception stage, Metaverse likely to revolutionize service marketing and management by disrupting existing business strategies, consumer norms, practices. However, most of research focuses on co-creation metaverstic experiences in terms interaction, but not purchase experience process actual products services. This study proposes a conceptual framework that explains how why will have significant impacts creation delivery experiences, those through provision functional hedonic benefits various stakeholders. also discusses potential mitigating decision risks attributed uncertainties associated with offerings, information overload, confusion ecosystems customers' journey. Since adoption implications for all stakeholders while presenting challenges, challenges are discussed. provides agenda investigate possible industries.

Language: Английский

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Creating a metaverse‐me: Exploring the consumer avatar creation process

Journal of Consumer Behaviour, Journal Year: 2024, Volume and Issue: 23(6), P. 2846 - 2861

Published: July 16, 2024

Abstract The metaverse is emerging as a focal point for technological advancement, social interaction, and commerce. Despite brands' enthusiasm establishing presence in the metaverse, consumer adoption remains modest, with initial hurdle being avatar creation. To better understand why consumers are hesitant to engage this study focuses on avatars virtual representations of self, particularly during stage Drawing theories self‐presentation identity formation, research investigates how users conceptualise express their avatars. Through series in‐depth semi‐structured interviews, we propose an integrated framework that illustrates complex creation process consisting consolidation , exploration affirmation, aspiration . Further, our insights show serve extensions real‐world identities, well impacts consumption behaviour. These valuable marketers aiming develop actionable consumer‐centric strategies, researchers investigating behaviour within immersive environments.

Language: Английский

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Avatar creation in the metaverse: A focus on event expectations

Computers in Human Behavior, Journal Year: 2024, Volume and Issue: 156, P. 108192 - 108192

Published: March 12, 2024

The metaverse has revolutionized the way event experiences are virtualized, as this cutting-edge technology is especially capable of fostering dynamic interactivity among avatars. However, few empirical studies have explored creation avatars for events. This research delves into theme in a mixed-methods approach. results semi-structured interviews with participants conference held highlighted that they would create single, unique avatar, whose style be adapted to characteristics future These findings were assessed later an online experiment, which created their own (utilitarian or hedonic) metaverse. confirmed users formal/informal styles depending on utilitarian/hedonic value expected derive from event. In addition, expectancy feel about experience prompts attendees design similar themselves, significantly increases satisfaction digital personas. technical capabilities platform (ease use and customization) seem also play important role enhancing avatar. suggests specific actions might taken ensure events satisfied avatar designs.

Language: Английский

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Accounting firm performance and the metaverse realism in Nigeria

Metaverse Basic and Applied Research, Journal Year: 2024, Volume and Issue: 3, P. 69 - 69

Published: July 25, 2024

The study aim to explore accounting firm performance and the metaverse realism. acknowledged fact that is a collection of mixed-reality online spaces which allows users communicate with each other virtually. Usually featuring digital materials personalized avatar, these communal virtual areas are engaging. Video games mobile applications now included in range metaverse-related technologies, also include augmented reality (AR) (VR). With computer, tablet, or smartphone, anyone may access metaverse, like 3D version Internet does not require VR headset. benefits challenges was extra study, while advocated accountants their firms should comply rules regulations guiding metaverse. concluded think about teaching training staff service customers this new environment addition making presence

Language: Английский

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Employees' training experience in a metaverse environment? Feedback analysis using structural topic modeling

Technological Forecasting and Social Change, Journal Year: 2024, Volume and Issue: 208, P. 123636 - 123636

Published: Aug. 15, 2024

Language: Английский

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Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience

Journal of Consumer Behaviour, Journal Year: 2024, Volume and Issue: 23(5), P. 2501 - 2552

Published: May 14, 2024

Abstract The promise of the metaverse as a collective, virtual, and shared social space is revolutionizing digital retail. This study provides groundbreaking insights into customer experience in immersive environments, well how these experiences on platforms influence customers' real‐world consumption behaviors. Drawing upon data from platform users US, this identifies specific antecedents positive platforms, including role presence trialability. Further, it demonstrates potential for purchase spillovers to traditional retail channels, extending omnichannel literature. In addition, examines early‐stage versus long‐term shape users' intentions revisit platforms. Based our results, we offer comprehensive model behaviors, which may be used predict enhance across channels. Our results also demonstrate that not merely parallel channel but instead an influential extension consumption. From managerial perspective, operators brand managers engaging can developed support growth, targeted strategies translate gain both customer. findings suggest must deliver at very high level prevent stagnation usage intentions; therefore, confidently continue investing relevant fuel growth.

Language: Английский

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Consumer brand choice in the metaverse: Exploring personal and social factors

Technological Forecasting and Social Change, Journal Year: 2025, Volume and Issue: 213, P. 124033 - 124033

Published: Feb. 5, 2025

Language: Английский

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Reincarnation of libraries via metaverse: A pathway for a sustainable knowledge system in the digital age

Business Information Review, Journal Year: 2023, Volume and Issue: 40(4), P. 191 - 197

Published: Oct. 19, 2023

The evolution of metaverse libraries offers a transformative pathway for redefining knowledge systems in the digital age. This study delves into seamless integration enduring library principles with expansive capabilities metaverse, envisioning harmonious coexistence that preserves traditional values while propelling dissemination, inclusivity, and collaboration to new heights. Real-world case studies provide valuable insights successful implementations offer lessons future endeavors. By seamlessly merging attributes immersive experiences, can tailored learning journeys, foster global collaboration, ensure secure content distribution. However, landscape is not without challenges, such as privacy concerns, literacy gaps, imperative all which require thoughtful interdisciplinary collaboration. underscores significance preserving essence physical embracing potential metaverse. Through adept navigation these complexities, have capacity revolutionize education, nurture equitable access dynamic interconnected landscape.

Language: Английский

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Guest editorial: Exploring the research opportunities and challenges in the metaverse

Internet Research, Journal Year: 2024, Volume and Issue: 34(1), P. 1 - 8

Published: Jan. 31, 2024

Language: Английский

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