The bright and dark side of metaverse marketing DOI Creative Commons
Weng Marc Lim, Sanchita Bansal, Priya Nangia

et al.

Global Business and Organizational Excellence, Journal Year: 2024, Volume and Issue: unknown

Published: Oct. 17, 2024

Abstract The metaverse is emerging from the amalgamation of augmented and virtual reality. Given novelty recency its potential implications for marketing, this study aims to (i) explore how marketing could manifest evolve in consumer behavior may be influenced ( what ) by (ii) engaging a systematic literature review focusing on positives negatives ), so that (iii) marketers can plan for, progress in, prosper informed strategies ). sheds light impact through an integrative framework highlights bright dark side based six key themes: increased digital innovation transformation, new possibilities, consumers’ interest metaverse, threatened privacy legal challenges, health concerns, sustainability issues. also presents 10 prominent cases real world enrich support findings. concludes outlining directions future marketing.

Language: Английский

Breaking the virtual wall: analysing barriers to metaverse adoption in manufacturing industries DOI
Rohit Agrawal, Vishal Ashok Wankhede

International journal of organizational analysis, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 4, 2025

Purpose The adoption of metaverse in manufacturing holds significant benefits, but there are several barriers to its seamless integration. This paper aims identify such and prioritize them a manner that allows industrial leaders strategize for smooth adoption. Design/methodology/approach In this study, we applied two-stage methods, first the identification validation through an empirical study Exploratory Factor Analysis (EFA). A purposive sampling technique snowball facilitated data collection from these expert sources. Through sampling, additional contacts working field were reached, resulting 235 possible respondents; survey yielded 104 completed responses. Thereafter, best-worst method (BWM) was used measure rank barriers. Findings results show two most critical “Lack security privacy” integration compatibility with existing systems.” Such findings inform industry specific recommendations structural changes, training programs, necessary technological investments collaborative efforts overcome Research limitations/implications work adds significantly academic discussion by prioritizing towards integrating technology manufacturing. addition, strategic methodology aids appraisal ranking successful also identifies key acknowledges other unexamined factors might be lurking background, as virtual economy, financial risks cross-border legal issues. Practical implications study’s conclusions cannot generalized sectors, thus indicating necessity carrying out comparative multi-sector future. Originality/value To best authors’ knowledge, on systematic prioritization adopting is original contribution authors.

Language: Английский

Citations

0
Training me softly. Metaverse-based immersive and gamified learning through a knowledge management perspective DOI
Francesca Loia, Nicola Capolupo, Paola Adinolfi

et al.

Journal of Knowledge Management, Journal Year: 2025, Volume and Issue: unknown

Published: March 22, 2025

Purpose The digital revolution, the growing demand for organizational agility, holistic capabilities of human resources and pandemic crisis are driving revolutionary changes within outside boundaries. This paper aims to explore potential metaverse advance learning knowledge sharing in evolving landscape. Moreover, it investigates challenges related adoption management. Design/methodology/approach Multiple case studies were carried out using a structured approach collect data, including interviews, analysis publicly available information participant observation. Findings findings shed light on metaverse’s enhance new era through immersive training, developing soft hard skills team-building activities. They also show impact management processes organizations gamified logic. Challenges companies critically highlighted. Practical implications Implications drawn both scholars managers terms experiential management, stemming from that, beyond “hard” skills, could act as strategic mover “soft” such relational social ones. Originality/value In period hype about technology, literature has gap regarding that adopt knowledge-based perspective. Drawing study, this explores its applications enhancing highlighting connection between approaches T-shaped knowledge.

Language: Английский

Citations

0
Exploring stimulus to consumers’ virtual shopping environment in the metaverse DOI Creative Commons
S.M. Fatah Uddin, Fateh Mohd Khan, Mohammad Anas

et al.

Journal of Computer Information Systems, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 16

Published: Feb. 12, 2025

Language: Английский

Citations

0
Why are people reluctant to use metaverse products? Investigating barriers based on innovation resistance theory DOI
Qiuping Nie,

Long Ma,

Zhifu Li

et al.

Online Information Review, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 19, 2025

Purpose Despite the rapid development of metaverse industry, adoption rate products is still very low. While prior studies mainly focused on investigating motivators adoption, this study explores barriers affecting consumer intention to use products, utilizing framework innovation resistance theory (IRT). Design/methodology/approach Through a survey conducted in China, we examined effects variables such as usage barrier, value risk tradition image well moderating individuals’ innovativeness. Three hundred and seventy seven valid questionnaires were collected hierarchical regression method was analyze data. Findings Our findings reveal that barriers, significantly negatively influence products. However, barrier do not exhibit significant impact. Additionally, discovered innovativeness positively influences intention, indicating users with higher are more inclined engage Furthermore, acts positive moderator, weakening negative impact intention. Originality/value The extends IRT by incorporating role individual innovativeness, providing holistic understanding factors impede widespread crucial for developing strategies mitigate potential ultimately promoting diffusion

Language: Английский

Citations

0
How Far Has the Public Accepted the Metaverse? – An Analysis of the Topic Evolution Based on China’s Largest Video Barrage Website DOI
Yiping Zhu, Yang Hu, Ying Zhang

et al.

International Journal of Human-Computer Interaction, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 21

Published: March 31, 2025

Language: Английский

Citations

0
The bright and dark side of metaverse marketing DOI Creative Commons
Weng Marc Lim, Sanchita Bansal, Priya Nangia

et al.

Global Business and Organizational Excellence, Journal Year: 2024, Volume and Issue: unknown

Published: Oct. 17, 2024

Abstract The metaverse is emerging from the amalgamation of augmented and virtual reality. Given novelty recency its potential implications for marketing, this study aims to (i) explore how marketing could manifest evolve in consumer behavior may be influenced ( what ) by (ii) engaging a systematic literature review focusing on positives negatives ), so that (iii) marketers can plan for, progress in, prosper informed strategies ). sheds light impact through an integrative framework highlights bright dark side based six key themes: increased digital innovation transformation, new possibilities, consumers’ interest metaverse, threatened privacy legal challenges, health concerns, sustainability issues. also presents 10 prominent cases real world enrich support findings. concludes outlining directions future marketing.

Language: Английский

Citations

1