Article
Business
Kevin Giang Barrera, Denish Shah
Summary: This study proposes a definition and framework for the emerging 'metaverse' by integrating findings from literature review and expert viewpoints. The potential of the metaverse is being accelerated by consumer engagement and transactions in virtual spaces, as well as significant investments by firms. However, the current understanding of the metaverse and its implications for marketing practice and research is lacking.
JOURNAL OF BUSINESS RESEARCH
(2023)
Article
Business
Noemie Dehling
Summary: Despite the lack of consumer research on silence and the limited perspective it has been approached from, this article offers a comprehensive definition of silence and categorizes silence experiences. It also presents a framework identifying the functions of silence and factors influencing its effects. Finally, the article proposes an agenda for future research on silence in the consumer experience.
JOURNAL OF BUSINESS RESEARCH
(2023)
Article
Management
Robert Kozinets
Summary: This paper aims to provide service researchers with a new qualitative approach, called immersive netnography, to study the service experiences of immersive technologies. The article develops the scope, definition, and procedures for immersive netnography through logical argumentation and follows established methodological rules. The limitations of conducting high-quality netnography are also discussed. Furthermore, the paper highlights the ethical and cultural considerations in studying service experiences in immersive technology contexts and proposes a new market research method for industries and organizations.
JOURNAL OF SERVICE MANAGEMENT
(2023)
Article
Business
Yogesh K. Dwivedi, Laurie Hughes, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta, Russell Belk, Dimitrios Buhalis, Vincent Dutot, Reto Felix, Raffaele Filieri, Carlos Flavian, Anders Gustafsson, Chris Hinsch, Svend Hollensen, Varsha Jain, Jooyoung Kim, Anjala S. Krishen, Jared O. Lartey, Neeraj Pandey, Samuel Ribeiro-Navarrete, Ramakrishnan Raman, Philipp A. Rauschnabel, Amalesh Sharma, Marianna Sigala, Cleopatra Veloutsou, Jochen Wirtz
Summary: The initial hype surrounding Meta Platforms' vision for the metaverse has evolved into ongoing discussions about its impact on users, organizations, and society at large. The potential for consumer interaction with brands within the metaverse is a subject of significant debate in marketing circles, highlighting both challenges and transformative opportunities. This study explores the marketing implications of widespread adoption of the metaverse, drawing on expert insights to identify new research directions and propose a framework that offers valuable contributions to academia, practice, and policy-making. It concludes with a checklist for researchers, clarifying how the metaverse can benefit digital marketing and advertising, branding, services, value creation, and consumer well-being.
PSYCHOLOGY & MARKETING
(2023)
Article
Information Science & Library Science
Yogesh K. Dwivedi, Laurie Hughes, Abdullah M. Baabdullah, Samuel Ribeiro-Navarrete, Mihalis Giannakis, Mutaz M. Al-Debei, Denis Dennehy, Bhimaraya Metri, Dimitrios Buhalis, Christy M. K. Cheung, Kieran Conboy, Ronan Doyle, Rameshwar Dubey, Vincent Dutot, Reto Felix, D. P. Goyal, Anders Gustafsson, Chris Hinsch, Ikram Jebabli, Marijn Janssen, Young-Gab Kim, Jooyoung Kim, Stefan Koos, David Kreps, Nir Kshetri, Vikram Kumar, Keng-Boon Ooi, Savvas Papagiannidis, Ilias O. Pappas, Ariana Polyviou, Sang-Min Park, Neeraj Pandey, Maciel M. Queiroz, Ramakrishnan Raman, Philipp A. Rauschnabel, Anuragini Shirish, Marianna Sigala, Konstantina Spanaki, Garry Wei-Han Tan, Manoj Kumar Tiwari, Giampaolo Viglia, Samuel Fosso Wamba
Summary: The metaverse has the potential to revolutionize the way we work, leisure, and interact socially by extending the physical world using augmented and virtual reality technologies. Although there are currently limitations in technology and infrastructure, researchers are increasingly studying the transformative impact of the metaverse on various sectors, including marketing, education, and healthcare, as well as potential societal issues.
INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT
(2022)
Article
Business
Hyejune Park, Rachel Esther Lim
Summary: In recent years, the concept of the metaverse, a network of 3D virtual worlds integrating physical and digital elements, has gained attention. Fashion brands are now exploring the metaverse as a new marketing platform that has the potential to revolutionize the fashion industry. However, there is currently a lack of consensus and academic research on the nature and impact of the metaverse on fashion brands' marketing strategies and brand experiences. This study aims to fill this gap by analyzing trade journals and industry articles on fashion brands' metaverse strategies to provide a typology of current marketing strategies and propose a theoretical framework that explains the effects of different metaverse strategies on brand equity dimensions.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2023)
Article
Computer Science, Cybernetics
Chris Creed, Maadh Al-Kalbani, Arthur Theil, Sayan Sarcar, Ian Williams
Summary: Augmented and virtual reality experiences pose challenges for disabled individuals, hindering their full engagement with immersive platforms. Despite initial exploration of potential solutions, there remains a lack of understanding regarding the research areas that require further investigation to support inclusive AR/VR systems. To address this gap, collaborative sandpits were conducted with stakeholders from academia, industry, disability organizations, and assistive technologists to identify key research challenges, opportunities, and solutions for specific disabilities and the overall development of more accessible immersive platforms.
INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION
(2023)
Article
Neurosciences
Farzad Saffari, Shobhit Kakaria, Enrique Bigne, Luis E. Bruni, Sahar Zarei, Thomas Z. Ramsoy
Summary: This study investigates the neural mechanism behind consumer decision-making processes by examining asymmetrical activation of the frontal lobe using electroencephalogram (EEG). The results show that there is a distinction between planned and unplanned decisions based on frontal asymmetry, with stronger asymmetry deflections observed during unplanned purchases. Moreover, clear differences in frontal asymmetry in the alpha, beta, and gamma ranges are found between choice and no-choice periods during shopping tasks.
FRONTIERS IN NEUROSCIENCE
(2023)
Review
Chemistry, Multidisciplinary
Bingqing Shen, Weiming Tan, Jingzhi Guo, Linshuang Zhao, Peng Qin
Summary: Virtual commerce leverages immersive technologies like augmented reality and virtual reality to shift consumer perception from 2D product catalogs to 3D virtual spaces, ultimately promoting the purchase of products and services. The alignment of application design paradigms and understanding consumer behavior are crucial for the success of virtual commerce, creating impressive buying experiences.
APPLIED SCIENCES-BASEL
(2021)
Article
Hospitality, Leisure, Sport & Tourism
Fiona X. X. Yang, Ye Wang
Summary: This conceptual paper examines the past, present, and future of the metaverse in the tourism domain. It introduces a 4Is taxonomy of metaverse tourism: imitation, intensification, interaction, and integration. The research sets an agenda for future studies.
JOURNAL OF HOSPITALITY & TOURISM RESEARCH
(2023)
Article
Chemistry, Analytical
Shih-Che Lo, Hung-Hsu Tsai
Summary: In this study, a novel 3D virtual reality architecture (VRAM) was proposed for water resources education. Experimental results showed that learners using VRAM had significant improvement in learning environmental conservation concepts. Analyzing learners' interactive VRAM portfolios can help improve the quality of environmental conservation education.
Article
Business
Woo Bin Kim, Ho Jung Choo
Summary: With the rise of contact-free era, consumers enjoy shopping in virtual reality (VR) without physical constraints, stimulating their creativity and imagination. However, limited research has explored how VR enhances consumer creativity in shopping. This study investigates the mechanism between VR shopping experience and consumer creativity, finding that immersive VR experiences increase creative abilities through perceptual curiosity towards the virtual store. Moreover, store fantasy can further enhance perceptual curiosity. This study contributes to literature and provides value to retailers planning VR shopping content.
JOURNAL OF BUSINESS RESEARCH
(2023)
Article
Information Science & Library Science
Ayoung Suh
Summary: This study examines the effects of users' cognitive appraisals on the emotional, behavioral, and social consequences in the context of social virtual reality (VR). The findings reveal that users' perceived opportunities in social VR are more influenced by technological opportunities, while perceived threats are more affected by social threats. The study also highlights the positive impact of users' continuance intention on behavioral engagement and social self-efficacy.
INFORMATION TECHNOLOGY & PEOPLE
(2023)
Article
Computer Science, Artificial Intelligence
Ching Ping Kwok, Yuk Ming Tang
Summary: Nowadays, customer-centric innovation plays a crucial role in affective design, aiming to meet the needs of a specific group of customers for sales and marketing. Designing a novel and innovative product that appeals to customers remains challenging due to various factors, such as understanding customer preferences and optimizing technical and aesthetical design elements. To address this, a sophisticated optimization technique called the Fuzzy multi-criteria decision-making (MCDM) approach is proposed, which combines the Hybrid Fuzzy-based Analytical Hierarchy Process and the Integral-based Taguchi Method. This approach helps identify essential factors and design parameters for product enclosure design based on customer preferences and technical requirements.
ADVANCED ENGINEERING INFORMATICS
(2023)
Article
Information Science & Library Science
Ashish Singla, Nakul Gupta, Prageet Aeron, Anshul Jain, Ruchi Garg, Divya Sharma, Brij B. Gupta, Varsha Arya
Summary: This research study fills the gap between virtual worlds and the metaverse, providing a comprehensive definition of the metaverse and exploring its design elements. It uses a hybrid research methodology to analyze case studies and establishes theoretical linkages between the sociotechnical fabric and applications of the metaverse.
JOURNAL OF GLOBAL INFORMATION MANAGEMENT
(2023)
