Purpose Ever since its emergence, the metaverse has presented opportunities and
disruptions to every stakeholder, including individual users and organizations. This article …

The widespread adoption of the metaverse has generated significant discussions within the
marketing community about the challenges and opportunities it presents for consumer …

The metaverse has increasingly attracted the attention of academics and practitioners, who
attempt to better understand its theoretical foundations and business application areas. This …

Purpose This study aims to present and explain the concept of Metaverse, which will
revolutionize nearly every industry and can be regarded as the 3D version of the internet …

Although it is still at the inception stage, the Metaverse is likely to revolutionize service
marketing and management by disrupting existing business strategies, consumer norms …

The initial hype and fanfare from the Meta Platforms view of how the metaverse could be
brought to life has evolved into an ongoing discussion of not only the metaverse's impact on …

Purpose This study aims to discuss the current context, scope and impacts of a metaverse in
the hospitality and tourism industry. Although existing literature discussed the potentials of …

Real-time multisensory social interactions (RMSIs) between people are at the center of the
metaverse, a new computer-mediated environment consisting of virtual “worlds” in which …

Purpose The purpose of this study is to develop the scale of the metaverse experience and
examine the effect of the metaverse experience on consumer happiness in luxury brands …

Metaverse implementations have started to emerge in various industries with the promise of
providing better industrial services and a more sustainable society (Society 5.0). At the same …