IDEAS home Printed from https://ideas.repec.org/a/spr/infosf/v25y2023i6d10.1007_s10796-022-10364-4.html
   My bibliography  Save this article

Chasing Metaverses: Reflecting on Existing Literature to Understand the Business Value of Metaverses

Author

Listed:
  • Ariana Polyviou

    (University of Nicosia)

  • Ilias O. Pappas

    (University of Agder
    Norwegian University of Science and Technology)

Abstract

Metaverses refer to immersive virtual worlds in which people, places, and things of the physical world are represented by their digital representations. The wide adoption of metaverses is expected to widely disrupt the way we interact in the virtual world by elevating our online interactive experiences and bringing a plethora of implications for businesses. Following a structured literature review of related research published in the last decade, we shed light on our current understanding of metaverses and reflect on the potentially transformative value of metaverses for businesses in the near future. We draw on an established research framework to organize the insights of existing literature across different levels of analysis and activities’ purpose. Through this analysis, we reveal eight propositions on the changes brought by the use of metaverses and identify a number of open questions which could serve as future research avenues.

Suggested Citation

  • Ariana Polyviou & Ilias O. Pappas, 2023. "Chasing Metaverses: Reflecting on Existing Literature to Understand the Business Value of Metaverses," Information Systems Frontiers, Springer, vol. 25(6), pages 2417-2438, December.
    • Handle: RePEc:spr:infosf:v:25:y:2023:i:6:d:10.1007_s10796-022-10364-4
    DOI: 10.1007/s10796-022-10364-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10796-022-10364-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10796-022-10364-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ikram Bououd & Sana Rouis & Imed Boughzala, 2013. "Social loafing impact on collaboration in 3D virtual worlds : an empirical study," Grenoble Ecole de Management (Post-Print) hal-01244314, HAL.
    2. Choi, Hee-soo & Kim, Sang-heon, 2017. "A content service deployment plan for metaverse museum exhibitions—Centering on the combination of beacons and HMDs," International Journal of Information Management, Elsevier, vol. 37(1), pages 1519-1527.
    3. Y. Dwivedi & E. Ismagilova & L. Hughes & J. Carlson & R. Filieri & J. Jacobson & V. Jain & H. Karjaluoto & H. Kefi & A. S. Krishen & V. Kumar & M. Rahman & R. Raman & P. Rauschnabel & J. Rowley & J. S, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," Post-Print hal-04713688, HAL.
    4. Papagiannidis, Savvas & See-To, Eric & Bourlakis, Michael, 2014. "Virtual test-driving: The impact of simulated products on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 877-887.
    5. Opland, Leif Erik & Pappas, Ilias O. & Engesmo, Jostein & Jaccheri, Letizia, 2022. "Employee-driven digital innovation: A systematic review and a research agenda," Journal of Business Research, Elsevier, vol. 143(C), pages 255-271.
    6. Gajendra Sharma & Ye Qiang & Sun Wenjun & Lu Qi, 2013. "Communication in virtual world: Second life and business opportunities," Information Systems Frontiers, Springer, vol. 15(4), pages 677-694, September.
    7. Zhou, Michael & Leenders, Mark A.A.M. & Cong, Ling Mei, 2018. "Ownership in the virtual world and the implications for long-term user innovation success," Technovation, Elsevier, vol. 78(C), pages 56-65.
    8. Ilias O. Pappas & Patrick Mikalef & Michail N. Giannakos & John Krogstie & George Lekakos, 2018. "Big data and business analytics ecosystems: paving the way towards digital transformation and sustainable societies," Information Systems and e-Business Management, Springer, vol. 16(3), pages 479-491, August.
    9. Dwivedi, Yogesh K. & Ismagilova, Elvira & Hughes, D. Laurie & Carlson, Jamie & Filieri, Raffaele & Jacobson, Jenna & Jain, Varsha & Karjaluoto, Heikki & Kefi, Hajer & Krishen, Anjala S. & Kumar, Vikra, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," International Journal of Information Management, Elsevier, vol. 59(C).
    10. Yulei Gavin Zhang & Mandy Yan Dang & Hsinchun Chen, 2020. "An Explorative Study on the Virtual World: Investigating the Avatar Gender and Avatar Age Differences in their Social Interactions for Help-Seeking," Information Systems Frontiers, Springer, vol. 22(4), pages 911-925, August.
    11. Struijk, Mylène & Ou, Carol & Davison, R.M. & Angelopoulos, Spyros, 2022. "Putting the IS back into IS research," Other publications TiSEM d9d64ac5-7db1-4135-8d09-9, Tilburg University, School of Economics and Management.
    12. Marten Risius & Kai Spohrer, 2017. "A Blockchain Research Framework," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 59(6), pages 385-409, December.
    13. Chylinski, Mathew & Heller, Jonas & Hilken, Tim & Keeling, Debbie Isobel & Mahr, Dominik & de Ruyter, Ko, 2020. "Augmented reality marketing: A technology-enabled approach to situated customer experience," Australasian marketing journal, Elsevier, vol. 28(4), pages 374-384.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kumar, Aman & Shankar, Amit & Behl, Abhishek & Wamba, Samuel Fosso, 2025. "Do you believe in the metaverse NFTs? Understanding the value proposition of NFTs in the metaverse," Technological Forecasting and Social Change, Elsevier, vol. 210(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Janarthanan Balakrishnan & Yogesh K. Dwivedi & Laurie Hughes & Frederic Boy, 2024. "Enablers and Inhibitors of AI-Powered Voice Assistants: A Dual-Factor Approach by Integrating the Status Quo Bias and Technology Acceptance Model," Information Systems Frontiers, Springer, vol. 26(3), pages 921-942, June.
    2. Raghavendra Prasanna Kumar & Arindam Banerjee & Zahran Al-Salti & S. Ananda, 2024. "Technology acceptance model and customer engagement: mediating role of customer satisfaction," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1062-1076, September.
    3. Abdulwahed Nasser M Alharkan & Edyta Wolny-Abouelwafa & Ashwaq Althowibi & Hana Khalid Alhumaid & Amera Alharbi & Haifa Alghamdi & Shahla Abu Zahra, 2024. "Exploring EFL Teachers’ Perspectives on the Role of Social Media for Building Trust in the Workplace," World Journal of English Language, Sciedu Press, vol. 14(6), pages 405-405, November.
    4. Norhidayah Ali & Suhaida Abu Bakar & Rini Lestari, 2025. "From Responsivity to Retention: Unpacking the Role of Timely Engagement in Customer Loyalty," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 494-507, April.
    5. Mirzaei, Abas & Wilkie, Dean Charles Hugh & Burgess, Amelie Jay, 2024. "Does human value-expressive brand anthropomorphism on social media lead to greater brand competitiveness?," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    6. Guangce Ruan & Lei Xia & Xin Wen & Yinuo Dong, 2025. "Exploring the Dynamic Interplay of User Characteristics and Topic Influence on Weibo: A Comprehensive Analysis," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 3030-3057, March.
    7. Yogesh Dwivedi & Janarthanan Balakrishnan & Abdullah Baabdullah & Ronnie Das, 2023. "Do Chatbots Establish “Humanness” in the Customer Purchase Journey? An Investigation Through Explanatory Sequential Design," Post-Print hal-04533557, HAL.
    8. Adalarasu, K. & Ghousiya Begum, K. & Vishnu Priyan, M. & Devendranath, C. & Sriram, G.V., 2025. "Neuro-signaling techniques in advertisement endorsements: Unveiling consumer responses and behavioral trends," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    9. Niken Suyanti & Budiyanto & Khuzaini, 2024. "The Power of Atmosphere, Gifts, and Interaction: Exploring Hedonic Value's Mediation in Repurchase Intention for Oppo Smartphones," European Journal of Studies in Management and Business, EUROKD, vol. 31, pages 48-63.
    10. Benhui Ren & Rosita Binti Mohd Tajuddin & Shaliza Binti Mohd Shariff & Binyao Ning & Rosmini Omar & Jing Deng, 2025. "Social Media Influencers – Current Dynamics and Future Prospects," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(1), pages 554-567, January.
    11. Ricardo Costa-Climent & Samuel Ribeiro Navarrete & Darek M. Haftor & Marcin W. Staniewski, 2024. "Value creation and appropriation from the use of machine learning: a study of start-ups using fuzzy-set qualitative comparative analysis," International Entrepreneurship and Management Journal, Springer, vol. 20(2), pages 935-967, June.
    12. Truong Thi Hue & Ta Huy Hung, 2025. "Impact of artificial intelligence on branding: a bibliometric review and future research directions," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-11, December.
    13. repec:zib:zbmbmj:v:3:y:2023:i:2:p:84-92 is not listed on IDEAS
    14. Mariya Ali & Asad Ahmad & Sadaf Siraj & Dag Øivind Madsen, 2025. "A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour," Future Business Journal, Springer, vol. 11(1), pages 1-13, December.
    15. Srikrishna Chintalapati & Shivendra Kumar Pandey, 2025. "Factors driving the adoption of AI-powered marketing in financial services: a practitioner field study," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 52(1), pages 17-36, March.
    16. Zhao, Xiangqi & Huang, Zhe, 2024. "A method for exploring consumer satisfaction factors using online reviews: A study on anti-cold drugs," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    17. Tok Hua Jun & Lwi Jia Xin & Mohamad Amri Maulana Bin Suroso & Ma ChenHao & Foo Yang & Faizah Mohd Fakhruddin, 2025. "Shaping Modern Families: A Study of Family Size Determinants among Malaysian Millennial Parents," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(3), pages 4470-4487, March.
    18. JingJing Zheng & Dasen Yang & Enlong Li & Yurong Ma & Yu Wang, 2025. "Bridging the Digital Divide: Leveraging New Media for Rural Development," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 4626-4651, March.
    19. Eley Suzana Kasim & Hazlina Mohd Padil & Norlaila Md. Zin & Dalila Daud & Sharifah Norzehan Syed Yusuf & Mamun Habib & Saad Hasan, 2024. "The Role of Social Media on Customer Relationship Management and Business Resilience among Agriculture Entrepreneurs," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 3970-3984, December.
    20. Anna Granstedt, 2024. "The past, present, and future of social media marketing ethics," AMS Review, Springer;Academy of Marketing Science, vol. 14(3), pages 278-296, December.
    21. Nor Faradhila Md Nor & Siti Rahayu Ismail & Norasekin Abd Rashid, 2024. "Factors Influencing the Career Advancement of Malaysian Women Homepreneurs on the TikTok Platform," Information Management and Business Review, AMH International, vol. 16(3), pages 991-998.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:infosf:v:25:y:2023:i:6:d:10.1007_s10796-022-10364-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.