Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation

TLDR

The metaverse is a next‑generation internet platform that uses XR technologies to enable real‑time interactions beyond what is possible in the physical world, attracting corporate interest for profit maximization. This paper presents perspectives on how the metaverse will impact marketing, tourism, manufacturing, operations management, education, retail, banking, healthcare, and human resources. The authors provide an overview of each domain, outlining opportunities, challenges, and a research agenda.

Abstract

The term metaverse is described as the next iteration of the Internet. Metaverse is a virtual platform that uses extended reality technologies, i.e. augmented reality, virtual reality, mixed reality, 3D graphics, and other emerging technologies to allow real-time interactions and experiences in ways that are not possible in the physical world. Companies have begun to notice the impact of the metaverse and how it may help maximize profits. The purpose of this paper is to offer perspectives on several important areas, i.e. marketing, tourism, manufacturing, operations management, education, the retailing industry, banking services, healthcare, and human resource management that are likely to be impacted by the adoption and use of a metaverse. Each includes an overview, opportunities, challenges, and a potential research agenda.