The term metaverse refers to a collective virtual shared space created by the convergence of virtually enhanced physical reality and physically persistent virtual space, including the sum of all virtual worlds, augmented reality, and the internet. In the context of marketing, the metaverse can be thought of as a new platform for brands to engage with consumers and create immersive, interactive experiences. Brands can use the metaverse to create virtual events, product demonstrations, and other interactive experiences that allow consumers to engage with the brand in a more meaningful way. The metaverse offers new and exciting opportunities for brands to connect with consumers and create engaging, interactive experiences that drive brand awareness and loyalty. As a result, more research is needed to provide reliable and accurate data on Metaverse in marketing. This study aims to assess the challenges and opportunities, thus building a frame of reference on metaverse in marketing. 

Metaverse in Marketing

The Metaverse: Survey, Trends, Novel Pipeline Ecosystem & Future Directions

We were promised that the Metaverse would revolutionize our lives, social interactions, work, and business. However, how and when will this happen? We have seen the growth and development of technology, but there is no agreement or prediction about a specific time, and we can only follow the how question. To investigate more leads about this concept, we considered a main research question: How is the Metaverse actually being perceived? This question is connected with three objectives: to verify how the Metaverse is being represented and characterized, identify the main dimensions that facilitate or influence the acceptance of the Metaverse, and identify the leading technologies that suit the Metaverse concept. This study consisted of a documental analysis—or meta-analysis—of fifty of the most relevant scientific papers (taking into account some inclusion criteria) published in the last three years, using the Leximancer software to create concept maps to illustrate the main concepts and themes extracted from the articles to understand their associations or relations with the Metaverse concept. This study provided us with essential findings about how this concept has been perceived and allowed us to answer our objectives, contributing to a scientific discussion on the topic, and provided some valid suggestions for future research, which is already in progress. It also provided new leads on approaching this concept in development.

/pdf/meeting-ourselves-or-other-sides-of-us-meta-analysis-of-the-h65ftqfd.pdf

Meeting Ourselves or Other Sides of Us?—Meta-Analysis of the Metaverse

XR provides benefits in innovation, competitiveness and sustainability that offset disruptions in and enhances physical reality. The Caribbean’s metaverse evolution started before the pandemic with the development of XR projects and creatives’ NFTs. The physical isolation during the Covid-19 pandemic accelerated the Caribbean’s interest in the metaverse and XR. In 2020, only 83 participants from Trinidad and Tobago entered the CARIRI AR/VR Challenge to demonstrate their XR ideas. There is a need to encourage and accelerate regional XR development. The purpose of this research is to explore Caribbean XR developers’ experiences to provide an understanding of the factors affecting their XR development. This paper addresses the question: What factors of influence will encourage the development of XR projects in the Caribbean to advance their metaverse development? Online questionnaires issued to Caribbean XR developers from July to December 2021 obtained responses from 77 participants throughout 13 regional countries. The primary data were statistically insignificant and skewed towards two countries (Jamaica and Trinidad & Tobago). Comparative and inferential analyses identified factors of influence, industry sectors, and design foci. The originality of this research is an XR development strategy that incorporates the I4.0, UX, and financial strategies. It establishes the XR project design foci (the user, the purpose and the location). The factors of influence minimum criteria and the industry sector(s) influence each design focus. An initial reference list of industry sectors is education (the preferred option), healthcare, tourism, culture, manufacturing for export, construction, entertainment, game development, agriculture, and environmental protection. The strategy’s value is in enabling content creators to design XR applications to meet consumers’ needs and increase the regional adoption of XR. The impact of the research on the Caribbean is to facilitate a path to the regional metaverse evolution. This research identified the need for a regional XR development policy.

/pdf/analysis-of-caribbean-xr-survey-creates-an-xr-development-28znr5ke.pdf

Analysis of Caribbean XR Survey Creates an XR Development Strategy as a Path to the Regional Metaverse Evolution

This research explores the user perceptions of the Metaverse Marketplace, analyzing a substantial dataset of over 860,000 Twitter posts through sentiment analysis and topic modeling techniques. The study aims to uncover the driving factors behind user engagement and sentiment in this novel digital trading space. Key findings highlight a predominantly positive user sentiment, with significant enthusiasm for the marketplace's revenue generation and entertainment potential, particularly within the gaming sector. Users express appreciation for the innovative opportunities the Metaverse Marketplace offers for artists, designers, and traders in handling and trading digital assets. This positive outlook is tempered by notable concerns regarding security and privacy within the Metaverse, pointing to a critical area for development and assurance. The study also reveals a substantial neutral sentiment, reflecting users' cautious but interested stance, particularly regarding the marketplace's role in investment and passive income opportunities. This balanced view underscores the evolving nature of user perceptions in this emerging field. Theoretically, the research enriches the discourse on technology adoption, particularly in virtual environments, by highlighting perceived benefits and enjoyment as significant adoption drivers. These insights are invaluable for stakeholders in the Metaverse Marketplace, guiding the development of more secure, engaging, and user-friendly platforms. While providing a pioneering perspective on Metaverse user perceptions, the study acknowledges its limitation to Twitter data, suggesting the need for broader research methodologies for a more holistic understanding. 

A Sentiment Analysis Approach for Understanding Users’ Perception of Metaverse Marketplace

The metaverse is a new place where people's avatars spend their time playing, working, having fun, cultural outing, and more. Although metaverse offers many experiences to its users, one of the metaverse experiences where users spend the most time is the gaming experience. Therefore, this study investigates the opinions of the participants who experienced the Nikeland sports game, which is the initiative of the Nike sports brand in the metaverse. Within the scope of the research, semi-structured interviews were conducted with the participants who experienced the Nikeland game. Seven themes were obtained: the age beyond sports, atmospheric, feelings, chaotic structure in access, flow, perception of reality and innovative brand in this research. As a result of the findings, although the game initiative of the Nike brand in the metaverse is still in its infancy, it has been seen that there is a belief that this initiative will come to better places in the future. As a consequent of the literature review of the metaverse and the opinions of the users who have experienced the Nikeland game, the researchers have obtained results that the concepts of sports and metaverse are not far from each other and that the sports brands in the metaverse will increase.

The Age Beyond Sports: User Experience in the World of Metaverse

This study is about scientific analysis of Multiple Sclerosis rehabilitation. For this purpose, scientific mapping method was used in the analysis of publications. Scientific studies published in the Web of Science (WoS) database on rehabilitation in patients with multiple sclerosis between 1986-2021 were analyzed by bibliometric analysis method. VOSviewer package program was used to analyze the data. The data were analyzed in terms of variables such as the author of the publications, countries, active journal, citations, institutions, keywords. As a result of the study, regarding the publications on multiple sclerosis and its rehabilitation; the highest number of studies were published between 2018-2021, with the USA in the first place in this regard; Researchers affiliated with the University of Alabama Birmingham have the most publications on this subject; most publications were published in the journal Disability and Rehabilitation; the researcher who contributed the most to the subject is Robert W. Motl; It was seen that the most cited publication on multiple sclerosis belongs to Kurtzke JF. From Turkey, Idiman E. is at the forefront of the names that contribute to this field. As a result of the findings, it has been observed that the publications on multiple sclerosis and its rehabilitation have increased in recent years. This study can provide researchers with useful information about research directions and limitations, and co-authorship of publications. Focus on research base and collaborations should be increased for high quality multiple sclerosis rehabilitation studies.

/pdf/analysis-of-rehabilitation-in-multiple-sclerosis-with-1cfkdqc8.pdf

Analysis of rehabilitation in multiple sclerosis with scientific mapping method

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The Age Beyond Sports: User Experience in the World of Metaverse

Analysis of rehabilitation in multiple sclerosis with scientific mapping method