Values of the Metaverse and Its Use in Marketing and Collaboration - Sponsored by the Asia Chapter

Description

The metaverse is a computer-mediated environment where users take the form of avatars when participating in activities and interacting with one another. In this talk, I will present a series of studies on the metaverse, from understanding the values of the metaverse for individual users to the use of the metaverse in marketing and collaboration. In the first study on values of the metaverse, we used the value-focused thinking approach to elicit these values from users and present the findings in the form of a means-ends objective network. In the second study on the use of the metaverse for marketing, we found that the metaverse presents both positive and negative effects on branding. In the third study on the use of the metaverse for collaboration, we compared individual versus group use of the metaverse to assess the effects on the work process and outcomes.