Toggle Main Menu Toggle Search

Open Access padlockePrints

Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy

Lookup NU author(s): Professor Savvas PapagiannidisORCiD



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


The metaverse has the potential to extend the physical world using augmented and virtual reality technologies allowing users to seamlessly interact within real and simulated environments using avatars and holograms. Virtual environments and immersive games (such as, Second Life, Fortnite, Roblox and VRChat) have been described as antecedents of the metaverse and offer some insight to the potential socio-economic impact of a fully functional persistent cross platform metaverse. Separating the hype and “meta…” rebranding from current reality is difficult, as “big tech” paints a picture of the transformative nature of the metaverse and how it will positively impact people in their work, leisure, and social interaction. The potential impact on the way we conduct business, interact with brands and others, and develop shared experiences is likely to be transformational as the distinct lines between physical and digital are likely to be somewhat blurred from current perceptions. However, although the technology and infrastructure does not yet exist to allow the development of new immersive virtual worlds at scale - one that our avatars could transcend across platforms, researchers are increasingly examining the transformative impact of the metaverse. Impacted sectors include marketing, education, healthcare as well as societal effects relating to social interaction factors from widespread adoption, and issues relating to trust, privacy, bias, disinformation, application of law as well as psychological aspects linked to addiction and impact on vulnerable people. This study examines these topics in detail by combining the informed narrative and multi-perspective approach from experts with varied disciplinary backgrounds on many aspects of the metaverse and its transformational impact. The paper concludes by proposing a future research agenda that is valuable for researchers, professionals and policy makers alike.

Publication metadata

Author(s): Dwivedi YK, Hughes L, Baabdullah AM, Ribeiro-Navarrete S, Giannakis M, Al-Debei MM, Dennehy D, Metri B, Buhalis D, Cheung CMK, Conboy K, Doyle R, Dubey Rr, Dutot V, Felix R, Goyal DP, Gustafsson A, Hinsch C, Jebabli I, Janssen M, Kim Y, Kim J, Koos S, Kreps D, Kshetri N, Kumar V, Ooi K, Papagiannidis S, Pappas I, Polyviou A, Park S, Pandey N, Queiroz MM, Raman R, Rauschnabel PA, Shirish A, Sigala M, Spanaki K, Wei-Han Tan G, Tiwari MK, Viglia G, Wamba SF

Publication type: Article

Publication status: Published

Journal: International Journal of Information Management

Year: 2022

Volume: 66

Print publication date: 01/10/2022

Online publication date: 16/07/2022

Acceptance date: 16/07/2022

Date deposited: 16/07/2022

ISSN (print): 0268-4012

ISSN (electronic): 1873-4707

Publisher: Elsevier Ltd


DOI: 10.1016/j.ijinfomgt.2022.102542


Altmetrics provided by Altmetric