Defining the Metaverse with challenges and opportunities in the business environment

ABSTRACT

This paper defines the Metaverse in the business environment using a holistic lens, highlighting opportunities and challenges. The research is based on a systematic literature review (SLR) that collects definitions, opportunities and challenges of the Metaverse from the latest marketing and management research streams. The research results highlight the emergence of the Metaverse as a technology that facilitates communication, actor interaction and knowledge dissemination, both for the competitive advantage of companies and for the social interaction of people in society.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.