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Faith in metaverse: understanding adoption intentions of metaverse amongst the Muslim students

Mohd Azhar (School of Business, Woxsen University, Hyderabad, India)
Ruksar Ali (Department of Commerce, Aligarh Muslim University, Aligarh, India)
Ariba Naz (School of Management and Business Studies, Jamia Hamdard, New Delhi, India)
Sujood (Department of Tourism and Hospitality Management, Jamia Millia Islamia Central University, New Delhi, India)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 3 June 2024




The purpose of this study is to investigate the antecedents of metaverse adoption intention amongst Muslim students by expanding the technology acceptance model (TAM) to incorporate factors viz. perceived cyber risk (PCR), perceived enjoyment (PE), personal innovativeness in IT (PIT), self-efficacy (SE), trust (TR) and religiosity (RL).


An online survey was circulated using a Google questionnaire to gather information on the study constructs. Purposive and snowball sampling techniques were adopted to reach the targeted students. The proposed associations were examined through the application of structural equation modelling with the use of AMOS software.


The findings suggest that the empirical results derived from the study present a compelling and effective model, and the model is designed to elucidate the intentions of Indian Muslim students regarding their willingness to embrace or adopt the metaverse. The research has identified and showcased a robust conceptual framework that provides insights into the factors influencing the metaverse adoption intentions among Muslim students.

Research limitations/implications

This research adds value to the existing literature by expanding the understanding of metaverse adoption amongst Muslim students. This thorough framework offers an intricate comprehension of metaverse adoption, offering a theoretical framework beyond traditional technological determinants. This study provides important insights that can assist educationists, administrators and policymakers in various ways in chalking out essential strategies, policies and programmes related to metaverse adoption amongst Muslim students.


This study is unique as the six additional constructs, viz. PCR, PE, PIT, SE, TR and RL, are included in the original TAM model, thus filling the literature gap. It also augments the comprehension of the metaverse and unfolds the antecedents of metaverse adoption intention amongst Muslim societies through the lens of students.



Azhar, M., Ali, R., Naz, A. and Sujood, S. (2024), "Faith in metaverse: understanding adoption intentions of metaverse amongst the Muslim students", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.



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