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Despite the promising development and marketing potential of the metaverse, our understanding of how realistic metaverse environments impact user engagement and behaviours remains limited. This study investigates the role of perceived realism in influencing user engagement, thereby affecting external search behaviour and visit intentions.

We surveyed 270 active metaverse users to test the research model. The data were analysed using partial least squares structural equation modelling (PLS-SEM).

The results of our study show that three dimensions of realism – avatar involvement, perceptual pervasiveness and social realism – significantly enhance user engagement, which in turn influences external search behaviour and visit intention. In contrast, simulation realism and freedom of choice have minimal effects on absorption and dedication.

This study highlights the role of perceived realism in enhancing user engagement with the metaverse and its impact on physical world behaviours. It contributes to metaverse literature by demonstrating that engagement within the metaverse significantly influences physical world behaviours, including visit intentions and external search behaviours.

This study offers practical guidance for developers to enhance user engagement in metaverse environments. Specifically, our findings advocate for visual and audio quality enhancements, greater persuasiveness of virtual spaces, improved avatar representativeness and a closer alignment of metaverse activities with real-life events.

This study advances the theoretical understanding of perceived realism by examining how its dimensions – such as visual and audio quality, avatar representativeness and alignment with real-life events – impact user engagement in the metaverse. It also explores how this engagement influences offline behaviours, thus bridging the gap between virtual and real-world interactions.

This study aims to provide supplements to the research on digital human avatar (DHA) and suggestions for brands to use DHA appropriately to build brand fans effect.

On the basis of integrating Avatar theory and Stimulus-organism-response theory, this study obtains data from 733 Chinese respondents aged 18–25 and uses regression analysis and bootstrap analysis to verify the relationships among the variables: DHA characteristics (form realism, behavioral realism and brand alignment) as the independent variables, brand fans effect as the dependent variable, consumer positive emotion as the mediating variable and product type (experience vs search) as the moderating variable.

The results show that DHA characteristics positively influence brand fans effect and consumer positive emotion, consumer positive emotion positively influences brand fans effect and consumer positive emotion plays a mediating role. Meanwhile, for experience products, the impact of DHA’s form realism and behavioral realism on consumer positive emotion is higher than that of brand alignment; for search products, the impact of DHA’s brand alignment on consumer positive emotion is higher than that of form realism and behavioral realism.

This study enriches and expands the empirical research perspectives and conclusions in the DHA field, improves its research framework and provides suggestions for brands to appropriately use DHA to build brand fans effect.

This paper investigates how individuals' decision-making approach and perceptions of a game's cognitive realism affect the performance of virtual businesses in a web-based simulation game.

Survey data are collected from 274 business simulation game users and is analysed using the fsQCA technique.

The study identifies three alternative pathways to high and low performance in a business simulation game. Results indicate that a flexible decision-making approach exists in all high performance pathway solutions. Where a game is perceived to be realistic, a more focused decision-making approach is associated with high performance. However, where perceived cognitive realism is absent, a less focused experimental decision-making approach is employed, which increases the chances to achieve low performance. Finally, perceived cognitive realism and an experimental decision-making approach are found to be mutually exclusive for achieving high performance.

Whilst the learning benefits of web-based simulation games are widely acknowledged, the complex interplay amongst factors affecting performance in games is under-researched. Limited research exists on how perceptions of a game's cognitive realism interact with user decision-making approaches to affect performance.

Critical realism is an increasingly popular “lens” through which complex events, entities and phenomena can be studied. Yet detailed operationalisations of critical realism are at present relatively scarce. This study's objective here is built on existing debates by developing an open systems model of reality, a basis for designing appropriate, internally consistent methodologies.

The authors use a qualitative case study examining changing practices for client contact management in professional services firms during restrictions imposed by the COVID-19 crisis to show how the model can be operationalised across all stages of a research study.

This study contributes to the literature on qualitative applications of critical realism by providing a detailed example of how the research paradigm influenced choices at every stage of the case study process.

More importantly, this model of reality as an open system provides a tool for other researchers to use in their own operationalisation of critical realism in a variety of different settings.

Through the theoretical lenses of media richness, perceived realism and customer engagement, this study aims to investigate the mechanisms that promote customer engagement in metaverse-mediated environments in the meetings, incentives, conferences and exhibitions (MICE) context, as well as the impact of customer engagement on customers’ metaverse usage intensity and future visit intention.

A survey of customers who have experience with metaverse-mediated MICE activities was conducted. Data from 267 respondents were analysed using partial least squares-structural equation modelling and fuzzy-set qualitative comparative analysis (fsQCA) to test our research framework.

Media richness dimensions, including multiple cues, immediate feedback and personal focus, were found to enhance perceived metaverse realism, which in turn affects the dimensions of customer engagement, leading to customers’ metaverse usage intensity and future visit intention. The fsQCA analysis identifies three configurations that lead to high event visit intention.

This research helps developers and marketers better understand how rich media contents create realistic experiences in the metaverse, aiding them to devise strategies for customer engagement and improve resource allocation.

Despite its potentially revolutionary impacts, empirical studies on the mechanisms driving customer engagement in the metaverse and its effects are scarce. This study contributes by revealing the multiple-phase mechanism of the customer engagement journey in the metaverse-mediated MICE context. By expanding the media richness theory into this area, our study provides new insights by illustrating how media richness dimensions create multisensory experiences and real-time interactions, enhancing perceived metaverse realism and customer engagement. It also addresses the debate on whether metaverse-mediated events substitute or complement real-life events.

The purpose of this paper is to demonstrate how critical realism can be mobilised as a meta-theory, or philosophical under-labourer, for research on space accounting and how this may further inquiries into the known as well as the unknown implications of space exploration and commercialisation.

This is a conceptual paper that applies critical realism to the field of space accounting using cost management in space contracts as an illustrative example.

Adopting a naturalised version of critical realism that recognises the complex interplay between natural and social realities, the author nuances the distinction between intransitive and transitive objects of knowledge and advances a framework that may be used as a starting point for a transfactual mode of reasoning. The author then applies this mode of reasoning to the topic of cost management in the space sector and illustrates how it may enhance our insights into what causes cost overruns in space contracts.

By adopting a naturalised version of critical realism, the author establishes a philosophical framework that can support the broadly based, inter-disciplinary research agenda that has been envisaged for research on space accounting and possibly inform policy development.

This paper is the first to apply a critical realist perspective to space accounting and lays a philosophical foundation for future research on the topic.

This study aims to examine the nexus of the US rebalance strategy to Asia and the US–China rivalry in the South China Sea (SCS) from the perspective of the offensive realism theory.

The study depends on the descriptive approach that deals with the analysis and description of the phenomenon. Also, the study uses the qualitative method to analyze the primary sources concerning the rebalance.

The study has found four results: first, the rebalance strategy to Asia is a comprehensive strategy to contain China’s rise. Second, China’s offensive strategy in the SCS since 2008 has been the main driver of launching the rebalance. Third, offensive realism presents a convenient analysis to understand the rebalance, China’s offensive strategy in the SCS, and the US–China rivalry in the SCS. Forth, SCS is one of the most important venues of the US–China rivalry for global hegemony.

Limited to the period from 2009 to 2016. The Obama Era.

This study highlights the centrality of the SCS in the US–China global rivalry that has not been yet well researched.

We present configurational theorising as a novel approach to developing middle-range theory in two steps: (1) we illustrate configurational theorising as a new form of supply chain inquiry by connecting its philosophical assumptions with a methodological execution, and (2) we generate new insights underpinning a middle-range theory for supply chain resilience.

We synthesise information from a range of sources and invoke ‘critical realism” to suggest a five-phase configurational theorising roadmap to develop middle-range theory. We demonstrate this roadmap to explain supply chain resilience by analysing qualitative data from 22 organisations within the Australian food supply chain.

Coopetition and supply chain collaboration are necessary causal conditions, but they need to combine with either supply chain agility or multi-sourcing strategy to build supply chain resilience. Asymmetrical analyses showed that the simultaneous absence of supply chain collaboration, supply chain agility and multi-sourcing results in low supply chain resilience, but coopetition was indifferent to low supply chain resilience. Similarly, high supply chain resilience is possible with the non-presence of supply chain agility and multi-sourcing.

The configurational middle-range theorising roadmap presented and empirically tested in this paper constitutes a substantial advancement to both theory and the methodological domain.

This is the first attempt at developing a middle-range theory for supply chains by explicitly drawing on configurational theorising.

This paper aims to examine the image realism effect, studying how changing the front-of-package visual affects the acceptance of an insect-based food by consumers. By comparing reactions to realistic and less realistic images of an insect as an ingredient, this research investigated how visual imagery can affect consumers’ responses, reducing perceived disgust or increasing expected taste.

Three experiments studied the impact of realistic (photo) versus less realistic (drawing) images for two types of insects (mealworm, cricket) on consumers’ psychological distance from the image, perceived disgust, expected taste, willingness to eat, purchase intention and food choice.

Study 1 demonstrates that using a less realistic insect image reduces perceived disgust, with psychological distance from this image and perceived disgust mediating realism effect on willingness to eat. Study 2 shows that a less realistic insect image, perceived as more remote, improves expected taste and willingness to eat. Study 3 confirms the results by measuring behavior: consumers were more likely to choose the product with the less realistic image.

The research focused on one kind of product and two ways of depicting this product, limiting the generalizability of the findings for other visual representations and product categories.

The findings suggest how brand managers can use the image realism effect on the packaging of novel, sustainable products to influence consumers, reducing their disgust and increasing their expected taste.

This research breaks new ground by explaining how visual cues on packaging affect the acceptance of insect-eating, drawing on construal level theory.

The purpose of this paper is to understand communication strategies formed by multinational subsidiaries in a transition economy during disruptive events. The authors develop and test a framework based on political realism and situational crisis communication theory (SCCT).

The authors collect and analyze communication statements from multinational subsidiaries located in Russia and made in the first two months (March–April, 2022) of the Russia–Ukraine conflict.

This study’s main findings are twofold. First, this study extends SCCT by showing that multinational subsidiaries use communication strategies that go beyond the traditional categories of diminish, rebuild and bolster. In particular, this study identifies so-called “shut the door” and “burning bridges” methods as possible industrial and home country contingent communication strategies. Second, this study shows that possession of a political realism lens provides us with powerful communication strategies made requisite during disruptive events.

The results provide practical hands-on advice for subsidiary managers on how to communicate effectively and efficiently during disruptive events such as the one described. This study offers novel communication strategies that help to understand the wider implications for managers in both home and host countries.

To the best of the authors’ knowledge, this is one of the first papers to apply SCCT and political realism to a current disruptive event for multinational enterprises, i.e. the ongoing Russia–Ukraine conflict. In that context, this study expands both perspectives by highlighting their complementarities and their conceptual boundaries. The authors can base those insights on two unique and purpose-built databases of multinational subsidiary characteristics in Russia-proper.