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The rise and popularity of digitalization have made the addictive use in the virtual world more common, which has aroused wide attention from academia and public. Uncovering the underlying mechanism of addictive use is essential to address this serious issue.

By utilizing the context of massively multiplayer online games (MMOGs), this study developed virtual-domain perfectionism of seeking excellence and avoiding failure from the dual process model of perfectionism and identified four affordances in MMOGs from the perspective of technology affordance. The authors surveyed 302 valid samples in MMOGs to empirically test the research model.

The results demonstrate that two processes of virtual-domain perfectionism influence addictive use positively in MMOGs. Technology affordances perform as the antecedents of virtual-domain perfectionism and conduct distinct impacts in MMOGs. Specifically, affordances of interaction and identity are positively related to virtual-domain perfectionism, while achievement affordance is unrelated to virtual-domain perfectionism. Immersion affordance is positively related to virtual-domain perfectionism of seeking excellence and negatively associated with virtual-domain perfectionism of avoiding failure.

This study identified virtual-domain perfectionism and specific MMOGs affordances. The research model provides insights into addictive use in MMOGs by leveraging context and combining lenses. Research findings help elucidate the role of virtual-domain perfectionism on the addictive use from MMOGs affordances with the corresponding technical features.

The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications.

Drawing on the literature addressing influencer marketing and interactions between consumers and technologies, this paper introduces the landscape of virtual influencer marketing.

This paper distinguishes virtual influencers from real-life influencers and related digital characters. It further defines four unique elements attributed to virtual influencers: customization, flexibility, ownership and automation. Finally, it introduces a taxonomy for virtual influencers.

The conceptualization of virtual influencer marketing contributes to advancing the understanding of the (virtual) influencer marketing landscape.

This paper suggests that brands need to carefully evaluate the different characteristics of virtual influencers, when deciding to leverage them in social media marketing communications. It also provides guidelines for working with virtual influencers in marketing campaigns targeted at consumers.

This paper discusses ethical and social implications for brands and consumers that interact with virtual influencers in the encounter between reality and virtuality.

This paper makes three contributions. First, it conceptualizes virtual influencer marketing by defining and critically evaluating the key characteristics attributed to virtual influencers. Second, it offers a 2 × 2 taxonomy of virtual influencers, grounded in research on anthropomorphism and reality–virtuality. Third, this paper reflects on the opportunities and dangers associated with virtual influencer marketing, outlining avenues for future research.

The rise of the metaverse has brought profound changes to the economic and social operation models and injected new vitality into academic research. Although a large number of studies have emerged, there are few quantitative analyses of development frontiers and trends.

From a bibliometric perspective, this paper selects 183 pieces of metaverse-related literature in the WoS core database since 2000 as the object of analysis. This paper sums up the characteristics of the literature using the methods of descriptive statistical analysis, keywords analysis, thematic evolution analysis and summarizes the core themes and the laws of metaverse development in each stage.

The digital economy vision brought by the metaverse has led to an increasing number of researchers and achievements in this field. But the depth and breadth of research are still insufficient and unevenly distributed in the region, and the cross-fertilization fields need to be expanded. From the industry's point of view, VR games represented by Second Life and My World have contributed to the popularity of the metaverse. As technology progresses, the research hotspots in the field of metaverse gradually develop from conceptual research to artificial intelligence, blockchain, NFT and other technical applications. However, academic research has not yet caught up with the industry's pace and stays more in the concept discussion and preliminary application stage.

A systematic overview of the current status, knowledge structure and hot issues of metaverse research is shown, which provides a thematic axis for this field, enriches and improves the quantitative analysis of its literature and provides a clear picture for researchers to continuously promote the development of this field. At the same time, it is necessary to warn that technological development is a double-edged sword. The process of metaverse development should return to rationality, respect the laws of its development and guarantee the healthy development of the metaverse by strengthening legal regulation and the ethical review of science and technology.

Through the lens of self-perception theory, this paper investigates how avatar design (i.e. avatar user similarity) affects users' self-awareness and shapes their task engagement and performance in the Metaverse.

The authors conducted a 2 (avatar user similarity: high vs low) × 2 (task type: procedural vs creative) lab experiment and collected data from questionnaires, the recording of users' behavior during tasks and their actual task performance.

The results show that higher avatar user similarity leads to higher task engagement in general. Furthermore, while a similar avatar promotes users to regulate their behaviors and achieve better performance in a procedural task, high similarity also inhibits users' creativity by invoking habitual thinking, resulting in worse performance in generating original ideas in a creative task.

This study is expected to contribute to the information systems literature by revealing the value of avatar design and providing new perspectives on improving users' experiences in the Metaverse.

Many educators are increasingly acquainting themselves and becoming adept with interactive technologies like augmented reality and virtual reality. Some of them are also looking forward to using Metaverse applications, as they want to benefit from its immersive three-dimensional capabilities. Therefore, the purpose of this study is to critically review the extant literature to investigate how, why, where and when the Metaverse can be used for educational purposes. This study also discusses opportunities, challenges and risks related to this disruptive technology.

A Preferred Reporting Items for Systematic Reviews and Meta-Analyses rigorous protocol is used to search, extract, scrutinize and synthesize content from high-impact articles focused on the use of the Metaverse technology in the realms of education. Afterwards, this study theorizes on the costs and benefits of using this interactive technology with students.

A number of researchers are already experimenting with virtual technologies that are very similar to the Metaverse, in different contexts. This research indicates that most students are lured by immersive multi-sensory three-dimensional environments as well as by virtual reality applications that could simulate real-life situations and provide engaging experiences with virtual representations of people, places and objects. On the other hand, this study reveals that educators ought to consider the potential pitfalls of the Metaverse, including privacy breaches and security risks, as well as possible addictions and the development of mental health issues, among others.

Students and educators can use the Metaverse to catapult themselves in a simulated digital universe that could reconfigure their sensory inputs, definitions of space, time and points of access to information. This research calls for the development of regulatory instruments, including sound principles, guidelines and procedures that are intended to safeguard and protect Metaverse users.

This contribution implies that there is scope for educators to continue developing the Metaverse’s virtual spaces to improve their students’ motivations, aptitudes and learning outcomes. This study clarifies that the use of the Metaverse in education can create infinite possibilities to enhance their knowledge, competences and abilities through its immersive applications. Yet this paper also raises awareness about possible challenges in the short term as well on other risks associated to the prolonged use of this captivating technology.

The “metaverse” is the new buzzword. With the phenomenal growth of the metaverse comes accounting, taxation and jurisdictional challenges, which business and governments have yet to fully address. This paper aims to highlight and rationalise the lack of regulatory framework and multiplicity of jurisdictions on metaverse transactions. This paper addresses some of the complications with respect to accounting and taxation in virtual environments.

This study relies on secondary data and emerging literature to understand the multiplicity of jurisdiction and complexity of the accounting transactions. The concept of the metaverse is rapidly evolving, and this study uses extant literature to provide the foundation for understanding the key challenges relating to accounting and taxation.

Concepts of revenue recognition and deferment are challenged by the transactions in the metaverse. There are novel applications, underpinned by emerging technologies and blockchain supporting new crypto assets, such as non-fungible tokens and other decentralised finance (DeFi) tools; however, the caveats of anonymity and jurisdictional issues persist. The paper suggests that the industry must adapt to the unique reporting requirements of these assets and develop new standards for evaluating their value for financial reporting purposes. The paper emphasises the need for a case-based approach in the absence of standardised regulations for the accounting industry in the metaverse.

This paper adds original contributions to extant literature of the metaverse and advances ongoing debates into the accounting and taxation issues pertinent to the metaverse and DeFi.

Considering the pervasiveness of technology, this article offers an understanding of how the metaverse can impact digital entrepreneurship. The objective will be to gather professional evidence on how the revival of this new technology can bring entrepreneurial development.

Through a qualitative study approach based on applying the metaverse in digital business contexts and analysing 533 practitioner sources from the Nexis Uni database, it will be possible to identify the concepts and application techniques of this emerging technology. The research adopts a qualitative methodology based on a mixed thematic and content review using tools such as ATLAS.ti and Leximancer.

This study finds three relevant macro-topics for metaverse and digital entrepreneurship (technology, immersive and design) and eight concepts (private solutions, digital twins, gamification, public solutions, new business worlds, co-design, collaborative spaces and stakeholders' participation). The uncovered elements demonstrate professionals' interest in a new mode of digital entrepreneurship using the metaverse. This interest highlights the commitment of companies and entrepreneurs toward discovering new services delivered in virtual and parallel worlds that find the creation of digital twins as their essence. Therefore, the study explores ongoing relationships for developing increasingly technically complex metaverse platforms and customer service offerings.

The study has some limitations as the selection of the database and the way the cases are focused on, which may be a stimulus for future studies. The analysis has innumerable theoretical and practical implications. In the first case, this research will shed light on an empirical case concerning the conceptual difference between innovation or greater transformation of business models through the metaverse. This work will directly contribute to the global discussion by identifying a model for applying emerging technology to digital entrepreneurs. Finally, from a practical point of view, the authors will provide new insights to digital entrepreneurs by showing them applications, best practices, and platforms they can use for their businesses.

On a practical level, the authors show practical opportunities coming from the metaverse for digital entrepreneurs. This study may inspire CEOs, managers, and future entrepreneurs to use the metaverse to expand their businesses by diversifying their services into numerous sectors.

To the best of the authors' knowledge, this study represents one of the first efforts to study the metaverse by framing it from theoretical and practical perspectives of digital entrepreneurship. Additionally, future research implications may guide researchers in this brilliant research field.

The purpose of the research is to analyze the factors that determine the intention of small- and medium-sized enterprises (SMEs) to adopt the Metaverse. For this purpose, the analysis of the effort expectancy and performance expectancy of the constructs in relation to business satisfaction is proposed.

The analysis was performed on a sample of 182 Spanish SMEs in the technology sector, using a PLS-SEM approach for development. For the confirmation of the model and its results, an analysis with PLSpredict was performed, obtaining a high predictive capacity of the model.

After the analysis of the model proposed in this research, it is recorded that the valuation of the effort to be made and the possible performance expected by the companies does not directly determine the intention to use immersive technology in their strategic behavior. Instead, the results obtained indicate that business satisfaction will involve obtaining information, reducing uncertainty and analyzing the competition necessary for approaching this new virtual environment.

The study represents one of the first approaches to the intention of business behavior in the development of performance strategies within Metaverse systems. So far, the literature has approached immersive systems from perspectives close to consumer behavior, but the study of strategic business behavior has been left aside due to the high degree of experimentalism of this field of study and its scientific approach. The present study aims to contribute to the knowledge of the factors involved in the intention to use the Metaverse by SMEs interested in this field.

The main purpose of this paper is to explore implications of the illusion of reality in the gaming world for libraries, aiming to uncover the challenges and opportunities they face in adapting their services to the gaming context.

Through a comprehensive exploration of the topic, various sources, such as Scopus, Google Scholar and ResearchGate were used. This study draws upon existing literature to analyze the impact of the illusion of reality in gaming on libraries and their offerings.

The findings emphasize the crucial role of libraries in comprehending the illusion of reality in gaming to remain relevant and effectively meet the evolving needs of patrons. It also emphasize the impact of the illusion of reality on user engagement, information-seeking behaviors, digital literacy challenges and the evolving gaming landscape. The findings highlight opportunities for libraries to leverage the illusion of reality, thereby enhancing user experiences, fostering community engagement, promoting information literacy and creating immersive learning environments.

This paper contributes a unique investigation into the impact of the illusion of reality in gaming on libraries, underscoring its significance. It offers practical recommendations to enhance library services, user experiences and community engagement within the gaming domain. The study provides valuable insights for library professionals, researchers and policymakers seeking to understand and adapt to the changing dynamics of the gaming world.

This study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).

A theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.

This research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.

This current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.