This paper reviews the innovative applications of AI and Web3 in metaverse social platforms. It first analyzes the foundational roles of AI (e.g., virtual avatar generation, intelligent interaction, personalized recommendation) and Web3 (e.g., blockchain, NFTs, decentralized identity) in enabling immersive, secure, and user-centric social interactions. It then examines their synergies, with case studies of Decentraland and The Sandbox illustrating practical integrations. The research identifies key challenges, including technical bottlenecks (e.g., AI realism, blockchain scalability), user-related issues (e.g., awareness, privacy concerns), and industry-level hurdles (e.g., regulatory ambiguities, homogenization). Finally, it proposes future directions: advancing AI/Web3 technologies, expanding application scenarios across education and entertainment, and implementing strategic recommendations to foster inclusive and sustainable metaverse social ecosystems.
Alhamzah Alnoor, Mohammed Salah Alazzawi, Sammar Abbas, Abdullah Mohammed Sadaa · 7 authors
Purpose To investigate the effect of gamification, technical, and social factors on consumers' motivation to purchase non-fungible tokens (NFTs) in the metaverse. Design/methodology/approach A total of 547 metaverse users across the four largest metaverse platforms OpenSea, X2Y2, Blur and LooksRare–served as the sample for this study. Findings Control, playfulness, synchronicity, connectedness, responsiveness, interactivity, natural speech, design aesthetics and immersive features are among the factors that considerably influence consumers' motivation to purchase NFTs purchase in the metaverse. Moreover, a configuration of these factors is proposed, which can serve as the optimal approach to identify the most influential factors, thus having crucial managerial implications. Theoretical and practical implications The study offers important theoretical insights into consumer behavior in relation to purchasing NFTs and provides practical guidance for managers and marketers by highlighting the important factors that motivate consumers to purchase NFTs. Originality/value This study extends consumer behavior literature by offering a new perspective on the relationship between sociotechnical factors and consumer inspiration in driving NFT purchase in the metaverse. The evolving dynamics of digital asset consumption in virtual marketplaces are further unveiled through empirical evidence and by addressing theoretical gaps.
This research explores the application of data mining techniques, specifically XGBoost, to predict game pricing trends and optimize discount strategies within the digital gaming market. Game prices are influenced by various factors, including production costs, market demand, and promotional strategies. This study analyzes historical pricing data from multiple online stores to identify key pricing patterns and factors that influence price changes over time. The model developed in this study predicts game prices by incorporating features such as retail price, discount percentages, past price trends (lags), and other time-based features. The findings reveal that retail price and recent price trends (e.g., 7-day rolling averages) are the most influential features in predicting future prices. Additionally, discount strategies significantly impact game sales, with certain discount ranges showing higher effectiveness in driving consumer purchases. The model also demonstrates variability in prediction accuracy, particularly at higher price points, highlighting the challenges of capturing complex price fluctuations in a dynamic digital marketplace. The significance of this study extends to the Metaverse market, where pricing and the use of digital assets like non-fungible tokens (NFTs) play a critical role. The model's application could aid in optimizing pricing strategies within virtual economies, enhancing both the consumer experience and retailer profitability. Future work includes integrating additional features such as user reviews and exploring its application to Metaverse game platforms. The practical implications of this research are significant for online game retailers looking to leverage data-driven insights for more effective pricing and promotional strategies.
The advancement of digital technologies has created new possibilities for international education. For example, fine-tuned and well-regulated artificial intelligence (AI) can lower language barriers and provide personalized learning and advising experiences. Also, virtual scenarios developed through mixed reality technology can ensure a smooth transition for incoming study abroad students. Lastly, the broader adoption of non-fungible tokens (NFTs) can shift the paradigm of trans-national admission and student advising. This is because the underlying technology of NFT – blockchain – enables forgery-resistant document verification and record-keeping processes. On the other hand, the development of new technologies also challenges current American student visa regulations. For instance, with the increased number of AI-integrated academic programs, the Classification of Instructional Programs (CIP) code list will need to be updated. This will allow more international students to be eligible for the science, technology, engineering, and mathematics (STEM) Optional Practical Training (OPT) extension. Additionally, as metaverse classes offer immersive learning experiences that are not limited to space and time, current full course-of-study regulations need to be clarified. The clarified regulation should address how many virtual reality classes international students can take to comply with the full course-of-study regulations. Finally, the emergence of NFTs urges further guidance on cryptocurrency and student employment. Existing Practical Training programs do not include guidelines on how earning digital currency could impact foreign students’ visa status.
Metaverses have been hailed as the next arena for a wide spectrum of technovation and business opportunities. This research (∑ N = 714) focuses on the three underexplored areas of virtual commerce in AI-enabled metaverses: blockchain-powered cryptocurrencies, non-fungible tokens (NFTs), and AI-powered virtual influencers. Study 1 reports the mediating effects of (dis)trust in AI-enabled blockchain technologies and the moderating effects of consumers’ technopian perspectives in explaining the relationship between blockchain transparency perception and intention to use cryptocurrencies in AI-powered metaverses. Study 1 also reports the mediating effects of Neo-Luddism perspectives regarding metaverses and the moderating effects of consumers’ social phobia in explaining the relationship between AI-algorithm awareness and behavioral intention to engage with AI-powered virtual influencers in metaverses. Study 2 reports the serial mediating effects of general perception of NFT ownership and psychological ownership of NFTs as well as the moderating effects of the investment value of NFTs in explaining the relationship between acknowledgment of the nature of NFTs and intention to use NFTs in AI-enabled metaverses. Theoretical contributions to the literature on digital materiality and psychological ownership of blockchain/cryptocurrency-powered NFTs as emerging forms of digital consumption objects are discussed. Practical implications for NFT-based branding/entrepreneurship and creative industries in blockchain-enabled metaverses are provided.
In service firms, where value creation increasingly depends on human interaction and intangible assets, the development of soft skills and inclusive mindsets has become a strategic priority.Yet, traditional training programs rarely generate lasting behavioral change or make unconscious biases visible.This paper explores how Web3-enabled neuro-immersive technologies can transform learning processes within service organizations, turning technology-assisted experiences into ethically managed and measurable forms of knowledge creation.Drawing on ten real-world cases developed between 2021 and 2025 across consulting, banking, healthcare, and education, the study adopts a qualitative, comparative approach to examine how immersive simulations affect individuals' awareness, emotional regulation, and decision-making.
Open access
Virtual Reality Applications and Impacts
Human Resource Development and Performance Evaluation
Stefano Franco, Angelo Presenza, Antonio Messeni Petruzzelli, Myung Ja Kim
How hotel chains are using immersive technologies (ITs), in particular the metaverse, remains an overlooked issue. This work aims at showing how ITs allow companies to create and capture value, integrating it into business models. Applying a qualitative method based on case studies, interviews, and observations, results show the mechanisms through which companies can integrate ITs in their business models to create and capture value. We found that these mechanisms are related to two areas, such as customer engagement and resource management. Metaverse can improve customer engagement by working as a means that allows pre-stay visualization, enriching tourism experience, MICE and events remote planning, new customer segment engagement, non-fungible tokens (NFTs) exploitation for loyalty programs, and events selling. It also works as a means to improve resource management by facilitating employee recruitment and training, integrating metaverse experiences, exploring novel offerings, and capturing web3 potentialities.
This paper studies how luxury brands act in the metaverse. It utilizes a literature review and two semi-structured expert interviews. It details three stages of digital adoption: resistance, selective integration, and Web3 experiments. It explains how NFTs, virtual goods, and token-gated access create technical scarcity and visible status. It shows how young consumers use digital items to build identity and community. It also lists key risks: energy use, data privacy, and brand dilution. The findings outline key digital tools that help maintain core luxury values and point to unanswered questions about long-term brand equity and consumer behavior.
Open access
Consumer Behavior in Brand Consumption and Identification
Samuel Ejiro Uwhejevwe-Togbolo, Ajueyitse Martins Otuedon, Jacob Martins Sigah, Theresa Nkechi Ofor · 6 authors
The study examined optimized design of digital ledger posting based on virtual reality technology. The convention of Virtual Reality (VR) and Distributed Ledger Technology (DLT) is a revolutionary change in the design and interaction of digital systems. The study finds that there are several design principles and technological considerations that were critical to the implementation of VR-enhanced digital ledger systems to succeed by a thorough examination of the existing literature and case studies. This research design is a qualitative study and will involve an exploratory approach to research the topic of Virtual Reality (VR) implementation with digital ledger posting systems. The study mainly includes a literature review and case study analysis of the existing literature and case studies in order to draw best practice and practical information. Case studies are also used as one of the main methodological instruments to provide the real-life examples of VR in financial, accounting, and the sphere of supply chains. The research is aimed at gaining insight into the way VR would maximize digital ledger posting, and not the quantification of predetermined variables. It was revealed in the study that VR provides users with many chances to perceive multidimensional datasets in a way that is not possible in a traditional 2D interface. The study concluded that the ongoing development of the digital economy, these systems will be able to increase the levels of transparency, minimize errors, and promote more efficient and cooperative and resilient organizational processes.
Abdullah Yousafzai, Muhammad Mohsan Sheeraz, Ganna Pogrebna, Jon Crowcroft · 5 authors
The metaverse is a shared virtual 3D space that combines immersive experiences with applications in gaming, social interactions, commerce, and more. It is rapidly becoming a reality, driven by advances in virtual reality, augmented reality, artificial intelligence, blockchain, and other emerging technologies. Among these, blockchain technology enables secure and decentralized ownership as well as seamless interoperability of virtual assets. Non-fungible tokens ensure verifiable ownership and fraud prevention, while smart contracts facilitate automated peer-to-peer transactions. Blockchain’s security and transparency promote trust and innovation, laying the foundation for a connected and user-driven metaverse ecosystem. In this paper, we explore the role of blockchain technology as a key enabler for the metaverse, providing solutions for decentralization, governance through decentralized autonomous organizations, interoperable mechanisms, digital asset ownership, traceability, auditing, and identity management. We present the key difference between traditional virtual worlds and the metaverse, and why blockchain is preferred over other decentralized technologies for the metaverse. We comprehensively review recent advances in metaverse system architectures, focusing on state-of-the-art solutions and lessons learned. We compare the existing literature based on key parameters; namely, contributions, advantages, limitations, and applications. We present key challenges, including deepfake threats, identity theft and brand infringement risks, mental health risks, digital safety and gambling risks, virtual world laws and regulations, and privacy and data security concerns. We outline future recommendations for enabling a sustainable and user-friendly metaverse ecosystem.
CALIVERSE is a next-generation AI metaverse platform that seamlessly combines immersive shopping, live performances, gaming, and Web3 user-generated content into a unified virtual experience. Built on cutting-edge technologies such as Unreal Engine 5, AI-powered lighting, VR AI enhancement, real time live-action rendering integration, and 3D AI conversion, CALIVERSE delivers an incredibly lifelike virtual world. The platform supports multiple environments, including PC, VR HMD, and glasses-free 3D displays (Screen Protector), delivering high-fidelity 4K+ virtual experiences with premium quality and deep immersion. In particular, CALIVERSE seamlessly composites live-action footage with real-time rendered graphics and utilizes AI lighting and image enhancement technologies to deliver natural and visually coherent virtual performances. It can depict audiences of over 80,000, setting it apart from conventional metaverse platforms designed for younger users. By integrating Korea's advanced server networking technology, CALIVERSE enables massively scaled simultaneous connections, setting a new standard for ultra-immersive next generation metaverse platforms.
An estimated 1.3 billion people worldwide (roughly 16% of the global population) are affected by various forms of disability. As highlighted by the World Health Organization, many face mobility-related challenges that significantly restrict their ability to participate fully in social and communal life. These restrictions hinder communication and reduce opportunities for linguistic and social enrichment. This study addresses these challenges by proposing Fairverse, an accessible metaverse designed to enhance socialization and inclusivity for people with physical disabilities. Using virtual reality (VR), blockchain and game technologies, Fairverse initially operates as a VR environment but also supports web-based access to ensure broader usability without specialized hardware. As a proof of concept, a customizable virtual room was developed that integrates Ready Player Me avatars and barrier-free avatars that can be controlled by voice commands. To ensure sustainable governance, a Decentralized Autonomous Organization (DAO) is proposed underpinned by a token economy, facilitating sponsorships and donations to incentivize content creators and virtual-world developers. By fostering an inclusive digital ecosystem, Fairverse aims to remove accessibility barriers in the virtual world, empowering users with disabilities to participate fully in the metaverse.
This study provides a structured literature review of consumer behaviour in the metaverse, exploring motivations for metaverse use, adoption, avatar engagement, virtual goods purchases, non-fungible tokens (NFTs), and the impact of brand experiences on real-world product purchase intentions. For this purpose, a systematic review of peer-reviewed articles published over the past two decades was conducted. From an initial pool of 209 articles retrieved from electronic databases, 36 met the inclusion criteria and were thematically analysed. Key trends, knowledge gaps, and future research directions were identified. A novel adaptation of the engagement framework was proposed, categorizing consumer behaviour in the metaverse into three stages: pre-engagement, engagement, and post-engagement. The review reveals that Second Life is the most studied platform, with surveys being the predominant research method. Research has primarily focused on retail, fashion, and tourism, particularly virtual product purchases. Despite providing valuable insights, existing studies reveal substantial research gaps and limited theoretical development. The proposed framework organizes recurring themes and provides a foundation for future research, highlighting the need for empirical evidence to further advance the field. This study is one of the first to systematically review consumer behaviour research in the metaverse and propose a stage-based framework, contributing to theoretical understanding and offering structured directions for future empirical research. JEL Classification: M31; O32; Q55 Article History: Received: June 30, 2025; Reviewed: September 5, 2025; Accepted: September 22, 2025; Available online: September 29, 2025.
By Elizabeth Enkin, University of Nebraska-Lincoln DOI: https://www.doi.org/10.69732/CKTL9913 As language teachers, we are keenly aware of the important benefits that Web 2.0, the collaborative web, has brought to language teaching. From social media to audio and visual tools, Web 2.0
Abdul Razzaq, Ahmed B. Altamimi, Wilayat Khan, Mohammad Alsaffar · 7 authors
CONTEXT: Metaverse is an emerging technology that synchronizes physical and virtual things. It is used to communicate and simulate the virtual world with the physical world through human actions in real-life scenarios. Combining blockchain and metaverse technologies produces an archetype shift in the educational technology domain regarding online certification, largely due to the impact of synchronizing educational technologies. The combined technology elevates the security measure, ensures transparency, enhances accountability, and reduces costs for the online certification process. Proposed Solution: The suggested solution (MetaEduTech) accelerates the certificate verification process by (i) extenuating the risks of misuse by leveraging decentralized storage of the InterPlanetary File System (IPFS), (ii) securing the certificate, and (iii) providing the metaverse environment for certification. We perform experiments and evaluate the MetaEduTech solution by deploying a blockchain-based smart contract model on Ethereum on the Microsoft Windows platform. RESULTS AND IMPLICATIONS: The evaluation results show (i) the efficiency of the query response (5 ms-50 ms), (ii) and the performance of the query execution (CPU utilization between 2%-6%). The findings in this research underscore the effectiveness of the proposed solution with the potential to modernize the certification exam process. The proposed solution and its evaluation can provide insights into how to address the persistent issues surrounding certificate authenticity related to academic verification in a metaverse environment.
This study presents an exploration of NFTs and Metaverse collaborations, examining their innovations, opportunities, and challenges in the evolving digital economy. Non-fungible tokens (NFTs) have revolutionized digital ownership, enabling creators to monetize art, music, and virtual assets with blockchain technology. In parallel, the Metaverse is emerging as an interconnected virtual ecosystem, where NFTs facilitate decentralized economies, digital identity, and immersive experiences. These innovations present vast opportunities for industries such as gaming, fashion, real estate, and entertainment, fostering new revenue models and user engagement strategies. However, challenges remain, including scalability, environmental concerns, regulatory uncertainty, and issues related to intellectual property rights. Additionally, market volatility and security risks pose significant barriers to mainstream adoption. This study critically examines the intersection of NFTs and the Metaverse, reshaping digital interactions while addressing the ethical and technical complexities involved.
The metaverse is reshaping media industries by providing immersive 3D environments that challenge traditional communication models. This study investigates virtual spaces created by three major media outlets in Portugal: RFM (radio station), TVI (television channel), and Expresso (newspaper). Using virtual ethnographic methods, this study explores how these media brands represent themselves in the metaverse, identifying their differential attributes in terms of content variety, interactive features, and monetisation opportunities. While RFM primarily seeks platform expansion, TVI and Expresso utilise the metaverse as commemorative environments to mark their anniversaries, resulting in distinct experiential approaches. RFM reinforces its identity oriented towards entertainment and youth through gamification and avatar-based engagement mechanisms, including challenges, contests, and a points-based reward system. TVI diverges most from its traditional identity, emphasising innovation with a futuristic cosmic-themed space featuring non-fungible tokens (NFTs) of iconic broadcast pieces. Expresso adopts a more conservative approach, using the metaverse to support journalistic heritage through historical storytelling and new interactive formats. The findings indicate that, despite the participatory potential of the metaverse, Portuguese media outlets are choosing to maintain editorial control over content and user interactions. Ultimately, the research shows that the metaverse is not a one-size-fits-all solution, but a diverse and evolving environment where media brands promote different immersive experiences to position themselves as innovators and leaders in rapidly evolving digital ecosystems.
The rapid evolution of telemedicine has enhanced healthcare accessibility, yet significant challenges persist, particularly in data security, patient engagement, latency, and scalability. Existing telemedicine solutions rely on centralized architectures, making Electronic Health Records (EHRs) susceptible to data breaches and unauthorized access. This research proposes a novel system which integrates the metaverse and blockchain into telemedicine which can be a transformative approach to solve problems in remote healthcare. By combining immersive virtual environments with decentralized data management, the proposed solution described in this paper aims to give users more ways to interact with each other, enhanced data security, increased efficiency, and higher scalability. The Metaverse serves as the foundation for the implementation of 3D consultation rooms, virtual training spaces, and individual care. Blockchain offers safe, transparent, and immutable data exchange that will create patient-empowered medical records for them. Real-time devices and analysis of real-time physiological data from wearables, sensors, Internet of Things (IoT) devices, and Artificial Intelligence (AI) analytics complete the system. The proposed solution extensively uses Virtual Reality (VR)/Augmented Reality (AR) devices, IoT sensors, Ethereum, and the Unity 3D platform, among others. Assessments indicate that system receives a significantly high level of satisfaction from its users, better secured data, increased automation of processes, and compliance with global standards such as General Data Protection Regulation (GDPR). Compliance with such global standards is achieved through smart contract-based access management, smart contract-based consent management, and immutable audit trails in the blockchain. Moreover, this research demonstrates that incorporating high-tech tools like AI and VR into telemedicine is currently feasible. This paves the way for the creation of even more secure and user-friendly telemedicine platforms that employ neural networks. This research sets a foundation for next-generation telemedicine ecosystems.
Juan Camilo Pazos-Alfonso, Ana Luisa Mendoza-Barrera
This argumentative essay explores the psychological and clinical implications of using non-fungible tokens (NFTs) as symbolic tools in real-world psychological therapy. Adopting a constructive and pro-NFT perspective, the text argues that NFTs—unique digital assets recorded on a blockchain—offer novel opportunities to represent therapeutic milestones, identity processes, and meaningful personal experiences. The essay examines how NFTs can enhance patient motivation, promote self-reflection, support engagement, and reinforce a sense of autonomy throughout the therapeutic process. Drawing from concepts such as token economies, gamification, and narrative psychology, NFTs are proposed as symbolic reinforcers that validate personal growth, improve adherence to treatment, and help patients actively shape their therapeutic journey. The discussion highlights potential use cases, such as NFT-based achievements, digital identity representations, and collectible artifacts created during therapy. Technical and ethical considerations—such as accessibility, privacy, and informed consent—are addressed to ensure responsible implementation. Grounded in recent peer-reviewed research, the essay concludes that NFTs have the potential to enrich mental health interventions, especially in digital and immersive therapy environments. It recommends future empirical studies to assess the effectiveness of NFT-based systems in clinical practice. Ultimately, NFTs could serve as a bridge between emerging technologies and psychology, providing patients with symbolic tools to represent, commemorate, and take ownership of their therapeutic progress.
Although the metaverse is still in its early exploratory stage in the field of nursing, it is gradually demonstrating its potential in digital health and telemedicine care, transforming the traditional nurse-patient interaction model through digital tools and the internet. The "metaverse" represents the merging of two worlds into an immersive, online, virtual, connected environment in which participants actively engage with 3D content and interact using digital avatars. The metaverse entails many possibilities and challenges in attempts to introduce new methods of nursing. This technology has many applications, particularly with respect to assisting in surgery, enhancing chronic disease management, reshaping nursing education, promoting telemedicine, and facilitating psychological interventions. While obstacles may be encountered in various areas, such as trust and security, technology, legislation and regulation, the use of non-fungible tokens as a secure asset for patient data is a potential solution to these issues.
The evolution of the metaversea collective virtual environment with shared immersion that includes virtual reality (VR), augmented reality (AR), blockchain, and internet technologieshas created new entrepreneurial opportunities, particularly in virtual real estate. Metaverse real estate is blockchain-backed virtual land parcels that can be bought, sold, developed, and rented out in virtual worlds such as Decentraland, The Sandbox, and others. Unlike traditional physical property, ownership in the metaverse is guaranteed through non-fungible tokens (NFTs) to enable transparent and irrevocable proof of ownership. The new digital asset class has created novel entrepreneurial opportunities, including property development, virtual renting, event planning, advertising, and real estate services for virtual properties.Immersive technologies are utilized by entrepreneurs here to develop interactive 3D environments, so it is now possible to provide customers with experiences that are not limited by geography and physics. Virtual real estate development involves building interactive digital properties such as virtual offices, malls, galleries, and entertainment hubs, which can be commercialized via rentals, ticketing, sponsorships, and advertising. Early adopters have realized significant returns on investments, with some virtual plots appreciating by over 500% within months, underscoring the lucrative potential of this emerging market. The metaverse also fosters a democratized and inclusive entrepreneurial ecosystem by lowering classical entry barriers. Virtual businesses require less physical infrastructure and less up-front investment, and entrepreneurs can experiment, prototype, and test business models with less capital exposure. Moreover, the global connectedness of the metaverse enables collaboration across heterogeneous expertise and markets, accelerating innovation and business scaling. This review paper integrates available scientific literature and scrutinizes entrepreneurship in metaverse real estate in terms of market dynamics, technological underpinnings, entrepreneurial strategies, challenges, and opportunities
The emergence of the metaverse has opened up new possibilities for businesses, entrepreneurs, and consumers, reshaping the way industries operate and interact with their audiences. As the virtual world expands, new business opportunities have emerged, allowing entrepreneurs to create innovative products, services, and experiences in entirely digital spaces. However, the potential of the metaverse for entrepreneurship remains underexplored. This research aims to examine how the metaverse offers new business opportunities and challenges for entrepreneurs in various sectors. The study utilizes a qualitative research design, conducting in-depth interviews with entrepreneurs and industry experts who are actively engaging with the metaverse. Data was gathered through semi-structured interviews and analyzed thematically to identify key trends, business models, and challenges faced by startups in virtual environments. The findings reveal that the metaverse provides entrepreneurs with access to a global market, greater consumer engagement, and new forms of monetization through virtual goods and services. However, challenges such as technical barriers, user adoption, and regulatory concerns persist. Entrepreneurs leveraging the metaverse tend to adopt business models that include virtual real estate development, NFTs (non-fungible tokens), and immersive experiences. In conclusion, the metaverse presents significant business opportunities, but entrepreneurs must navigate various challenges related to technology, market dynamics, and consumer behavior.
Marliz Velázquez Díaz, Diana Barrón Villaverde, Paul Sanmartín, Carlos Galera Zarco
The virtual worlds of the metaverse and non-fungible token (NFT) technology are converging to create a new paradigm in interaction and community formation. This paper explores the future implications of this convergence and presents a case study using the metaverse to create art communities. The findings suggest that NFTs will play a critical role in ownership, access, and governance within the metaverse. Collaborative efforts are needed to address sustainability challenges. The metaverse and NFTs have potential applications across diverse sectors, enabling the expression of digital identities and the establishment of vibrant virtual communities. While challenges exist in privacy, security, and ethics, these technologies have the potential to build a more connected, creative, and equitable future. It is concluded that the metaverse and NFTs will transform the way we live, work, and interact with the world.