Defining the Metaverse with challenges and opportunities in the business environment

Bruni, Roberto;Piccarozzi, Michela;Caboni, Federica

2025-01-01

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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.