BU Research Blog

New METAVERSE paper coauthored by Professor Dimitrios Buhalis

Koohang, A, Nord, J, Ooi, K, Tan, G, Al-Emran, M, Aw, E, Baabdullah, A, Buhalis, D, Cham, T, Dennis, C, Dutot, V, Dwivedi, Y, Hughes, L, Mogaji, E., Pandey, N, Phau, I, Raman, R, Sharma, A, Sigala, M, Ueno, A and Wong, L (2023) 

Shaping the metaverse into reality: multidisciplinary perspectives on opportunities, challenges, and future research.
Journal of Computer Information Systems. ISSN 0887-4417 https://doi.org/10.1080/08874417.2023.2165197 

The term metaverse is described as the next iteration of the Internet. Metaverse is a virtual platform that uses extended reality technologies, i.e. augmented reality, virtual reality, mixed reality, 3D graphics, and other emerging technologies to allow real-time interactions and experiences in ways that are not possible in the physical world. Companies have begun to notice the impact of the metaverse and how it may help maximize profits. The purpose of this paper is to offer perspectives on several important areas, i.e. marketing, tourism, manufacturing, operations management, education, the retailing industry, banking services, healthcare, and human resource management that are likely to be impacted by the adoption and use of a metaverse. Each includes an overview, opportunities, challenges, and a potential research agenda.