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Miao, F., Kozlenkova, I. V., Wang, H., Xie, T., & Palmatier, R. W. (2022). An emerging theory of avatar marketing. *Journal of Marketing*, **86**(1), 67–90.

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Rauschnabel, P. A., Felix, R., Hinsch, C., Shahab, H., & Alt, F. (2022b). What is XR? Towards a framework for augmented and virtual reality. *Computers in Human Behavior, 133*, 107289.

Rauschnabel, P. A., He, J., & Ro, Y. K. (2018). Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks. *Journal of Business Research, 92*, 374–384.

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Rauschnabel, P. A., Felix, R., Hinsch, C., Shahab, H., & Alt, F. (2022b). What is XR? Towards a framework for augmented and virtual reality. *Computers in Human Behavior, 133*, 107289.

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Rosen, P. (2022). This metaverse casino raked in $7.5 million in last 3 months and accounts for a third of decentraland's daily users. Markets Insider. https://markets.businessinsider.com/news/currencies/decentraland-metaverse-casino-crypto-gambling-poker-2022-2. Accessed 5 Mar 2023

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Salo, M., Pirkkalainen, H., Chua, C. E. H., & Koskelainen, T. (2022). Formation and mitigation of technostress in the personal use of IT. *MIS Quarterly, 46*(2), 1073–1108.

Sandberg, J., & Alvesson, M. (2011). Ways of constructing research questions: Gap-spotting or problematization? *Organization, 18*(1), 23–44.

Shaikh, T. (2022). Brands are wooing kids in the Metaverse, but how safe is the 'Phygital' world for the young ones? Best Media Info. Retrieved February 12, 2023, from https://bestmediainfo.com/2022/07/brands-are-wooing-kids-in-the-metaverse-but-how-safe-is-the-phygital-world-for-the-young-ones. Accessed 5 Mar 2023

Smaili, N., & de Rancourt-Raymond, A. (2022). Metaverse: Welcome to the new fraud marketplace. *Journal of Financial Crime*, (ahead-of-print). https://doi.org/10.1108/JFC-06-2022-0124

Smith, A. (2022). Woman says she was virtually 'raped' in the metaverse while others 'passed around a bottle of vodka'. Available at: https://www.independent.co.uk/tech/rape-metaverse-woman-oculus-facebook-b2090491.html. Accessed 28 Nov 2022.

Solis, B., & Danise, A. (2022). The business case for the metaverse: Creating value in the next version of the web. Forbes. Retrieved February 12, 2023, from https://www.forbes.com/sites/brian-solis/2022/10/11/the-business-case-for-the-metaverse-creating-value-in-the-next-version-of-the-web/. Accessed 5 Mar 2023

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Stinson, C. (2022). Algorithms are not neutral: Bias in collaborative filtering. *AI and Ethics, 2*(4), 763–770. https://doi.org/10.1007/s43681-022-00136-w

Strube, M. J., & Roemmele, L. A. (1985). Self-enhancement, self-assessment, and self-evaluative task choice. *Journal of Personality and Social Psychology, 49*(4), 981.

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Techtarget. (2022). What is the metaverse? An explanation and in-depth guide”. Available at: https://www.techtarget.com/what-is/feature/The-metaverse-explained-Everything-you-need-to-know. Accessed 5 Mar 2023

The European Institute for International Law and International Relations. (2022). The Future of Law Enforcement and International Law: Need for ‘Meta Law’, 28 October 2022. https://www.eiir.eu/international-law/international-law-studies/the-future-of-law-enforcement-and-international-law-need-for-meta-law/. Accessed 5 Mar 2023

Theguardian.com. (2022). A barrage of assault, racism and rape jokes: my nightmare trip into the metaverse. Available at: https://www.theguardian.com/tv-and-radio/2022/apr/25/a-barrage-of-assault-racism-and-jokes-my-nightmare-trip-into-the-metaverse. Accessed 5 Mar 2023

Tian, X., Zheng, X., Ji, Y., Jiang, B., Wang, T., Xiong, S., & Wang, X. (2018). iBlink: A wearable device facilitating facial paralysis patients to blink. *IEEE Transactions on Mobile Computing, 18*(8), 1789–1801.

Tong, G. C. (2022). Randi Zuckerberg says she's a 'big proponent of the real world' when it comes to parenting, August 26. https://www.cnbc.com/2022/08/26/parenting-tips-randi-zuckerberg-on-kids-and-the-metaverse-screen-time.html. Accessed 5 Mar 2023

Tootell, H., Freeman, M., & Freeman, A. (2017). Generation Alpha at the intersection of technology, play and motivation. 47th Hawaii International Conference on System Science.

Trautman, L. J. (2022). The FTX crypto debacle: Largest fraud since Madoff? Available at SSRN 4290093: https://doi.org/10.2139/ssrn.4290093

Turner, C., Somerville, E., Ensor, J., Simpson, C., Roberts, L., & Donelan, M. (2022). Rachel de Souza: 'We'll look back in 20 years and be horrified by what our children were exposed to'. The Telegraph. Retrieved February 12, 2023, from https://www.telegraph.co.uk/news/2022/11/20/rachel-de-souza-parents-must-think-hard-letting-children-social/. Accessed 5 Mar 2023
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Usmani, S. S., Sharath, M., & Mehendale, M. (2022a). Future of mental health in the metaverse. *General Psychiatry*, 35(4), e100825.

Usmani, S.S., Sharath, M. and Mehendale, M. (2022b). Future of mental health in the Metaverse. *General Psychiatry*, 35(4), [Online] [Accessed on 25th November 2022]. https://doi.org/10.1136/gpsych-2022-100825

Vanden Abeele, M. M. (2021). Digital wellbeing as a dynamic construct. *Communication Theory*, 31(4), 932–955.

von der Au, S., Rauschnabel, P. A., Felix, R., & Hinsch, C. (2023). Context in augmented reality marketing: Does the place of use matter? *Psychology & Marketing*. https://doi.org/10.1002/mar.21814. Forthcoming.

Wang, F. Y., Qin, R., Wang, X., & Hu, B. (2022). Metasocieties in metaverse: Metaeconomics and metamanagement for metaenterprises and metacities. *IEEE Transactions on Computational Social Systems*, 9(1), 2–7.

Wang, Y., Su, Z., Zhang, N., Xing, R., Liu, D., Luan, T. H., & Shen, X. (2023). A survey on metaverse: Fundamentals, security, and privacy. *IEEE Communications Surveys & Tutorials*, 25(1), 319–352. https://doi.org/10.1109/COMST.2022.3202047

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Weingartner, S. (2021). Digital omnivores? How digital media reinforce social inequalities in cultural consumption. *New Media & Society*, 23(11), 3370–3390.

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Wheeler, G., Mills, N., Ankeny, U., Howsley, P., Bartlett, C., Elphick, H., & Dimitri, P. (2022). Meaningful involvement of children and young people in health technology development. *Journal of Medical Engineering & Technology*, 46(6), 462–471. https://doi.org/10.1080/03091902.2022.2089252

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Wiederhold, B. K. (2022b). Metaverse games: Game changer for healthcare? *Cyberpsychology, Behavior, and Social Networking*, 25(5), 267–269.

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Xi, N., Chen, J., Gama, F., Riar, M., & Hamari, J. (2022). The challenges of entering the metaverse: An experiment on the effect of extended reality on workload. *Information Systems Frontiers*, 1–22. https://doi.org/10.1007/s10796-022-10244-x

Yaden, D., Eichstaedt, J. and Medaglia, J. (2018). The future of technology in Positive Psychology: Methodological advances in the science of well-being. *Frontiers in Psychology*, 9:962, [Online] [Accessed on 25th November 2022]. https://doi.org/10.3389/fpsyg.2018.00962

Zallio, M., & Clarkson, P. J. (2022). Designing the metaverse: A study on inclusion, diversity, equity, accessibility and safety for digital immersive environments. *Telematics and Informatics*, 75, 101909. https://doi.org/10.1016/j.tele.2022.101909

Zhao, R., Zhang, Y., Zhu, Y., Lan, R., & Hua, Z. (2022). Metaverse: Security and privacy concerns. *Journal of Latex Class Files*, 14(8), 1–7.

Zuboff, S. (2018). *The age of surveillance capitalism: The fight for a human future at the new frontier of Power*. Profile Books.

**Publisher's Note** Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Yogesh K. Dwivedi is a Professor of Digital Marketing and Innovation and Founding Director of the Digital Futures for Sustainable Business & Society Research Group at the School of Management, Swansea University, Wales, UK. In addition, he holds a Distinguished Research Professorship at the Symbiosis Institute of Business Management (SIBM), Pune, India. Professor Dwivedi is also currently leading the *International Journal of Information Management* as its Editor-in-Chief. His research interests are at the interface of Information Systems (IS) and Marketing, focusing on issues related to consumer adoption and diffusion of emerging digital innovations, digital government, and digital and social media marketing particularly in the context of emerging markets. Professor Dwivedi has published more than 500 articles in a range of leading academic journals and conferences that are widely cited (more than 47 thousand times as per Google Scholar). He has been named on the annual Highly Cited Researchers™ 2020, 2021 and 2022 lists from Clarivate Analytics. Professor Dwivedi is an Associate Editor of the *Journal of Business Research* and *European Journal of Marketing*, *Government Information Quarterly* and *International Journal of Electronic Government Research*, and Senior Editor of the *Journal of Electronic Commerce Research*.

Nir Kshetri is a professor at University of North Carolina-Greensboro and research fellow at Kobe University, Japan. He has authored thirteen books and more than 220 academic articles. Nir's work has been featured by hundreds of media outlets, such as BBC, Economist, Al Jazeera, Wall Street Journal, Foreign Policy, Public Radio International, Newsweek, Scientific American, and Bloomberg TV. He has provided consulting services to Asian Development Bank, the Commonwealth Secretariat, and various UN agencies. Nir is a two-time TEDx speaker about the roles of emerging technologies such as artificial intelligence (https://www.youtube.com/watch?v=W6da0kEfBsY) and blockchain (https://www.youtube.com/watch?v=Wdo_Jlov9R4) in fighting poverty.
UN Convention on the Rights of the Child - UNICEF UK. (1992). Unicef UK. Retrieved February 12, 2023, from https://www.unicef.org.uk/what-we-do/un-convention-child-rights/. Accessed 5 Mar 2023

Usmani, S. S., Sharath, M., & Mehendale, M. (2022a). Future of mental health in the metaverse. *General Psychiatry*, 35(4), e100825.

Usmani, S.S., Sharath, M. and Mehendale, M. (2022b). Future of mental health in the Metaverse. *General Psychiatry*, 35(4), [Online] [Accessed on 25th November 2022]. https://doi.org/10.1136/gpsych-2022-100825

Vanden Abeele, M. M. (2021). Digital wellbeing as a dynamic construct. *Communication Theory*, 31(4), 932–955.

von der Au, S., Rauschnabel, P. A., Felix, R., & Hinsch, C. (2023). Context in augmented reality marketing: Does the place of use matter? *Psychology & Marketing*. https://doi.org/10.1002/mar.21814. Forthcoming.

Wang, F. Y., Qin, R., Wang, X., & Hu, B. (2022). Metasocieties in metaverse: Metaeconomics and metamanagement for metaenterprises and metacities. *IEEE Transactions on Computational Social Systems*, 9(1), 2–7.

Wang, Y., Su, Z., Zhang, N., Xing, R., Liu, D., Luan, T. H., & Shen, X. (2023). A survey on metaverse: Fundamentals, security, and privacy. *IEEE Communications Surveys & Tutorials*, 25(1), 319–352. https://doi.org/10.1109/COMST.2022.3202047

Wark, M. (2009). *Gamer Theory*. Harvard University Press.

Weimann, G. (2016). Terrorist migration to the dark web. *Perspectives on Terrorism*, 10(3), 40–44. http://www.jstor.org/stable/26297596. Accessed 5 Mar 2023

Weingartner, S. (2021). Digital omnivores? How digital media reinforce social inequalities in cultural consumption. *New Media & Society*, 23(11), 3370–3390.

Wells, J. S. (2021). Are VR headsets bad for your health? https://www.sciencefocus.com/future-technology/are-vr-headsets-bad-for-your-health/. Accessed 15 Dec 2022.

Wheeler, G., Mills, N., Ankeny, U., Howsley, P., Bartlett, C., Elphick, H., & Dimitri, P. (2022). Meaningful involvement of children and young people in health technology development. *Journal of Medical Engineering & Technology*, 46(6), 462–471. https://doi.org/10.1080/03091902.2022.2089252

Wiederhold, B. (2022a). Sexual harassment in the Metaverse. *Cyberpsychology, Behavior, and Social networking*, 25(8), [Online] [Accessed on 24th November, 2022]. https://doi.org/10.1089/cyber.2022.29253. editorial

Wiederhold, B. K. (2022b). Metaverse games: Game changer for healthcare? *Cyberpsychology, Behavior, and Social Networking*, 25(5), 267–269.

Williams, B. (2022). How the Metaverse Is Facilitating New Economic Models. Available at: https://www.nasdaq.com/articles/how-the-metaverse-is-facilitating-new-economic-models. Accessed 5 Mar 2023

Wilson, K. B., Karg, A., & Ghaderi, H. (2022). Prospecting non-fungible tokens in the digital economy: Stakeholders and ecosystem, risk and opportunity. *Business Horizons*, 65(5), 657–670.

Winkler, A., Won, J., & Ye, Y. (2022). QuestSim: Human motion tracking from sparse sensors with simulated avatars. In SIGGRAPH Asia 2022 Conference Papers (pp. 1–8). Available at https://arxiv.org/pdf/2209.09391.pdf. Accessed 5 Mar 2023

Wired. (2007). Virtual rape is traumatic, but is it a crime? Available at: https://www.wired.com/2007/05/sexdrive-0504/. Accessed 28 Nov 2022.

Wolfendale, J. (2007). My avatar, my self: Virtual harm and attachment. *Ethics Information Technology*, 9, 111–119. https://doi.org/10.1007/s10676-006-9125-z

Wong-Lo, M., Bullock, L. M., & Gable, R. A. (2011). Cyberbullying: Practices to face digital aggression. *Emotional and Behavioural Difficulties*, 16(3), 317–325.

World Economic Forum. (2022a). Here's how to prevent crime in the Metaverse. https://www.weforum.org/agenda/2022/08/crime-punishment-metaverse/. Accessed 5 Mar 2023

World Economic Forum. (2022b). Who will govern the Metaverse? https://www.weforum.org/agenda/2022/05/metaverse-governance. Accessed 5 Mar 2023

Xi, N., Chen, J., Gama, F., Riar, M., & Hamari, J. (2022). The challenges of entering the metaverse: An experiment on the effect of extended reality on workload. *Information Systems Frontiers*, 1–22. https://doi.org/10.1007/s10796-022-10244-x

Yaden, D., Eichstaedt, J. and Medaglia, J. (2018). The future of technology in Positive Psychology: Methodological advances in the science of well-being. *Frontiers in Psychology*, 9:962, [Online] [Accessed on 25th November 2022]. https://doi.org/10.3389/fpsyg.2018.00962

Zallio, M., & Clarkson, P. J. (2022). Designing the metaverse: A study on inclusion, diversity, equity, accessibility and safety for digital immersive environments. *Telematics and Informatics*, 75, 101909. https://doi.org/10.1016/j.tele.2022.101909

Zhao, R., Zhang, Y., Zhu, Y., Lan, R., & Hua, Z. (2022). Metaverse: Security and privacy concerns. *Journal of Latex Class Files*, 14(8), 1–7.

Zuboff, S. (2018). The age of surveillance capitalism: The fight for a human future at the new frontier of Power. Profile Books.

**Publisher's Note** Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

**Yogesh K. Dwivedi** is a Professor of Digital Marketing and Innovation and Founding Director of the Digital Futures for Sustainable Business & Society Research Group at the School of Management, Swansea University, Wales, UK. In addition, he holds a Distinguished Research Professorship at the Symbiosis Institute of Business Management (SIBM), Pune, India. Professor Dwivedi is also currently leading the *International Journal of Information Management* as its Editor-in-Chief. His research interests are at the interface of Information Systems (IS) and Marketing, focusing on issues related to consumer adoption and diffusion of emerging digital innovations, digital government, and digital and social media marketing particularly in the context of emerging markets. Professor Dwivedi has published more than 500 articles in a range of leading academic journals and conferences that are widely cited (more than 47 thousand times as per Google Scholar). He has been named on the annual Highly Cited Researchers™ 2020, 2021 and 2022 lists from Clarivate Analytics. Professor Dwivedi is an Associate Editor of the *Journal of Business Research* and *European Journal of Marketing*, *Government Information Quarterly* and *International Journal of Electronic Government Research*, and Senior Editor of the *Journal of Electronic Commerce Research*.

**Nir Kshetri** is a professor at University of North Carolina-Greensboro and research fellow at Kobe University, Japan. He has authored thirteen books and more than 220 academic articles. Nir's work has been featured by hundreds of media outlets, such as BBC, Economist, Al Jazeera, Wall Street Journal, Foreign Policy, Public Radio International, Newsweek, Scientific American, and Bloomberg TV. He has provided consulting services to Asian Development Bank, the Commonwealth Secretariat, and various UN agencies. Nir is a two-time TEDx speaker about the roles of emerging technologies such as artificial intelligence (https://www.youtube.com/watch?v=W6da0kEfBsY) and blockchain (https://www.youtube.com/watch?v=Wdo_Jlov9R4) in fighting poverty.
**Laurie Hughes** is a senior lecturer within the Strategic Operations group and founding member of the Digital Futures for Sustainable Business & Society Research Group at the School of Management, Swansea University, UK. Laurie has extensive senior management and consultancy experience in a variety of industry roles within finance, manufacturing, operations, and UK government organisations. Within academia he has published over 30 articles receiving a Google citation count of over 5000 across a range of technology focused research topics within leading academic journals in subjects such as: Artificial Intelligence (AI), Metaverse, Blockchain, Industry 4.0, IS project failure, Supply Chain Management and Digital Marketing. Laurie is interested in developing research that focuses on the impact of AI adoption and the disruption of industry through the use of technology.

**Nripendra P. Rana** is a Professor in Marketing at the College of Business and Economics at Qatar University, Doha. His current research interests focus primarily on adoption and diffusion of emerging ICTs, e-commerce, m-commerce, digital and social media marketing and the role of artificial intelligence on the consumer decision-making and behaviour. He has published more than 300 papers in a range of leading academic journals, conference proceedings, books etc. Some of such journals where his papers got published include British Journal of Management, European Journal of Information Systems, Annals of Tourism Research, Public Management Review, European Journal of Marketing, Journal of Sustainable Tourism, and International Journal of Information Management to name a few.

**Abdullah M. Baabdullah** is an Associate Professor of Management Information Systems at Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Kingdom of Saudi Arabia. His academic qualifications include a PhD in Management Information Systems from Swansea University, Wales, United Kingdom; MSc in Management Information Systems from University of Surrey, England, United Kingdom; BSc in Management Information Systems from King Abdulaziz University. Dr. Baabdullah's research interests are in the area of information systems, analysis/development of IS theories/models, IT/IS adoption, diffusion of emerging ICTs, acceptance and use of e-services and m-applications, e-government/m-government, and social media/social networking.

**Arpan Kumar Kar** is a Professor in Information Systems in Indian Institute of Technology Delhi, India and holds a Chair Professorship in Data Science. He works in the space of artificial intelligence, digital platforms and apps, social media and ICT-based public policy. He has authored over 180 publications of which over 60 publications are in ABDC A, ABS 3 or WoS Q1 journals of which 13 articles are in ABDC A* journals (H-Index 47). He is the Editor in Chief of International Journal of Information Management Data Insights, published by Elsevier. He has been a Guest Editor for journals like Decision Support Systems, Industrial Marketing Management, International Journal of Information Management, Information Systems Frontiers, Australasian Journal of Information Systems, etc. He has received over 20 national and international awards like the Research Excellence Award by ClariVate Analytics for highest citations from 2015–2020, Basant Kumar Birla Distinguished Researcher Award for the count of ABDC A*/ ABS 4 level publications in India over 5 years and the Best Seller Award from Ivey / Harvard Cases in 2020 for his case on social media analytics.

**Alex Koohang** is the Dean of the School of Computing at Middle Georgia State University. He is also the Peyton Anderson Endowed Chair and Eminent Scholar in Information Technology. As an active researcher, he has authored and or co-authored numerous refereed published research manuscripts, refereed proceedings, and seven books. He currently serves as editor-in-chief of the *Journal of Computer Information Systems*. He is the Past President and current Director of

Technology and Operation of the International Association for Computer Information Systems, a Fellow at the Informing Science Institute, and an advisory board member for several academic organizations. Professor Koohang has been the recipient of numerous awards and research grants. He has been recognized with awards for service, academic achievements, leadership excellence, and research/scholarship.

**Samuel Ribeiro-Navarrete** works at ESIC University (Spain) and is Visiting Professor PhD, University of Economics and Human Sciences in Warsaw (Poland). He has published papers in journals indexed in the WoS, such as International Journal of Information Management, Service Industries Journal, Service Business, Technological Forecasting & Social Change, International Journal of Entrepreneurial Behavior & Research, Journal of Business Research, Knowledge Management Research & Practice, Review of Managerial Science, among others. Editor of a Springer book. Currently is has been pointed as Editor of Economic Research (Q2 at SSCI-WoS). He worked at EY (former Ernst & Young) and Société Générale. He attended and presented papers at several Conferences, and guest editor in SSCI-indexed journals. He is reviewer in some Springer, Emerald and Elsevier journals, indexed at WoS. Edited some special issues in SSCI-indexed journals.

**Nina Belei** is Assistant Professor of Marketing at the Institute for Management Research at Radboud University Nijmegen. She received her Ph.D. in Marketing from Maastricht University, the Netherlands. Part of her dissertation was completed at the Kellogg School of Management, Northwestern University, Evanston, USA. Her dissertation was selected by the European Journal of Marketing as a winner of the 2013 Emerald/EFMD Outstanding Doctoral Research Award. Fascinated by the rapid development of immersive technologies and their impact on everyday consumption contexts, Nina's research interest centers on the dynamic interplay of cognitive, affective, and motivational aspects affecting digital consumption and consumer well-being.

**Janarthanan Balakrishnan** is Assistant Professor in Department of Management Studies at National Institute of Technology, Tiruchirappalli. His research interests are in the area of psychology and marketing, technology and marketing, psychology and tourism impacts. He teaches subjects in the area of Digital and Social media Marketing, Marketing Strategy, and Business Consulting and Strategy. His work has been published in leading academic journals including International Journal of Information Management, Industrial Marketing Management, Information Systems Frontier, Psychology & Marketing, Journal of Business Research, Journal of Consumer Behaviour, Computers in Human Behaviour.

**Sriparna Basu**, Professor of Communication at FORE School of Management, New Delhi, India, holds an M.A. from Jadavpur University, Kolkata (Gold Medalist) and M.A. and Ph.D. from the University of Illinois at Urbana-Champaign, USA. Her current research areas are—interactive technologies and user behaviour, digital inclusivity, responsible AI, and human-tech. She has also worked in policy projects relating to digital policy impact evaluation in rural India. Her research has been published in the *Journal of Business Research* and the *International Journal of Information Management*. More information about her can be found at https://www.fsm.ac.in/people/faculty/prof-sriparna-basu

**Abhishek Behl** is a researcher and faculty in the area of information systems and management at MDI Gurgaon. He has earned his second Ph.D. from the Indian Institute of Technology, Bombay, and is a winner of the prestigious “Naik and Rastogi Award for Excellence in Ph.D.”. He has published more than 100 articles in journals like Harvard Business Review; Industrial Marketing Management; International Journal of Information Management; Information System Frontier; IEEE Transactions on Engineering Management; Production Planning and

<figure><img src="image_30.png" /></figure>
**Laurie Hughes** is a senior lecturer within the Strategic Operations group and founding member of the Digital Futures for Sustainable Business & Society Research Group at the School of Management, Swansea University, UK. Laurie has extensive senior management and consultancy experience in a variety of industry roles within finance, manufacturing, operations, and UK government organisations. Within academia he has published over 30 articles receiving a Google citation count of over 5000 across a range of technology focused research topics within leading academic journals in subjects such as: Artificial Intelligence (AI), Metaverse, Blockchain, Industry 4.0, IS project failure, Supply Chain Management and Digital Marketing. Laurie is interested in developing research that focuses on the impact of AI adoption and the disruption of industry through the use of technology.

**Nripendra P. Rana** is a Professor in Marketing at the College of Business and Economics at Qatar University, Doha. His current research interests focus primarily on adoption and diffusion of emerging ICTs, e-commerce, m-commerce, digital and social media marketing and the role of artificial intelligence on the consumer decision-making and behaviour. He has published more than 300 papers in a range of leading academic journals, conference proceedings, books etc. Some of such journals where his papers got published include British Journal of Management, European Journal of Information Systems, Annals of Tourism Research, Public Management Review, European Journal of Marketing, Journal of Sustainable Tourism, and International Journal of Information Management to name a few.

**Abdullah M. Baabdullah** is an Associate Professor of Management Information Systems at Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Kingdom of Saudi Arabia. His academic qualifications include a PhD in Management Information Systems from Swansea University, Wales, United Kingdom; MSc in Management Information Systems from University of Surrey, England, United Kingdom; BSc in Management Information Systems from King Abdulaziz University. Dr. Baabdullah's research interests are in the area of information systems, analysis/development of IS theories/models, IT/IS adoption, diffusion of emerging ICTs, acceptance and use of e-services and m-applications, e-government/m-government, and social media/social networking.

**Arpan Kumar Kar** is a Professor in Information Systems in Indian Institute of Technology Delhi, India and holds a Chair Professorship in Data Science. He works in the space of artificial intelligence, digital platforms and apps, social media and ICT-based public policy. He has authored over 180 publications of which over 60 publications are in ABDC A, ABS 3 or WoS Q1 journals of which 13 articles are in ABDC A* journals (H-Index 47). He is the Editor in Chief of International Journal of Information Management Data Insights, published by Elsevier. He has been a Guest Editor for journals like Decision Support Systems, Industrial Marketing Management, International Journal of Information Management, Information Systems Frontiers, Australasian Journal of Information Systems, etc. He has received over 20 national and international awards like the Research Excellence Award by ClariVate Analytics for highest citations from 2015–2020, Basant Kumar Birla Distinguished Researcher Award for the count of ABDC A*/ ABS 4 level publications in India over 5 years and the Best Seller Award from Ivey / Harvard Cases in 2020 for his case on social media analytics.

**Alex Koohang** is the Dean of the School of Computing at Middle Georgia State University. He is also the Peyton Anderson Endowed Chair and Eminent Scholar in Information Technology. As an active researcher, he has authored and or co-authored numerous refereed published research manuscripts, refereed proceedings, and seven books. He currently serves as editor-in-chief of the *Journal of Computer Information Systems*. He is the Past President and current Director of

Technology and Operation of the International Association for Computer Information Systems, a Fellow at the Informing Science Institute, and an advisory board member for several academic organizations. Professor Koohang has been the recipient of numerous awards and research grants. He has been recognized with awards for service, academic achievements, leadership excellence, and research/scholarship.

**Samuel Ribeiro-Navarrete** works at ESIC University (Spain) and is Visiting Professor PhD, University of Economics and Human Sciences in Warsaw (Poland). He has published papers in journals indexed in the WoS, such as International Journal of Information Management, Service Industries Journal, Service Business, Technological Forecasting & Social Change, International Journal of Entrepreneurial Behavior & Research, Journal of Business Research, Knowledge Management Research & Practice, Review of Managerial Science, among others. Editor of a Springer book. Currently is has been pointed as Editor of Economic Research (Q2 at SSCI-WoS). He worked at EY (former Ernst & Young) and Société Générale. He attended and presented papers at several Conferences, and guest editor in SSCI-indexed journals. He is reviewer in some Springer, Emerald and Elsevier journals, indexed at WoS. Edited some special issues in SSCI-indexed journals.

**Nina Belei** is Assistant Professor of Marketing at the Institute for Management Research at Radboud University Nijmegen. She received her Ph.D. in Marketing from Maastricht University, the Netherlands. Part of her dissertation was completed at the Kellogg School of Management, Northwestern University, Evanston, USA. Her dissertation was selected by the European Journal of Marketing as a winner of the 2013 Emerald/EFMD Outstanding Doctoral Research Award. Fascinated by the rapid development of immersive technologies and their impact on everyday consumption contexts, Nina's research interest centers on the dynamic interplay of cognitive, affective, and motivational aspects affecting digital consumption and consumer well-being.

**Janarthanan Balakrishnan** is Assistant Professor in Department of Management Studies at National Institute of Technology, Tiruchirapalli. His research interests are in the area of psychology and marketing, technology and marketing, psychology and tourism impacts. He teaches subjects in the area of Digital and Social media Marketing, Marketing Strategy, and Business Consulting and Strategy. His work has been published in leading academic journals including International Journal of Information Management, Industrial Marketing Management, Information Systems Frontier, Psychology & Marketing, Journal of Business Research, Journal of Consumer Behaviour, Computers in Human Behaviour.

**Sriparna Basu**, Professor of Communication at FORE School of Management, New Delhi, India, holds an M.A. from Jadavpur University, Kolkata (Gold Medalist) and M.A. and Ph.D. from the University of Illinois at Urbana-Champaign, USA. Her current research areas are—interactive technologies and user behaviour, digital inclusivity, responsible AI, and human-tech. She has also worked in policy projects relating to digital policy impact evaluation in rural India. Her research has been published in the *Journal of Business Research* and the *International Journal of Information Management*. More information about her can be found at https://www.fsm.ac.in/people/faculty/prof-sriparna-basu

**Abhishek Behl** is a researcher and faculty in the area of information systems and management at MDI Gurgaon. He has earned his second Ph.D. from the Indian Institute of Technology, Bombay, and is a winner of the prestigious “Naik and Rastogi Award for Excellence in Ph.D.”. He has published more than 100 articles in journals like Harvard Business Review; Industrial Marketing Management; International Journal of Information Management; Information System Frontier; IEEE Transactions on Engineering Management; Production Planning and

<figure><img src="image_29.png" /></figure>
Control; Annals of Operations Research; Journal of Business Research; Technology Forecasting and Social Change; Journal of Enterprise Information Systems; Industrial Management and Data Systems.

**Gareth H. Davies** is a Professor Swansea University’s School of Management, with research interests in innovation management and regional economic development. He was seconded to support the Welsh Government’s Knowledge Economy Nexus review of academic-industrial links, and has since worked on projects around the world to develop science park and technology transfer models. Recently his work has involved appraisal of the Swansea Bay City Region City Deal, and architecting a number of pan-Wales innovation projects.

**Vincent Dutot** is currently a full professor in MIS. He holds a HDR (IAE Poitiers) and a PhD from Laval University (Quebec, Canada) in Information Systems. His fields of interest are the impact of technology on performance, mainly through the focus of adoption, e-reputation, business model development, and strategic alignment of technology. His focus principally on SMEs following quantitative approaches. In addition, he is a digital consultant. He has given speeches, training, professional conferences and consulting sessions since 2007. The main topics of his work are: digital transformation, digital strategy and social media (performance and adoption).

**Rohita Dwivedi** has a PhD in Management. She is currently working in School of business Management, NMIMS as Assistant Professor-Marketing. Dr. Dwivedi hold Non-Executive Director post in Ratnakar Fertilizers, Ahmedabad and Consultant - Retail in Tilted Heads and Wagging Tails, New Delhi. She is an MBA from Chetana’s Institute of Management and Research, Mumbai and B.Sc. (Botany and Chemistry) from University of Allahabad. She is actively consulting and is passionate about research. She has 15 research papers published in National and ABDC Scopus listed International Journals. She has 24+ years of work experience in industry and Academics combined.

**Leighton Evans** is Associate Professor of Media Theory and Director of the Centre of Digital Arts and Humanities at Swansea University. He is the author of *Locative Social Media* (2015), *The Re-emergence of Virtual Reality* (2018) and the co-author of *Location-based Social Media: Space, Time and Identity* (2017), *Intergenerational Locative Play: Augmenting Family* (2021) and *From Microverse to Metaverse* (2022).

**Reto Felix** is an Associate Professor of Marketing at the University of Texas Rio Grande Valley and holds a PhD from the University of St. Gallen, Switzerland. His research focuses on green consumption, consumer well-being, and new technologies. He has been a visiting scholar at the Marketing Group, Haas School of Business, University of California, Berkeley, and has published in journals such as *Journal of International Marketing*, *Journal of Business Research*, *International Marketing Review*, *European Journal of Marketing*, *International Journal of Consumer Studies*, *Journal of Retailing and Consumer Services*, *Computers in Human Behavior*, and *Psychology & Marketing*.

**Richard Foster-Fletcher**, a fervent advocate for emerging technology and AI ethics, is the founder of MKAI.org, an organisation dedicated to the responsible implementation of AI. By offering advisory services and guidance, MKAI.org supports businesses and institutions throughout their AI journey. Richard’s extensive leadership experience in technology and innovation spans roles at prestigious organisations like Oracle Corporation, the BBC, and as an Advisory Board Member for the African Institute of AI and the IEEE. As a sought-after speaker, Richard is devoted to sharing his expertise and experiences with a broader audience. His involvement with the United Nations at various conferences, including hosting and speaking at climate events during COP27 in Egypt, highlights his commitment to promoting responsible and inclusive use of technology.

**Mihalis Giannakis** Professor Mihalis Giannakis, PhD HDR is Full Professor of Operations and Supply Management at Audencia Business School in France. He is a chartered mechanical engineer and started his career as field engineer of the national gas supply company of Greece. He has held faculty positions at the University of Warwick, University of Middlesex and the University of Brighton. He holds a BSc/ MSc degree in Mechanical Engineering from the University of Patras, an MSc in Engineering Business Management from the University of Warwick and a PhD in Industrial and Business Studies from Warwick Business School, University of Warwick. He has conducted research and consulting work in financial services, construction, defence and aerospace, professional services and pharmaceutical companies.

**Ashish Gupta** is currently working as an assistant professor in marketing at the Indian Institute of Foreign Trade (IIFT), New Delhi (an Autonomous Institution of the Ministry of Commerce and Industry, Government of India) India. His research interests are Marketing, Technology and Consumer behaviour. He has published many research papers in international and national journals and has also presented at many conferences. He is also involved as a project investigator in several government-funded projects. He conducted several workshops, FDPs and MDPs on Digital and social media marketing, Leadership in professional education etc. He can be reached at ashishgupta@iift.edu

**Chris Hinsch** is an Associate Professor of Marketing at the Seidman College of Business at Grand Valley State University. He holds a PhD in Marketing from the University of Missouri, and his research is focused on the individual consequences of technology consumption. His research has been published in outlets such as *Psychology & Marketing*, *The Journal of Personality and Social Psychology*, *The Journal of Business Research*, *International Marketing Review*, and *The European Journal of Marketing* among others.

**Animesh Jain** is a Policy Fellow with the Office of Principal Scientific Advisor to the Government of India—Policy Analytics and Insights Unit at IISc Bengaluru. He has completed his master’s in international security with concentrations in China & East Asia and Diplomacy from Sciences Po, Paris. He has previously worked with organisations, including MKAI, Kubernein Initiative, Tianjin Intertech Corporation, AI Policy Labs, National Skill Development Corporation and Observers Research Foundation in different capacities.

**Nina Jane Patel** is a pioneering entrepreneur and cutting-edge researcher. As the co-founder and Head of Metaverse Research for Kabuni, she investigates the implications of safety, psychology, and physiology in human interaction in the Metaverse. She received the Wilkie Calvert Scholar Award from the University of Reading for doctoral research and was recently honoured by the Canada Council for the Arts for her research on body, movement, and self-expression in immersive digital environments. Patel is a sought-after speaker and has presented her signature keynote at events such as the United Nation’s World IP Organisation, London Tech Week, Institute for Government & Public Policy and Silicon Valley Comes to UK.

**Timothy Jung** is Chair Professor of XR and Founder and Director of the Creative AR & VR Hub and Digital Transformation Knowledge Platform Lead at Manchester Metropolitan University, UK. He is the Conference Chair of the annual International XR-Metaverse Conference. His research interests include AI, XR and Blockchain powered metaverse innovation for well-being and quality of life. He has published in journals such as *Journal of Travel Research*, *Tourism Management*, *Information & Management*, *Computers in Human Behavior*, *Journal of Business Research* and *Journal of Medical Internet Research*.
Control; Annals of Operations Research; Journal of Business Research; Technology Forecasting and Social Change; Journal of Enterprise Information Systems; Industrial Management and Data Systems.

**Gareth H. Davies** is a Professor Swansea University’s School of Management, with research interests in innovation management and regional economic development. He was seconded to support the Welsh Government’s Knowledge Economy Nexus review of academic-industrial links, and has since worked on projects around the world to develop science park and technology transfer models. Recently his work has involved appraisal of the Swansea Bay City Region City Deal, and architecting a number of pan-Wales innovation projects.

**Vincent Dutot** is currently a full professor in MIS. He holds a HDR (IAE Poitiers) and a PhD from Laval University (Quebec, Canada) in Information Systems. His fields of interest are the impact of technology on performance, mainly through the focus of adoption, e-reputation, business model development, and strategic alignment of technology. His focus principally on SMEs following quantitative approaches. In addition, he is a digital consultant. He has given speeches, training, professional conferences and consulting sessions since 2007. The main topics of his work are: digital transformation, digital strategy and social media (performance and adoption).

**Rohita Dwivedi** has a PhD in Management. She is currently working in School of business Management, NMIMS as Assistant Professor-Marketing. Dr. Dwivedi hold Non-Executive Director post in Ratnakar Fertilizers, Ahmedabad and Consultant - Retail in Tilted Heads and Wagging Tails, New Delhi. She is an MBA from Chetana’s Institute of Management and Research, Mumbai and B.Sc. (Botany and Chemistry) from University of Allahabad. She is actively consulting and is passionate about research. She has 15 research papers published in National and ABDC Scopus listed International Journals. She has 24+ years of work experience in industry and Academics combined.

**Leighton Evans** is Associate Professor of Media Theory and Director of the Centre of Digital Arts and Humanities at Swansea University. He is the author of *Locative Social Media* (2015), *The Re-emergence of Virtual Reality* (2018) and the co-author of *Location-based Social Media: Space, Time and Identity* (2017), *Intergenerational Locative Play: Augmenting Family* (2021) and *From Microverse to Metaverse* (2022).

**Reto Felix** is an Associate Professor of Marketing at the University of Texas Rio Grande Valley and holds a PhD from the University of St. Gallen, Switzerland. His research focuses on green consumption, consumer well-being, and new technologies. He has been a visiting scholar at the Marketing Group, Haas School of Business, University of California, Berkeley, and has published in journals such as *Journal of International Marketing*, *Journal of Business Research*, *International Marketing Review*, *European Journal of Marketing*, *International Journal of Consumer Studies*, *Journal of Retailing and Consumer Services*, *Computers in Human Behavior*, and *Psychology & Marketing*.

**Richard Foster-Fletcher**, a fervent advocate for emerging technology and AI ethics, is the founder of MKAI.org, an organisation dedicated to the responsible implementation of AI. By offering advisory services and guidance, MKAI.org supports businesses and institutions throughout their AI journey. Richard’s extensive leadership experience in technology and innovation spans roles at prestigious organisations like Oracle Corporation, the BBC, and as an Advisory Board Member for the African Institute of AI and the IEEE. As a sought-after speaker, Richard is devoted to sharing his expertise and experiences with a broader audience. His involvement with the United Nations at various conferences, including hosting and speaking at climate events during COP27 in Egypt, highlights his commitment to promoting responsible and inclusive use of technology.

**Mihalis Giannakis** Professor Mihalis Giannakis, PhD HDR is Full Professor of Operations and Supply Management at Audencia Business School in France. He is a chartered mechanical engineer and started his career as field engineer of the national gas supply company of Greece. He has held faculty positions at the University of Warwick, University of Middlesex and the University of Brighton. He holds a BSc/ MSc degree in Mechanical Engineering from the University of Patras, an MSc in Engineering Business Management from the University of Warwick and a PhD in Industrial and Business Studies from Warwick Business School, University of Warwick. He has conducted research and consulting work in financial services, construction, defence and aerospace, professional services and pharmaceutical companies.

**Ashish Gupta** is currently working as an assistant professor in marketing at the Indian Institute of Foreign Trade (IIFT), New Delhi (an Autonomous Institution of the Ministry of Commerce and Industry, Government of India) India. His research interests are Marketing, Technology and Consumer behaviour. He has published many research papers in international and national journals and has also presented at many conferences. He is also involved as a project investigator in several government-funded projects. He conducted several workshops, FDPs and MDPs on Digital and social media marketing, Leadership in professional education etc. He can be reached at ashishgupta@iift.edu

**Chris Hinsch** is an Associate Professor of Marketing at the Seidman College of Business at Grand Valley State University. He holds a PhD in Marketing from the University of Missouri, and his research is focused on the individual consequences of technology consumption. His research has been published in outlets such as *Psychology & Marketing*, *The Journal of Personality and Social Psychology*, *The Journal of Business Research*, *International Marketing Review*, and *The European Journal of Marketing* among others.

**Animesh Jain** is a Policy Fellow with the Office of Principal Scientific Advisor to the Government of India—Policy Analytics and Insights Unit at IISc Bengaluru. He has completed his master’s in international security with concentrations in China & East Asia and Diplomacy from Sciences Po, Paris. He has previously worked with organisations, including MKAI, Kubernein Initiative, Tianjin Intertech Corporation, AI Policy Labs, National Skill Development Corporation and Observers Research Foundation in different capacities.

**Nina Jane Patel** is a pioneering entrepreneur and cutting-edge researcher. As the co-founder and Head of Metaverse Research for Kabuni, she investigates the implications of safety, psychology, and physiology in human interaction in the Metaverse. She received the Wilkie Calvert Scholar Award from the University of Reading for doctoral research and was recently honoured by the Canada Council for the Arts for her research on body, movement, and self-expression in immersive digital environments. Patel is a sought-after speaker and has presented her signature keynote at events such as the United Nation’s World IP Organisation, London Tech Week, Institute for Government & Public Policy and Silicon Valley Comes to UK.

**Timothy Jung** is Chair Professor of XR and Founder and Director of the Creative AR & VR Hub and Digital Transformation Knowledge Platform Lead at Manchester Metropolitan University, UK. He is the Conference Chair of the annual International XR-Metaverse Conference. His research interests include AI, XR and Blockchain powered metaverse innovation for well-being and quality of life. He has published in journals such as *Journal of Travel Research*, *Tourism Management*, *Information & Management*, *Computers in Human Behavior*, *Journal of Business Research* and *Journal of Medical Internet Research*.
**Satinder Juneja** Satinder S Juneja is a technology marketing practitioner with over 28 years of experience and is Global Marketing Head at Birlasoft. He is pursuing Ph.D. from the Indian Institute of Foreign Trade (IIFT), New Delhi. A keen student of marketing, his research interest lie at the intersection of digital technology and marketing, especially emerging and disruptive tech and its impact on brands and consumer. He is a visiting faculty at several business schools to teach courses on B2B Marketing and Digital Marketing.

**Qeis Kamran** (PhD, MBA-GM, MBA- PPM, EMBL-HSG, LLM, MSc.) is the full Professor of Strategy, Cybernetics and Design Science at International School of Management (ISM), Dortmund, Germany, senior lecturer at the Technical University of Augsburg (THA), and a researcher in design science and marketing at the University of Twente (UT) in the Netherlands. He previously worked in leadership roles in sales, management, entrepreneurship, in retail, energy, petrochemicals and strategic consulting industries.

**Sanjar Mohamed AB** is an aspirational Neogeneralist and entrepreneur with over 8 years of combined experience in project and product management, cross-functional leadership, and entrepreneurship. He has a deep understanding of all aspects of business formation, strategy, agile project management, and business development. Sanjar has 4+ years of experience in Web3, Metaverse technologies, and crypto domains. Currently serving as the Chief Metaverse Officer at Eikonikos, he has co-founded three startups and has a passion for learning new territories of technological and industry domains. Sanjar is also socially active and involved with social service organizations.

**Neeraj Pandey** is Professor of Marketing at NITIE Mumbai. He did his post-doctoral research at Johns Hopkins University, USA. He has written two books and his research has appeared in journals like Journal of Business Research, International Journal of Information Management, International Marketing Review, Journal of Business and Industrial Marketing, Journal of Consumer Marketing, Australasian Marketing Journal, Australasian Journal of Information Systems, Journal of Strategic Marketing, Marketing Intelligence and Planning, Psychology & Marketing, Journal of Computer Information Systems, and Journal of Consumer Affairs, among others. His research interests are digital marketing, pricing, B2B marketing, and services marketing.

**Savvas Papagiannidis** is the David Goldman Professor of Innovation and Enterprise in the Newcastle University Business School, UK. His work has been published in several academic journals and presented at international conferences. His research interests mainly revolve around electronic business and its various sub-domains. More specifically, his research aims to inform our understanding of how e-business technologies affect the social and business environment, organisational strategies and business models, and how these are implemented in terms of functional innovations. His work puts strong emphasis on innovation, new value creation and the exploitation of entrepreneurial opportunities, within the context of different industries.

**Ramakrishnan Raman** is currently the Director of SIBM, Pune, which is one of the reputed private business Schools in India. He is also the Dean of the Faculty of Management at Symbiosis International (Deemed University) and also holds the position of Director Strategy & Development at Symbiosis International (Deemed University). He has spent majority of his professional career in services sector, ie. Education and Administration in the best business schools in India and abroad. The consulting assignments have helped him spend time in corporate, esp in the area of ERP implementation. He also works

with startups in devising strategies to manage their business risks, set up systems and processes to improve their efficiency. His keen inclination towards research has made him publish research papers in refereed International journals.

**Philipp A. Rauschnabel**, PhD, is Professor of Digital Marketing and Media Innovation at the Universität der Bundeswehr München and Associate Researcher at the Otto-Friedrich-Universität Bamberg. He is the author of highly cited academic papers in the field of Augmented Reality and Metaverse. Philipp has extensive teaching experience in XR and Metaverse at universities worldwide and frequently collaborates with companies and policy makers in these fields. Blog: www.philipprauschnabel.com

**Preeti Tak** is working as Assistant Professor, Department of Marketing at Indian Institute of Foreign Trade, New Delhi and is the Program Director of Doctoral Program at IIFT, New Delhi. She has completed her Ph.D. in marketing. She has more than eleven years of academic experience. She remains involved in supporting and advising enterprises in the domain on branding and consumer research. Her research interests are consumer psychology in the virtual world, luxury marketing and branding. Her teaching interests are Marketing Management, consumer behaviour and brand management.

**Alexandra Taylor** is a research student studying with the Business and Law faculty at Manchester Metropolitan University. Her research is focused towards the Metaverse, XR technologies, and their impact on psychological and mental wellbeing.

**M. Claudia tom Dieck** is a research fellow at the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University. She is the Program Chair of the annual International Augmented and Virtual Reality Conference. Her research interests include immersive technologies in the creative industries. She has published in journals such as *Journal of Travel Research*, *Tourism Management, Information & Management*, and *Journal of Business Research*.

**Giampaolo Viglia** is Professor of Marketing at the University of Portsmouth, UK. He is also the Editor-In-Chief of *Psychology & Marketing* and an Associate Editor of *Annals of Tourism Research*. He is interested in experimental research in the areas of consumer decision-making, pricing, and digital marketing. His approach is interdisciplinary, drawing on economics, management, tourism, and psychology. His work has appeared in top journals like *Journal of the Academy of Marketing Science* *Journal of Retailing*, *International Journal of Research in Marketing*, *Tourism Management* *Journal of Product Innovation Management* *Journal of Travel Research* and the *Journal of Service Research*.

**Yichuan Wang** is an Associate Professor of Digital Marketing at Sheffield University Management School. He is a multi-disciplinary researcher, working mostly across marketing, information systems and healthcare. He is the author or co-author of over 100 publications, attracting in excess of 7,500 citations. His research has appeared in the leading journals including British Journal of Management, Social Science & Medicine, International Journal of Operations & Production Management.

**Meiyi Yan** is a film producer, she has worked on more than ten films, including Different Fireworks, which was shown at the 70th Cannes Film Festival. Meiyi Yan graduated from the Digital Humanities Institute at the University of Sheffield. Current research focuses on new media, artificial Intelligence, and digital culture.
**Satinder Juneja** Satinder S Juneja is a technology marketing practitioner with over 28 years of experience and is Global Marketing Head at Birlasoft. He is pursuing Ph.D. from the Indian Institute of Foreign Trade (IIFT), New Delhi. A keen student of marketing, his research interest lie at the intersection of digital technology and marketing, especially emerging and disruptive tech and its impact on brands and consumer. He is a visiting faculty at several business schools to teach courses on B2B Marketing and Digital Marketing.

**Qeis Kamran** (PhD, MBA-GM, MBA- PPM, EMBL-HSG, LLM, MSc.) is the full Professor of Strategy, Cybernetics and Design Science at International School of Management (ISM), Dortmund, Germany, senior lecturer at the Technical University of Augsburg (THA), and a researcher in design science and marketing at the University of Twente (UT) in the Netherlands. He previously worked in leadership roles in sales, management, entrepreneurship, in retail, energy, petrochemicals and strategic consulting industries.

**Sanjar Mohamed AB** is an aspirational Neogeneralist and entrepreneur with over 8 years of combined experience in project and product management, cross-functional leadership, and entrepreneurship. He has a deep understanding of all aspects of business formation, strategy, agile project management, and business development. Sanjar has 4+ years of experience in Web3, Metaverse technologies, and crypto domains. Currently serving as the Chief Metaverse Officer at Eikonikos, he has co-founded three startups and has a passion for learning new territories of technological and industry domains. Sanjar is also socially active and involved with social service organizations.

**Neeraj Pandey** is Professor of Marketing at NITIE Mumbai. He did his post-doctoral research at Johns Hopkins University, USA. He has written two books and his research has appeared in journals like Journal of Business Research, International Journal of Information Management, International Marketing Review, Journal of Business and Industrial Marketing, Journal of Consumer Marketing, Australasian Marketing Journal, Australasian Journal of Information Systems, Journal of Strategic Marketing, Marketing Intelligence and Planning, Psychology & Marketing, Journal of Computer Information Systems, and Journal of Consumer Affairs, among others. His research interests are digital marketing, pricing, B2B marketing, and services marketing.

**Savvas Papagiannidis** is the David Goldman Professor of Innovation and Enterprise in the Newcastle University Business School, UK. His work has been published in several academic journals and presented at international conferences. His research interests mainly revolve around electronic business and its various sub-domains. More specifically, his research aims to inform our understanding of how e-business technologies affect the social and business environment, organisational strategies and business models, and how these are implemented in terms of functional innovations. His work puts strong emphasis on innovation, new value creation and the exploitation of entrepreneurial opportunities, within the context of different industries.

**Ramakrishnan Raman** is currently the Director of SIBM, Pune, which is one of the reputed private business Schools in India. He is also the Dean of the Faculty of Management at Symbiosis International (Deemed University) and also holds the position of Director Strategy & Development at Symbiosis International (Deemed University). He has spent majority of his professional career in services sector, ie. Education and Administration in the best business schools in India and abroad. The consulting assignments have helped him spend time in corporate, esp in the area of ERP implementation. He also works

with startups in devising strategies to manage their business risks, set up systems and processes to improve their efficiency. His keen inclination towards research has made him publish research papers in refereed International journals.

**Philipp A. Rauschnabel**, PhD, is Professor of Digital Marketing and Media Innovation at the Universität der Bundeswehr München and Associate Researcher at the Otto-Friedrich-Universität Bamberg. He is the author of highly cited academic papers in the field of Augmented Reality and Metaverse. Philipp has extensive teaching experience in XR and Metaverse at universities worldwide and frequently collaborates with companies and policy makers in these fields. Blog: www.philipprauschnabel.com

**Preeti Tak** is working as Assistant Professor, Department of Marketing at Indian Institute of Foreign Trade, New Delhi and is the Program Director of Doctoral Program at IIFT, New Delhi. She has completed her Ph.D. in marketing. She has more than eleven years of academic experience. She remains involved in supporting and advising enterprises in the domain on branding and consumer research. Her research interests are consumer psychology in the virtual world, luxury marketing and branding. Her teaching interests are Marketing Management, consumer behaviour and brand management.

**Alexandra Taylor** is a research student studying with the Business and Law faculty at Manchester Metropolitan University. Her research is focused towards the Metaverse, XR technologies, and their impact on psychological and mental wellbeing.

**M. Claudia tom Dieck** is a research fellow at the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University. She is the Program Chair of the annual International Augmented and Virtual Reality Conference. Her research interests include immersive technologies in the creative industries. She has published in journals such as *Journal of Travel Research*, *Tourism Management*, *Information & Management*, and *Journal of Business Research*.

**Giampaolo Viglia** is Professor of Marketing at the University of Portsmouth, UK. He is also the Editor-In-Chief of *Psychology & Marketing* and an Associate Editor of *Annals of Tourism Research*. He is interested in experimental research in the areas of consumer decision-making, pricing, and digital marketing. His approach is interdisciplinary, drawing on economics, management, tourism, and psychology. His work has appeared in top journals like *Journal of the Academy of Marketing Science* *Journal of Retailing*, *International Journal of Research in Marketing*, *Tourism Management* *Journal of Product Innovation Management* *Journal of Travel Research* and the *Journal of Service Research*.

**Yichuan Wang** is an Associate Professor of Digital Marketing at Sheffield University Management School. He is a multi-disciplinary researcher, working mostly across marketing, information systems and healthcare. He is the author or co-author of over 100 publications, attracting in excess of 7,500 citations. His research has appeared in the leading journals including British Journal of Management, Social Science & Medicine, International Journal of Operations & Production Management.

**Meiyi Yan** is a film producer, she has worked on more than ten films, including Different Fireworks, which was shown at the 70th Cannes Film Festival. Meiyi Yan graduated from the Digital Humanities Institute at the University of Sheffield. Current research focuses on new media, artificial Intelligence, and digital culture.
## Authors and Affiliations

Yogesh K. Dwivedi<fnref n="1" />,<fnref n="2" />,✉ · Nir Kshetri<fnref n="3" /> · Laurie Hughes<fnref n="1" /> · Nripendra P. Rana<fnref n="4" /> · Abdullah M. Baabdullah⁵ ·

Arpan Kumar Kar⁶,⁷ · Alex Koohang⁸ · Samuel Ribeiro-Navarrete⁹,¹⁰ · Nina Belei¹¹ · Janarthanan Balakrishnan¹² ·

Sriparna Basu¹³ · Abhishek Behl¹⁴ · Gareth H. Davies¹⁵ · Vincent Dutot¹⁶ · Rohita Dwivedi¹⁷ · Leighton Evans¹⁸ ·

Reto Felix¹⁹ · Richard Foster-Fletcher²⁰ · Mihalis Giannakis²¹✉ · Ashish Gupta²² · Chris Hinsch²³ · Animesh Jain²⁴ ·

Nina Jane Patel²⁵ · Timothy Jung²⁶,²⁷ · Satinder Juneja²⁸ · Qeis Kamran²⁹,³⁰✉ · Sanjar Mohamed AB³¹ ·

Neeraj Pandey³² · Savvas Papagiannidis³³ · Ramakrishnan Raman³⁴ · Philipp A. Rauschnabel³⁵ · Preeti Tak²² ·

Alexandra Taylor³⁶ · M. Claudia tom Dieck³⁶ · Giampaolo Viglia³⁷,³⁸ · Yichuan Wang³⁹ · Meiyi Yan⁴⁰

<figure><img src="image_31.png" /></figure>

Yogesh K. Dwivedi
y.k.dwivedi@swansea.ac.uk

Nir Kshetri
nbkshetr@uncg.edu

Laurie Hughes
D.L.Hughes@swansea.ac.uk

Nripendra P. Rana
nrananp@gmail.com

Abdullah M. Baabdullah
baabdullah@kau.edu.sa

Arpan Kumar Kar
arpan_kar@yahoo.co.in

Alex Koohang
alex.koohang@mga.edu

Samuel Ribeiro-Navarrete
samuelribeironavarrete@gmail.com

Nina Belei
nina.belei@ru.nl

Janarthanan Balakrishnan
jana@nitt.edu

Sriparna Basu
sriparna@fsm.ac.in

Abhishek Behl
abhishekbehl27@gmail.com

Gareth H. Davies
G.H.Davies@Swansea.ac.uk

Vincent Dutot
vdutot@em-normandie.fr

Rohita Dwivedi
rohita.dwivedi@welingkar.org

Leighton Evans
L.Evans@Swansea.ac.uk

Reto Felix
reto.felix@utrgv.edu

Richard Foster-Fletcher
richard@fosterfletcher.com

Mihalis Giannakis
mgiannakis@audencia.com

Ashish Gupta
ashishgupta@iift.edu

Chris Hinsch
hinschc@gvsu.edu

Animesh Jain
animesh@mkai.org

Nina Jane Patel
nina.patel@kabuni.com; n.j.patel@pgr.reading.ac.uk

Timothy Jung
t.jung@mmu.ac.uk

Satinder Juneja
satinder11@gmail.com

Qeis Kamran
qeis.kamran@ism.de

Sanjar Mohamed AB
sanjar@eikonikos.io

Neeraj Pandey
npandey@nitie.ac.in

Savvas Papagiannidis
savvas.papagiannidis@ncl.ac.uk

Ramakrishnan Raman
director@sibmpune.edu.in

Philipp A. Rauschnabel
Philipp.rauschnabel@gmail.com

Preeti Tak
preetitak@iift.edu

Alexandra Taylor
Alexandra.taylor5@stu.mmu.ac.uk

M. Claudia tom Dieck
c.tom-dieck@mmu.ac.uk

Giampaolo Viglia
giampaolo.viglia@port.ac.uk

Yichuan Wang
yichuan.wang@sheffield.ac.uk

Meiyi Yan
Xiaomiaom6@gmail.com

<footnote n="1">¹ Digital Futures for Sustainable Business & Society Research Group, School of Management, Swansea University, Bay Campus, Fabian Bay, Swansea, Wales, UK</footnote>

<footnote n="2">² Department of Management, Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University), Pune, Maharashtra, India</footnote>

<footnote n="3">³ Bryan School of Business and Economics, University of North Carolina at Greensboro, Greensboro, NC, USA</footnote>

<footnote n="4">⁴ Department of Management and Marketing, College of Business and Economics, Qatar University, Doha, Qatar</footnote>
## Authors and Affiliations

Yogesh K. Dwivedi<fnref n="1" />,<fnref n="2" />,✉ · Nir Kshetri<fnref n="3" /> · Laurie Hughes<fnref n="1" /> · Nripendra P. Rana<fnref n="4" /> · Abdullah M. Baabdullah⁵ ·

Arpan Kumar Kar⁶,⁷ · Alex Koohang⁸ · Samuel Ribeiro-Navarrete⁹,¹⁰ · Nina Belei¹¹ · Janarthanan Balakrishnan¹² ·

Sriparna Basu¹³ · Abhishek Behl¹⁴ · Gareth H. Davies¹⁵ · Vincent Dutot¹⁶ · Rohita Dwivedi¹⁷ · Leighton Evans¹⁸ ·

Reto Felix¹⁹ · Richard Foster-Fletcher²⁰ · Mihalis Giannakis²¹,✉ · Ashish Gupta²² · Chris Hinsch²³ · Animesh Jain²⁴ ·

Nina Jane Patel²⁵ · Timothy Jung²⁶,²⁷ · Satinder Juneja²⁸ · Qeis Kamran²⁹,³⁰,✉ · Sanjar Mohamed AB³¹ ·

Neeraj Pandey³² · Savvas Papagiannidis³³ · Ramakrishnan Raman³⁴ · Philipp A. Rauschnabel³⁵ · Preeti Tak²² ·

Alexandra Taylor³⁶ · M. Claudia tom Dieck³⁶ · Giampaolo Viglia³⁷,³⁸ · Yichuan Wang³⁹ · Meiyi Yan⁴⁰

<figure><img src="image_30.png" /></figure>

Yogesh K. Dwivedi
y.k.dwivedi@swansea.ac.uk

Nir Kshetri
nbkshetr@uncg.edu

Laurie Hughes
D.L.Hughes@swansea.ac.uk

Nripendra P. Rana
nrananp@gmail.com

Abdullah M. Baabdullah
baabdullah@kau.edu.sa

Arpan Kumar Kar
arpan_kar@yahoo.co.in

Alex Koohang
alex.koohang@mga.edu

Samuel Ribeiro-Navarrete
samuelribeironavarrete@gmail.com

Nina Belei
nina.belei@ru.nl

Janarthanan Balakrishnan
jana@nitt.edu

Sriparna Basu
sriparna@fsm.ac.in

Abhishek Behl
abhishekbehl27@gmail.com

Gareth H. Davies
G.H.Davies@Swansea.ac.uk

Vincent Dutot
vdutot@em-normandie.fr

Rohita Dwivedi
rohita.dwivedi@welingkar.org

Leighton Evans
L.Evans@Swansea.ac.uk

Reto Felix
reto.felix@utrgv.edu

Richard Foster-Fletcher
richard@fosterfletcher.com

Mihalis Giannakis
mgiannakis@audencia.com

Ashish Gupta
ashishgupta@iift.edu

Chris Hinsch
hinschc@gvsu.edu

Animesh Jain
animesh@mkai.org

Nina Jane Patel
nina.patel@kabuni.com; n.j.patel@pgr.reading.ac.uk

Timothy Jung
t.jung@mmu.ac.uk

Satinder Juneja
satinder11@gmail.com

Qeis Kamran
qeis.kamran@ism.de

Sanjar Mohamed AB
sanjar@eikonikos.io

Neeraj Pandey
npandey@nitie.ac.in

Savvas Papagiannidis
savvas.papagiannidis@ncl.ac.uk

Ramakrishnan Raman
director@sibmpune.edu.in

Philipp A. Rauschnabel
Philipp.rauschnabel@gmail.com

Preeti Tak
preetitak@iift.edu

Alexandra Taylor
Alexandra.taylor5@stu.mmu.ac.uk

M. Claudia tom Dieck
c.tom-dieck@mmu.ac.uk

Giampaolo Viglia
giampaolo.viglia@port.ac.uk

Yichuan Wang
yichuan.wang@sheffield.ac.uk

Meiyi Yan
Xiaomiaom6@gmail.com

<footnote n="1">¹ Digital Futures for Sustainable Business & Society Research Group, School of Management, Swansea University, Bay Campus, Fabian Bay, Swansea, Wales, UK</footnote>

<footnote n="2">² Department of Management, Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University), Pune, Maharashtra, India</footnote>

<footnote n="3">³ Bryan School of Business and Economics, University of North Carolina at Greensboro, Greensboro, NC, USA</footnote>

<footnote n="4">⁴ Department of Management and Marketing, College of Business and Economics, Qatar University, Doha, Qatar</footnote>
⁵ Department of Management Information Systems, Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia

⁶ School of Artificial Intelligence, Indian Institute of Technology Delhi, Hauz Khas, New Delhi, India

⁷ Department of Management Studies, Indian Institute of Technology Delhi, Hauz Khas, New Delhi, India

⁸ School of Computing, Middle Georgia State University, Macon, GA, USA

⁹ ESIC University, Madrid, Spain

¹⁰ University of Economics and Human Sciences, Warsaw, Poland

¹¹ Institute for Management Research, Radboud University Nijmegen, Nijmegen, The Netherlands

¹² Department of Management Studies, National Institute of Technology, Tiruchirappalli, India

¹³ FORE School of Management, New Delhi, India

¹⁴ Management Development Institute, Gurgaon, India

¹⁵ School of Management, Swansea University, Swansea, UK

¹⁶ EM Normandie Business School, Métis Lab, 30-32 Rue Henri Barbusse, 92110 Clichy, France

¹⁷ Prin. L. N. Welingkar Insititute of Management Development and Research, Mumbai, India

¹⁸ Department of Media and Communication, Swansea University, Swansea, UK

¹⁹ Robert C. Vackar College of Business & Entrepreneurship, University of Texas Rio Grande Valley, 1201 W University Dr, Edinburg, TX 78539, USA

²⁰ Morality and Knowledge in Artificial Intelligence (MKAI), Milton Keynes, UK

²¹ Audencia Nantes Business School, 8 Route de La Jonelière, B.P. 31222, 44312 Nantes, Cedex 3, France

²² Marketing Area, Indian Institute of Foreign Trade (IIFT), New Delhi, India

²³ Seidman College of Business, Grand Valley State University, 1 Campus Dr, Allendale, USA

²⁴ Government Relations & Policy at MKAI, New Delhi, India

²⁵ Kabuni and University of Reading, Reading, UK

²⁶ Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK

²⁷ School of Management, Kyung Hee University, Seoul, South Korea

²⁸ Birlasoft Limited, Marketing Area, Indian Institute of Foreign Trade (IIFT), New Delhi, India

²⁹ Department of International Management, Dortmund, Germany

³⁰ Department of Engineering Technology, University of Twente, Enschede, Netherlands

³¹ Eikonikos, Dubai, United Arab Emirates

³² Marketing Area, National Institute of Industrial Engineering, Mumbai, India

³³ Newcastle University Business School, Newcastle Upon Tyne, UK

³⁴ Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University), Pune, India

³⁵ Digital Marketing and Media Innovation, College of Business, Universität Der Bundeswehr München, Werner-Heisenberg-Weg 39, 85577 Neubiberg, Germany

³⁶ Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK

³⁷ School of Strategy, Marketing and Innovation, University of Portsmouth, Portland Street, Portsmouth PO13DE, UK

³⁸ Department of Economics and Political Science, University of Aosta Valley, Aosta, Italy

³⁹ Sheffield University Management School, The University of Sheffield, Sheffield, UK

⁴⁰ Film Producer of Jindian Warner Pictures Beijing Co. LTD, Beijing, China
⁵ Department of Management Information Systems, Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia

⁶ School of Artificial Intelligence, Indian Institute of Technology Delhi, Hauz Khas, New Delhi, India

⁷ Department of Management Studies, Indian Institute of Technology Delhi, Hauz Khas, New Delhi, India

⁸ School of Computing, Middle Georgia State University, Macon, GA, USA

⁹ ESIC University, Madrid, Spain

¹⁰ University of Economics and Human Sciences, Warsaw, Poland

¹¹ Institute for Management Research, Radboud University Nijmegen, Nijmegen, The Netherlands

¹² Department of Management Studies, National Institute of Technology, Tiruchirappalli, India

¹³ FORE School of Management, New Delhi, India

¹⁴ Management Development Institute, Gurgaon, India

¹⁵ School of Management, Swansea University, Swansea, UK

¹⁶ EM Normandie Business School, Métis Lab, 30-32 Rue Henri Barbusse, 92110 Clichy, France

¹⁷ Prin. L. N. Welingkar Insititute of Management Development and Research, Mumbai, India

¹⁸ Department of Media and Communication, Swansea University, Swansea, UK

¹⁹ Robert C. Vackar College of Business & Entrepreneurship, University of Texas Rio Grande Valley, 1201 W University Dr, Edinburg, TX 78539, USA

²⁰ Morality and Knowledge in Artificial Intelligence (MKAI), Milton Keynes, UK

²¹ Audencia Nantes Business School, 8 Route de La Jonelière, B.P. 31222, 44312 Nantes, Cedex 3, France

²² Marketing Area, Indian Institute of Foreign Trade (IIFT), New Delhi, India

²³ Seidman College of Business, Grand Valley State University, 1 Campus Dr, Allendale, USA

²⁴ Government Relations & Policy at MKAI, New Delhi, India

²⁵ Kabuni and University of Reading, Reading, UK

²⁶ Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK

²⁷ School of Management, Kyung Hee University, Seoul, South Korea

²⁸ Birlasoft Limited, Marketing Area, Indian Institute of Foreign Trade (IIFT), New Delhi, India

²⁹ Department of International Management, Dortmund, Germany

³⁰ Department of Engineering Technology, University of Twente, Enschede, Netherlands

³¹ Eikonikos, Dubai, United Arab Emirates

³² Marketing Area, National Institute of Industrial Engineering, Mumbai, India

³³ Newcastle University Business School, Newcastle Upon Tyne, UK

³⁴ Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University), Pune, India

³⁵ Digital Marketing and Media Innovation, College of Business, Universität Der Bundeswehr München, Werner-Heisenberg-Weg 39, 85577 Neubiberg, Germany

³⁶ Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK

³⁷ School of Strategy, Marketing and Innovation, University of Portsmouth, Portland Street, Portsmouth PO13DE, UK

³⁸ Department of Economics and Political Science, University of Aosta Valley, Aosta, Italy

³⁹ Sheffield University Management School, The University of Sheffield, Sheffield, UK

⁴⁰ Film Producer of Jindian Warner Pictures Beijing Co. LTD, Beijing, China