Defining the Metaverse with challenges and opportunities in the business environment

ABSTRACTThis 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. A definition of the Metaverse, including opportunities and challenges for the business environment, is provided. Furthermore, 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. Disclosure statementNo potential conflict of interest was reported by the author(s).