Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy

May combine two claims.

The simulated experience has been shown to relate to engagement, enjoyment, and satisfaction, and in turn purchase intention.

“The simulated experience has been shown to relate to engagement, enjoyment, and satisfaction, and in turn purchase intention (Papagiannidis et al., 2013(Papagiannidis et al., , 2014)).”

• cites Papagiannidis et al., 2013Not checked yet

  Not checked in the free run.

• cites Papagiannidis et al., 2014Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

US-based Yuga Labs raised a reported $320 m from the sale of 55,000 virtual plots of land within the other side metaverse, crashing the Ethereum network in the process.

“US-based Yuga Labs, the creator of the Bored Ape franchise has recently raised a reported $320 m from the sale of 55,000 virtual plots of land within the other side metaverse, crashing the Ethereum network in the process (Nasdaq.com, 2022).”

• cites Nasdaq.com, 2022Not checked yet

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Classified as probably not a substantial claim.

The literature seems to have generally offered an implications-based perspective on many aspects of the metaverse where studies have analysed the transformational impact from institutional and societal viewpoints, highlighting both challenges and undesirable impacts on users.

“The literature seems to have generally offered an implicationsbased perspective on many aspects of the metaverse where studies have analysed the transformational impact from institutional and societal viewpoints, highlighting both challenges and undesirable impacts on users (Fernandez & Hui, 2022;Lee & L.-H, 2021;Robertson, 2022).”

• cites Fernandez & Hui, 2022Not checked yet

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• cites Lee & L.-H, 2021Not checked yet

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• cites Robertson, 2022Not checked yet

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Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing). May combine two claims.

For individuals that choose to interact with the metaverse in the future, the seamless nature of the transition between physical and virtual and the multimodal enhancement of our experiences and interactions opens an endless scope of possibilities, many of which perhaps beyond our current comprehension.

“For individuals that choose to interact with the metaverse in the future, the seamless nature of the transition between physical and virtual and the multimodal enhancement of our experiences and interactions, opens an endless scope of possibilities, many of which perhaps beyond our current comprehension (Dick, 2021;Mystakidis, 2022).”

• cites Dick, 2021Not checked yet

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• cites Mystakidis, 2022 sourceNot checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

The metaverse can help to solve discrimination and social inequalities.

“The metaverse can help to solve discrimination and social inequalities (e.g., country, appearance, gender, and skin colour).”

• AssumptionRests on an assumption: In the metaverse, infinite item production and resources are possible.

Probably not a substantial claim: may not pass S3 (load-bearing).

The metaverse has been described as a new iteration of the internet that utilises VR headsets, blockchain technology and avatars within a new integration of the physical and virtual worlds.

“The metaverse has been described as a new iteration of the internet that utilises VR headsets, blockchain technology and avatars within a new integration of the physical and virtual worlds (Lee et al., 2021a;The Verge, 2021).”

• cites Lee et al., 2021aNot checked yet

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• cites The Verge, 2021Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

A recent report published by Statista in 2021 highlighted the key dangers of the metaverse and listed addiction to simulated reality, privacy and mental health issues as the key concerns amongst internet users worldwide.

“A recent report published by Statista in 2021 highlighted the key dangers of the metaverse and listed: addiction to simulated reality, privacy and mental health issues, as the key concerns amongst internet users worldwide (Statista,202)).”

• cites Statista, 2021Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

Roblox and Fortnite have been described as precursors to the metaverse.

“Other 3D interactive platforms such as Roblox and Fortnite have also be described as precursors to the metaverse, where the functionality allows users to create avatars and interact with other gamers within their own virtual universe (Damar, 2021).”

• cites Damar, 2021Not checked yet

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May combine two claims.

Episodic memory, intrinsic motivation, and theory of mind are important features for immersive conversations with NPCs.

“More specifically, episodic memory, intrinsic motivation, and theory of mind are important features (Park & Kim, 2022a).”

• cites Park & Kim, 2022aNot checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

The new metaverse concept as outlined by Mark Zuckerberg describes an integrated immersive ecosystem where the barriers between the virtual and real worlds are seamless to users, allowing the use of avatars and holograms to work, interact and socialise via simulated shared experiences.

“The new metaverse concept as outlined by Mark Zuckerberg, describes an integrated immersive ecosystem where the barriers between the virtual and real worlds are seamless to users, allowing the use of avatars and holograms to work, interact and socialise via simulated shared experiences (Meta 2022).”

• cites Meta 2022Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

Second Life has been described as an antecedent of the metaverse.

“Linden Lab's multimedia platform -Second Life -that was launched in 2003, allows users to create and control avatars and socially interact within a virtual world, has been described as an antecedent of the metaverse (Gent, 2022;Ludlow & Wallace, 2007).”

• cites Gent, 2022Not checked yet

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• cites Ludlow & Wallace, 2007Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

The launch of Horizon Worlds in 2021 by Meta Platforms and the vision of how the metaverse could potentially shape many aspects of how we work and socialise has engendered an increasing level of questioning and debate from academics and practitioners on the numerous societal implications for many people worldwide.

“The launch of Horizon Worlds in 2021 by Meta Platforms and the vision of how the metaverse could potentially shape many aspects of how we work and socialise, has engendered an increasing level of questioning and debate from academics and practitioners on the numerous societal implications for many people worldwide (Fernandez & Hui, 2022).”

• cites Fernandez & Hui, 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

Because the metaverse is based on virtual goods, there is high asset volatility.

“However, because the metaverse is based on virtual goods, there is high asset volatility.”

• AssumptionRests on an assumption: The metaverse is based on virtual goods.

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

The recent announcement that Italy's top soccer division will be screening AC Milan vs Fiorentina within the Nemesis metaverse, allowing fans to interact within the Serie A virtual room, highlights the emerging adoption and transformative potential of metaverse technologies.

“The recent announcement that Italy's top soccer division will be screening AC Milan vs Fiorentina within the Nemesis metaverse, allowing fans to interact within the Serie A virtual room (Reuters, 2022), highlights the emerging adoption and transformative potential of metaverse technologies.”

• cites Reuters, 2022Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Researchers for The Centre for Countering Digital Hate (CCDH) recently posed as minors, spending hours on Oculus and VR Chat within Meta Platforms metaverse finding that users were exposed to abusive behaviour every seven minutes, including instances of bullying, presentation of graphical sexual content, racism, threats of violence and grooming of minors.

“Researchers for The Centre for Countering Digital Hate (CCDH) recently posed as minors, spending hours on Oculus and VR Chat within Meta Platforms metaverse finding that users were:”

• cites CCDH, 2022Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

Prior research has suggested that criminals target sources of value.

“Prior research has suggested that criminals target sources of value (Kshetri, 2005).”

• cites Kshetri, 2005 sourceNot checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

The metaverse reduces competition and promotes common interests.

“Unlike opportunity cost in the real world, the metaverse reduces competition and promotes common interests.”

• AssumptionRests on an assumption: In the metaverse, infinite item production and resources are possible.

Probably not a substantial claim: may not pass S3 (load-bearing).

People have multiple personas and express themselves in various ways depending on the group or situation.

“People have multiple personas and express themselves in various ways depending on the group or situation (Park & Kim, 2022a).”

• cites Park & Kim, 2022aNot checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

Human behaviour such as cybercrime is driven by different forms of intrinsic and extrinsic motivations.

“Broadly speaking, human behaviour such as cybercrime is driven by different forms of intrinsic and extrinsic motivations (Lindenberg, 2001).”

• cites Lindenberg, 2001Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

The problem of distribution of responsibility and liability between platform operators and users is becoming ever more challenging for social and ecommerce platforms.

“Generally, the problem of distribution of responsibility and liability between platform operators and users is becoming ever more challenging for social and ecommerce platforms.”

Probably not a substantial claim: may not pass S3 (load-bearing).

New sensors in the device will allow the user's virtual avatar to maintain eye contact and reflect facial expressions.

“New sensors in the device will allow the user's virtual avatar to maintain eye contact and reflect facial expressions (Bonifacic, 2021).”

• cites Bonifacic, 2021Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

The metaverse can stimulate individuals and create a new digital society which can have far-reaching structural impacts on our current society.

“The metaverse can stimulate individuals and create a new digital society which can have far-reaching structural impacts on our current society (Fernandez & Hui, 2022).”

• cites Fernandez & Hui, 2022Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

In an immersive virtual setting, it could be possible to manipulate users and cause them physical harm.

“In an immersive virtual setting, it could be possible to manipulate users and cause them physical harm (Alspach, 2022).”

• cites Alspach, 2022Not checked yet

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May combine two claims.

The measurement can help target users with ads and influence them to buy product.

“The measurement can help target users with ads and influence them to buy product.”

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

Virtual reality and augmented reality have the potential to change the economy and society more than the internet once did.

“Virtual reality and augmented reality have the potential to change the economy and society more than the internet once did.”

May combine two claims.

Meta can give this information to advertisers, which can help the latter measure users' attention more accurately.

“Meta can give this information to advertisers, which can help the latter measure users' attention more accurately.”

Probably not a substantial claim: may not pass S4 (based). May combine two claims.

Such challenges arise due to the newness and complexity of the metaverse and the multisensory environment, which can lead to more adverse impacts on users and victims in case of privacy violations and security breaches.

“Such challenges arise due to the newness and complexity of the metaverse and the multisensory environment, which can lead to more adverse impacts on users and victims in case of privacy violations and security breaches.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Chinese hackers have fought cyberwars with Taiwanese, Indonesian, Japanese, and US hackers.

“For instance, Chinese hackers have fought cyberwars with Taiwanese, Indonesian, Japanese, and US hackers (Kshetri, 2021) and with the possibility of the emergence of western and Chinese metaverses (Day, 2022), an intriguing avenue for future research is to examine the effect of the metaverse on such wars.”

• cites Kshetri, 2021Not checked yet

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May combine two claims.

Persistence of virtual surroundings is an essential prerequisite for the recognition of virtual property concept in US-law, even if this is less the case in Roman-Germanic law systems.

“Persistence of virtual surroundings is an essential prerequisite for the recognition of virtual property concept in US-law (Erlank, 2015(Erlank, , p. 2528)), even if this is less the case in Roman-Germanic law systems (Erlank, 2012, p. 218).”

• cites Erlank, 2015Not checked yet

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• cites Erlank, 2012Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

An important aspect of cyberwarfare is that some ideological hackers that are intrinsically motivated and driven by obligation to the community and their nations may engage in cyber wars against nations that are viewed as adversaries.

“As suggested by prior research, an important aspect of cyberwarfare is that some ideological hackers that are intrinsically motivated and driven by obligation to the community and their nations may engage in cyber wars against nations that are viewed as adversaries (Kshetri, 2005).”

• cites Kshetri, 2005 sourceNot checked yet

  Not checked in the free run.

May combine two claims.

Companies thus have more incentives to collect user data and share such data with third parties which can be used for profiling to deliver customized advertising.

“Companies thus have more incentives to collect user data and share such data with third parties which can be used for profiling to deliver customized advertising.”

• AssumptionRests on an assumption: VR headsets can collect more and richer data about users compared to traditional screens.

May combine two claims.

Since the metaverse is boundaryless and thus is not divided into individual countries, it is not clear how the GDPR's clauses dealing with transfer and processing of data outside the EU can be applied.

“For instance, since the metaverse is boundaryless and thus is not divided into individual countries, it is not clear how the GDPR's clauses dealing with transfer and processing of data outside the EU can be applied.”

May combine two claims.

VR headsets and AR headset can be hacked, which may lead to physical harms to victims.

“For instance, VR headsets, which are a gateway to user data, and AR headset can be hacked (Creamer Media Engineering News, 2022), which may lead to physical harms to victims.”

• cites Creamer Media Engineering News, 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing).

Intrinsic motivation is linked with interest and enjoyment from some activities.

“Intrinsic motivation is linked with interest and enjoyment from some activities (Deci & Ryan, 1985).”

• cites Deci & Ryan, 1985Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

An insecure design that lacks such systems and needed security to defend against specific attacks cannot be fixed just by implementing the systems perfectly.

“A key concern is that an insecure design that lacks such systems and needed security to defend against specific attacks, cannot be fixed just by implementing the systems perfectly (OWASP, 2021a).”

• cites OWASP, 2021aNot checked yet

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Classified as probably not a substantial claim. May combine two claims.

Augmented reality and virtual reality have a similar potential as artificial intelligence to disrupt legal categories as the legal distinction of tangible and virtual objects and concept of personality may change.

“Augmented reality and virtual reality have a similar potential as artificial intelligence to disrupt legal categories as the legal distinction of tangible and virtual objects and concept of personality may change.”

Probably not a substantial claim: may not pass S1 (asserted), S3 (load-bearing).

The metaverse can provide a US$1 trillion annual revenue opportunity in the near future.

“Likewise, a study of digital currency investing services company Grayscale Investments noted that the metaverse can provide a US$1 trillion annual revenue opportunity in the near future (Robertson, 2021).”

• cites Robertson, 2021Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

The ubiquity of the virtual platform makes it difficult, if not impossible, for national legal systems to control and sanction effectively forbidden behaviour in virtual social surroundings.

“An interesting general aspect in this context is the ubiquity of the virtual platform which makes it difficult, if not impossible, for national legal systems to control and sanction effectively forbidden behaviour in virtual social surroundings (Koos, 2022, pp. 43-44).”

• cites Koos, 2022, pp. 43-44Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Meta announced that it was working on a high-end VR headset Project Cambria, which will have capabilities that are not possible with headsets currently being used.

“To take an example, Meta (Facebook) announced that it was working on a high-end VR headset Project Cambria, which will have capabilities that are not possible with headsets currently being used.”

• cites Bonifacic, 2021Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

The underlying technologies of the metaverse can provide unique and innovative ways for adversaries to launch new types of cyberattacks such as hacking of VR and AR headsets that are of less concern in the current Internet.

“The underlying technologies of the metaverse can provide unique and innovative ways for adversaries to launch new types of cyberattacks such as hacking of VR and AR headsets that are of less concern in the current Internet.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Extrinsically motivated cybercriminals are more likely to target networks of companies with higher digitization of values, which provide higher potential financial incentives.

“Extrinsically motivated cybercriminals are more likely to target networks of companies with higher digitization of values, which provide higher potential financial incentives.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Over US$10 billion in venture capital funding went to the metaverse in first ten months of 2021.

“Over US$10 billion in venture capital funding went to the metaverse in first ten months of 2021 (Kunthara, 2021).”

• cites Kunthara, 2021Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

Economic theory suggests that external rewards, such as financial incentives drive human behaviour.

“Regarding extrinsic motivations, economic theory suggests that external rewards, such as financial incentives drive human behaviour (Frey, 1997).”

• cites Frey, 1997Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

The market size of the metaverse was US$48 billion in 2020, predicted to reach US$829 billion in 2028.

“According to Market research and consulting company Emergen Research, the market size of the metaverse was US$48 billion in 2020, which is predicted to reach US$829 billion in 2028 (Emergen Research, 2021).”

• cites Emergen Research, 2021Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing).

Custom protocols are often used for accounts in crypto-exchanges, which are often based on a non-blockchain system.

“Custom protocols are often used for accounts in crypto-exchanges, which are often based on a non-blockchain system (Novikov, 2018).”

• cites Novikov, 2018Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

Meta has stated that the company currently does not share eye-tracking data with advertisers.

“Meta has stated that the company currently does not share eye-tracking data with advertisers.”

• cites Hunter, 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing).

Embedded systems security can help protect IoT, VR, AR, and other metaverse technologies from malicious behaviours.

“Embedded systems security can help protect the Internet of things (IoT), virtual reality (VR), augmented reality (AR), and other metaverse technologies from malicious behaviours (Madou, 2022).”

• cites Madou, 2022Not checked yet

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Probably not a substantial claim: may not pass S3 (load-bearing).

Insecure design was identified as a new category for 2021 in the OWASP Top 10.

“In the Open Web Application Security Project (OWASP) Top 10, which is a standard awareness document for developers and web application security representing a broad consensus about the most critical security risks to web applications (OWASP, 2021b), insecure design was identified as a new category for 2021.”

• cites OWASP, 2021bNot checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

This could generate conflicts amongst parents and develop anxiety within the familiar environment.

“This could generate conflicts amongst parents and develop anxiety within the familiar environment.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Improved performance of avatar movement and environment rendering enables users to better self-express, build social identities, and develop online communities, resulting in enhanced user engagement.

“For example, the improved performance of avatar movement and environment rendering enables users to better self-express themselves, build social identities, and even develop online communities together with other users in the metaverse, resulting in an enhanced user engagement in the metaverse.”

May combine two claims.

Investing in a presence within a virtual world allows Nike to interact with potential and current customers, engage consumers through providing virtual shoes, apparel, and accessories, and build brand equity using gamified events.

“Investing in a presence within a virtual world allows Nike to interact with potential and current customers, engage consumers through providing virtual shoes, apparel, and accessories, and build brand equity using gamified events (Hollensen et al., 2022).”

• cites Hollensen et al., 2022Not checked yet

  Not checked in the free run.

May combine two claims.

Recent announcements of metaverse projects, such as Facebook's name change to Meta, remain ambiguous regarding the specific roles of AR vs. VR and sometimes ignore their core differences.

“However, recent announcements of metaverse projects, such as Facebook's name change to Meta, remain ambiguous regarding the specific roles of AR vs. VR, and they sometimes seem to ignore their core differences and confound the capabilities and goals of these technologies (Kraus et al., 2022).”

• cites Kraus et al., 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing).

The metaverse affords immersive co-experiences where people embody interactions that break the blurring lines between real and virtual reality.

“Different from traditional online interactive environments, the metaverse affords immersive co-experiences where people embody interactions that break the blurring lines between real and virtual reality.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The metaverse is likely to create generational conflicts within families.

“The metaverse is likely to create generational conflicts within families.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The combination of technological and social drivers has resulted in a massive wave of interest in the metaverse from governments, companies, and individuals.

“The combination of technological and social drivers has resulted in a massive wave of interest in the metaverse from governments, companies, and individuals.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

Firms can link brands in both locations, with the opportunity to create synergies between virtual and real worlds.

“Firms can link brands in both locations, with the opportunity to create synergies between virtual and real worlds.”

Probably not a substantial claim: may not pass S4 (based).

The metaverse has the potential to improve access to and experience of services in sectors such as education, healthcare, and culture.

“The metaverse has the potential of improving the access and experience of several services in sectors such as education, healthcare, and culture.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Metaverse users can extend their physical life experiences and present themselves in embodied avatars to engage in community meetings, concerts, parties, art showings, sports events, sightseeing, and travel.

“Specifically, metaverse users can extend their physical life experiences and present themselves in embodied avatars to engage in community meetings, concerts, parties, art showings, sports events, sightseeing, and travel.”

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based). May combine two claims.

The development of the metaverse is a natural extension of the platform economy and has the potential for even more life-changing consequences.

“The development of the metaverse can only be seen as a natural extension of the platform economy with the potential for even more life changing consequences.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

If we start preferring a virtual life, our real and less idealized life might appear miserable, negatively affecting our self-esteem and confidence.

“However, if we start preferring a virtual life, our real and less idealized life might appear miserable, negatively affecting our self-esteem and confidence.”

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

Marketers will find a plethora of opportunities to engage and connect with customers and other stakeholders in a metaverse through XR.

“Marketers will find a plethora of opportunities to engage and connect with customers and other stakeholders in a metaverse through XR.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

In virtual reality, the deviation from reality can be even more profound than in social media.

“In Virtual Reality, the deviation from the reality can be even more profound.”

May combine two claims.

In the metaverse, one can create better-looking, idealized avatars, forgetting the struggles of daily lives.

“In the metaverse one can come up with better-looking, idealized avatars, forgetting the struggles of daily lives.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

Creating experiences in the metaverse that stimulate all senses would require brain-computer interfaces that do not currently exist.

“This would require brain-computer interfaces that does not exist at present.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Users in a holistic VR environment may not even perceive that they are in an artificial environment.

“Hence, users in a holistic VR environment may not even perceive that they are in an artificial environment.”

Probably not a substantial claim: may not pass S4 (based).

With advances in AR and VR, heightened sensory experience in the metaverse may make sexual harassment in the digital world feel real.

“With the advance in AR and VR technologies, the heightened sensory experience in the metaverse however may make sexual harassment in the digital world feel real.”

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

The metaverse is likely to become reality because its development is very difficult to stop.

“The metaverse is likely to be reality as the development of it is very difficult to stop.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Organizations that are the most important stakeholders in the metaverse transformation are able to embrace the metaverse to create new business opportunities and be financially profitable.

“Let us not forget that the organisations that are the most important stakeholders in this transformation, are able to embrace the concept of the metaverse to create new businesses opportunities and be financially profitable (Chayka, 2021).”

• cites Chayka, 2021Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

Initial forays into repositioning might be more easily accomplished in a metaverse when compared to the real-world.

“Furthermore, initial forays into repositioning might be more easily accomplished in a metaverse when compared to the real-world.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The rapid development and rising adoption of enabling technologies significantly support the vision of the metaverse.

“The rapid development and rising adoption of enabling technologies, such as cloud computing, broadband access, augmented reality, virtual reality, digital currencies, and NFTs, significantly support the vision of the metaverse (JP Morgan 2022).”

• cites JP Morgan 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

Users can be immersed in the metaverse either through AR or through VR, but using both simultaneously is not possible based on logical grounds.

“Furthermore, we posit that users can be immersed in the metaverse either through AR or through VR but using both AR and VR simultaneously is not possible based on logical grounds.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

XR environments such as AR and VR can exist without a metaverse, but any metaverse cannot exist without AR and/or VR.

“Our view of metaverse also implies that XR environments such as AR and VR can exist without a metaverse, but any metaverse cannot exist without AR and/or VR.”

Probably not a substantial claim: may not pass S2 (checkable).

This conception of XR as 'extended reality' is misleading because reality in VR is replaced rather than extended.

“We argue that this conception of XR is misleading since reality in VR is being replaced rather than extended.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Value exchange aims to increase someone's well-being and help them lead a better life.

“Value exchange has as its target to increase someone's well-being and consequently helping someone to lead a better life (Vargo et al., 2008).”

• cites Vargo et al., 2008Not checked yet

  Not checked in the free run.

May combine two claims.

Even biometrical information such as gaze, gait, and heart rate can be measured, showing a user's psyche and revealing all kinds of personal aspects.

“Even biometrical information such as gaze, gait, and heart rate can be measured, showing a user's psyche and revealing all kinds of personal aspects (Renaud, Rouleau, Granger, Barsetti, & Bouchard, 2002).”

• cites Renaud, Rouleau, Granger, Barsetti, & Bouchard, 2002Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

The rapid development of the platform economy is less life-threatening, less noticed, and less discussed than acute events such as climate change, the pandemic, and the war in Ukraine.

“Much less life threatening yet life-changing, and thus less noticed and consequently less discussed, is the rapid development of what can be summarized as the platform economy (Field et al., 2021).”

• cites Field et al., 2021 sourceNot checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

The platform economy provides a governance structure and standards/protocols that facilitate interactions at scale, enabling network effects, and has the potential to change the fundamentals of most markets globally.

“The platform economy provides a governance structure and a set of standards and protocols that facilitate interactions at scale so that network effects can be unleashed and has the potential to change the fundamentals of most markets at a global scale (Hemans, 2020).”

• cites Hemans, 2020Not checked yet

  Not checked in the free run.

May combine two claims.

The technical design of a metaverse world shapes users' psychological and motivational states, which may lead to different levels of user engagement and even deviant behaviours.

“The technical design of a metaverse world shapes users' psychological and motivational states which may lead to different levels of user engagement (Suh et al., (In press)) and even deviant behaviours in the metaverse.”

• cites Suh et al., (In press)Not checked yet

  Not checked in the free run.

May combine two claims.

The governance presents challenges to regulating the behaviour of users but also to regulating the metaverse.

“The governance presents challenges to regulating the behaviour of users but also to regulating the metaverse (Ølnes et al., 2017).”

• cites Ølnes et al., 2017Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing).

We will face the metaverse quite a lot going forward.

“it is undeniable that we will face the metaverse quite a lot going forward.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The world of fashion receives requests for digital outfits for avatars that inhabit various platforms and virtual worlds.

“In particular, the world of fashion receives requests for digital outfits for our avatars that inhabit various platforms and virtual words, be it Instagram, gaming, the metaverse or TikTok.”

• cites Vrbanic, 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing).

Companies are now creating digital products for the metaverse.

“A recent podcast on the metaverse discussed how companies are now creating digital products for the metaverse (Vrbanic, 2022).”

• cites Vrbanic, 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S4 (based).

The connection between the real and virtual world results in major governance questions.

“The connection between the real and virtual world results in major governance questions.”

May combine two claims.

The metaverse encounters governance challenges related to the applicability of the rule of law, national laws, policies, issues of consent and accountability, and private rulemaking.

“The metaverse encounters governance challenges related to the applicability of the rule of law, national laws, policies, issues of consent and accountability, and private rulemaking (de Zwart & Lindsay, 2010).”

• cites de Zwart & Lindsay, 2010Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S2 (checkable).

The combination of technological and social drivers in the metaverse environment implies that IS researchers are well-positioned to articulate and investigate issues emerging from the metaverse.

“Third, the combination of technological and social drivers in the metaverse environment implies that IS researchers are well-positioned to articulate and investigate issues emerging from the phenomenon of the metaverse.”

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based). May combine two claims.

Each of the spaces can both encounter and reproduce various kinds of social inequities from our physical world and may create new problems that are hard to foresee.

“Each of the spaces can both encounter and reproduce various kinds of social inequities from our physical world and may create new problems that are hard to foresee.”

May combine two claims.

Social media has had negative consequences for many users, effects that were difficult to predict at the onset of the social media age.

“We have seen that social media has had negative consequences for many users (D'Arienzo et al., 2019); effects that were difficult to predict at the onset of the social media age.”

• cites D'Arienzo et al., 2019Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing).

It has been estimated that 30% of global economic activity could be mediated by digital platforms by 2025.

“It has been estimated that 30% of global economic activity could be mediated by digital platforms by 2025 (Schenker Jennifer, 2019).”

• cites Schenker Jennifer, 2019Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

Children might interact with harmful virtual touchpoints.

“On the other, children might interact with harmful virtual touchpoints.”

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

Future metaverse designs will accommodate all types of XR, regardless of the type of AR or VR.

“We expect that future metaverse designs will accommodate all types of XR, regardless of the type of AR (from assisted to mixed) or VR (from atomistic to holistic).”

Probably not a substantial claim: may not pass S2 (checkable), S4 (based).

Any meaningful engagement in the metaverse needs to draw on some type of XR environment, such as AR or VR.

“On the other hand, we posit that any meaningful engagement in the metaverse needs to draw on some type of XR environment, such as AR or VR.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The issue with innovations is not the innovation itself but the actual use individuals make of it.

“As for most innovations, the issue is not the innovation per se -which would accelerate good and bad things -but the actual use that individuals makes of such innovation.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Such disruption is often desired in assisted reality, e.g., for a technician to distinguish a real high voltage cable from an overlaid virtual one.

“Such a disruption is in fact often desired in assisted realitye.g., it would be problematic if a technician using assisted reality for training purposes was not able to distinguish a real high voltage cable from an overlaid virtual one.”

May combine two claims.

Traditional virtual objects usually have less value than their physical counterparts, but value for NFTs can reach astonishing numbers due to their unique identifiers.

“Importantly, whereas traditional virtual objects, such as virtual apparel or virtual artwork) usually have less value than their physical counterparts, value for NFTs can reach astonishing numbers due to their unique identifiers (Hofstetter et al., 2022).”

• cites Hofstetter et al., 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

The sovereignty of countries might be affected as the activities of their constituents take place in the metaverse.

“Also the sovereignty of countries might be affected as the activities of their constituents take place in the metaverse.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Metaverse users can move freely from one virtual environment to another.

“They can also move freely from one virtual environment to another (Cheng et al., 2022).”

• cites Cheng et al., 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Artificial intelligence will be churning in the background of a metaverse, generating improvements and constantly learning from the actions of digital doppelgangers and from individual customer interactions.

“Artificial intelligence (AI) will be churning in the background of a metaverse, generating improvements and constantly learning from the actions of digital doppelgangers (Draper, 2020) and from individual customer interactions.”

• cites Draper, 2020 sourceNot checked yet

  Not checked in the free run.

Classified as probably not a substantial claim. May combine two claims.

The view that XR use cases are synonymous with the metaverse concept itself is reductionist and does not capture the essence of a metaverse as a fully immersive 3D environment accessible through both VR and AR.

“We argue that such a view is reductionist and does not capture the essence of a metaverse as a fully immersive three-dimensional environment that can be accessed through both VR and AR (Dionisio et al., 2013).”

• cites Dionisio et al., 2013 sourceNot checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

The COVID-19 pandemic has accelerated the digitization of our lives and normalized our communication and interaction within the online environment.

“The COVID-19 pandemic has accelerated the digitization of our lives and normalized our communication and interaction within the online environment (e.g., social media, virtual community, and else) (Nabity-Grover et al., 2020).”

• cites Nabity-Grover et al., 2020 sourceNot checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing).

NFTs allow consumers to acquire, possess, and trade unique virtual artefacts identified through blockchain technology.

“As previously outlined in the extant literature (Chohan & Paschen, 2021), non-fungible tokens (NFTs) allow consumers to acquire, possess, and trade unique virtual artefacts that are identified through blockchain technology.”

• cites Chohan & Paschen, 2021Not checked yet

  Not checked in the free run.

May combine two claims.

Building on NFTs allows firms to extend their product portfolios by virtual offers and increase virtual-real world interactions.

“Building on the capabilities of NFTs allows firms to extend their product portfolios by virtual offers and increase virtual-real world interactions.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

Older people might be left behind by these innovative technologies.

“On the one hand, older people might be left behind by these innovative technologies.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Utilitarian and hedonic benefits as well as high augmentation quality increase customer inspiration, which in turn has a positive effect on brand attitudes.

“For example, Rauschnabel et al. (2019) show that utilitarian and hedonic benefits as well as high augmentation quality increase customer inspiration, which in turn has a positive effect on brand attitudes.”

• cites Rauschnabel et al., 2019 sourceNot checked yet

  Not checked in the free run.

Classified as probably not a substantial claim.

This conceptualization of metaverse goes substantially beyond current postulations in industry and academic literature, which decouple the metaverse from VR and AR and frequently label simple virtual environments as metaverse.

“Importantly, this conceptualization goes substantially beyond current postulations in industry and the academic literature, which decouple the metaverse from VR and AR and frequently label relatively simple virtual environments such as Decentraland or Roblox as a metaverse.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The metaverse provides rich data points on temporal and spatial dimensions to the host due to higher immersive user experience, which can be analyzed for real-time targeting and re-targeting.

“The metaverse provides rich data points on various temporal and spatial dimensions to the host due to a higher immersive user experience, which can be analyzed using advanced analytical tools for targeting and re-targeting prospective customers on a real-time basis.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

Concept testing, prototyping, product design, and A/B testing might be fast tracked at very low cost through metaverse infrastructure.

“At the same time, concept testing, prototyping, product design, and A/B testing might be fast tracked at very low cost through metaverse infrastructure.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Payment in the metaverse is made through digital wallets, including cryptocurrency.

“The payment is made through digital wallets, including cryptocurrency (Hollensen et al., 2022).”

• cites Hollensen et al., 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

The underlying concepts of digital marketing based on search and display marketing would be applicable in the metaverse.

“The underlying concepts of digital marketing based on search and display marketing would be applicable in the metaverse.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

The use of avatars will enable people to interact seamlessly in real-time within their social and workplace networks.

“The use of avatars will enable people to interact seamlessly in real-time within their social and workplace networks.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

The metaverse mirrors real-world experience in the digital world by using next-generation extended reality (XR) technology.

“The metaverse mirrors the real-world experience in the digital world by using next-generation extended reality (XR) technology.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

NFTs can be used to secure access to events and include personalized special perks.

“For instance, NFTs can be used to secure access to events, such as concerts and football games, and they can include personalized special perks such as access to premium content or personal interactions with celebrities (Stelzner, 2022).”

• cites Stelzner, 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

Metaverse data includes multiple gestures, including eye and hand movements, which enriches data points for mapping the whole digital customer journey.

“It includes multiple gestures, including eye and hand movements which enriches the data points for mapping the whole digital customer journey.”

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing).

The metaverse could enable marketers to transcend the boundary of digital marketing, enabling brands to connect with consumers in many new ways.

“Whereas the metaverse could enable marketers to transcendent this boundary enabling brands to connect with consumers in many new ways.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

These organizations have launched metaverse versions of existing products or created new services around immersive experiences.

“These organizations have launched metaverse versions of the existing products or have created new services around this immersive experience.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

Customer engagement and conversion rates are likely to increase within a metaverse environment with reduced per-customer acquisition cost compared to traditional promotion mediums.

“Thus, customer engagement and conversion rates are likely to increase within a metaverse environment with a reduced per customer acquisition cost than it takes in other traditional mediums of promotion.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

Everyone in the metaverse platform would see a different avatar of an influencer based on their past browsing, click, and game pattern.

“Everyone in the metaverse platform would see a different avatar of influencer based on their past browsing, click, and game pattern.”

Probably not a substantial claim: may not pass S4 (based). May combine two claims.

The adaptation of consumer behaviour from the popularity of immersive gaming and immersive 360-degree videos shows that the metaverse could be transformational and will prove to be an important immersive platform for digital marketing.

“The adaptation of consumer behaviour from the popularity of immersive gaming, immersive 360-degree videos, clearly show that the metaverse could be transformational and will prove to be an important immersive platform for digital marketing.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

Virtual spaces are predicted to be as close to real as possible and to impact individual and firm efficiency and productivity by overcoming temporal and spatial hurdles.

“These virtual spaces are predicted to be as close to real as possible and impacting the individual and firm's efficiency and productivity by taking care of temporal and spatial hurdles.”

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

The paradigm shift in sales and marketing brought by digital marketing is now ready for its next phase of disruption-the metaverse.

“The paradigm shift in sales and marketing brought by digital marketing is now ready for its next phase of disruptionthe metaverse.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Users deploy adblockers to avoid internet-based advertisements.

“Users deploy adblockers to avoid internet-based advertisements (Chen & Liu, 2022).”

• cites Chen & Liu, 2022Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing).

Digital communities make it possible for individuals to take their own social avatars.

“The digital communities make it possible for individuals to take their own social avatars (Miao et al., 2022).”

• cites Miao et al., 2022 sourceNot checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S3 (load-bearing).

Metaverse-based marketing includes digital billboards showing customized product advertisements to different avatars based on their previous digital footprints and orientations.

“Metaverse-based marketing includes digital billboards, which would show customized product advertisements shown to different avatars based on their previous digital footprints and orientations.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

Metaverse marketing would involve capturing emotions, not just clicks, and gamification in place of banners, leading to better conversion rates and lower consumer acquisition costs.

“It would involve capturing emotions, not just clicks and gamification in place of banners leading to better conversion rates and lower consumer acquisition costs.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Nike made $3.1 Million of sales in seven minutes for its virtual sneaker initiative.

“The information available online indicates that Nike made $3.1 Million of sales in seven minutes for this initiative.(Richard Lawler, 2021)”

• cites Richard Lawler, 2021Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

The metaverse has the potential for more creative and interactive marketing that can develop engagement levels not possible with current social media and digital marketing.

“The metaverse for digital marketing has the potential for more creative and interactive marketing that can develop levels of engagement that are not possible with current social media and digital marketing.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

Organizations can develop product placements, charge platform membership fees, and monetize by selling NFTs in the metaverse.

“Organizations can develop product placements, charge platform membership fees, and monetize by selling non-fungible tokens (NFT).”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

The metaverse allows the creation of gaming platforms like Roblox and the selling of virtual goods to users.

“It also allows the creation of gaming platforms like Roblox and the selling of virtual goods to users.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

The metaverse will closely replicate the physical world in terms of expression and movements of avatars participating in the metaverse environment.

“The metaverse will closely replicate the physical world in terms of expression and movements of their avatar participating in the metaverse environment.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

The metaverse will provide an immersive experience for users who interact with it and engage in exciting content via state-of-art AR-VR tools.

“The metaverse will provide an immersive experience for users that interact with the metaverse and engage in exciting content via state-of-art AR-VR tools.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The metaverse is predicted to reach $1 trillion in revenue opportunity.

“The metaverse is predicted to reach $1 trillion in revenue opportunity (Homes, 2021).”

• cites Homes, 2021Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

Firms that invest in building equity in a metaverse may leverage these capabilities in a variety of ways.

“Firms that invest in building equity in a metaverse may leverage these capabilities in a variety of ways.”

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

Organizations would receive real-time digital footprints, including verbal and non-verbal inputs, in the metaverse.

“The organizations would receive real-time digital footprints, including verbal and non-verbal inputs.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Digital marketing has revolutionized how customers transact in both B2C and B2B spaces.

“It has revolutionized the way customers transact not only in the B2C space but also within B2B (Hanlon, 2021;Pandey et al., 2020).”

• cites Hanlon, 2021Not checked yet

  Not checked in the free run.

• cites Pandey et al., 2020Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

The metaverse has all possibility to emerge as a go-to platform for digital marketing.

“Hence metaverse has all possibility to emerge as a Go-To platform for digital marketing.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Most users avoid engaging with digital marketing advertisements.

“Most users avoid engaging with digital marketing advertisements (Barreto, 2013).”

• cites Barreto, 2013Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

Likes within social media would be replaced by verbal and non-verbal responses, immersive interactions, recommendations, and purchases depending on product/service type.

“Likes within the social media context would be replaced by verbal and non-verbal responses, immersive interactions, recommendations, and purchases depending on the product/service type.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Louis Vuitton released a digital game called 'Louis the Game' to mark its founder's birthday, asking users to collect birthday candles virtually.

“The company released a digital game to mark the birthday of their founder and naming it -“Louis the Game” and asked users to join virtually to collect birthday candles by traveling through multiple worlds (Tora Northman, 2021).”

• cites Tora Northman, 2021Not checked yet

  Not checked in the free run.

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).