Immersion In Metaverse Event Experience: A Grounded Theory

Introduction and Aim: Although there are studies on immersion in the literature, the number of studies dealing with the phenomenon of immersion in the metaverse world, which is characterized as a new virtual medium, and in metaverse activity experiences in particular, is almost negligible. In this context, a gap in the literature can be mentioned, especially in the context of focusing on the phenomenon of immersion in metaverse activities/games. Therefore, the aim of this study is to reveal the theoretical factors that reveal the immersion phenomenon perceived by people who experience the NBA 2K23 metaverse event. The results of the study may have theoretical and practical implications. Method: Using embedded theory, semi-structured interviews were conducted with a sample of 21 (12 male, 9 female) adults who experienced the NBA 2K23 metaverse event. Purposive sampling, which is widely used in qualitative research, was used, and the determination of the sample size was based on data saturation, which was underlined by Creswell (1998). The analysis process was carried out within the framework of the embedded theory method approach (Charmaz, 1983; Strauss and Corbin, 1990); applied with continuous comparative analysis while encoding each transcript; Codes and themes were created by comparing each coded case with similar coded cases, reducing data and making theoretical exemplifications. For validity and trustworthiness, Creswell (1998)'s criteria suggested to increase the quality of the research were used. Findings: Users' perceptions of immersion in the metaverse event experience can be addressed in six dimensions: Flow, Instant Pleasure, Illusional Vision, Visual Pleasure, and Personality. Flow; The individual's immersion in the game expresses the dimension in which he does not understand how time passes. In the dimension, the person falls into a state of fear, thinking that he will miss the current updates, developments and innovations. Instant gratification; While the individual is evaluated as the feeling and pleasure he experiences while playing the game, the "Illusional Vision" can be defined as the confrontation between the game and the reality. In the dimension of “Visual Pleasure”, it is the satisfaction of individuals due to a visual event in the game, the show in the game and good actions. Finally, in the dimension of "Personal Traits", the individual was evaluated as the actor he created and his or her own characteristics. Conclusion: The findings of this research provide theoretical as well as practical practical implications for the factors that determine immersion in the metaverse world. In addition to the factors such as flow and escape, which exist in the literature related to diving; visual pleasure, illusionary vision and personality traitshave also been found to exist. Managers or game/application designers who are interested in the Metaverse should be aware of these underlined factors related to immersion and benefit from strategies and approaches that will attract users/consumers and keep them in the environment, which can draw useful frameworks for success.