Dark side of metaverse! Role of loneliness on depression using deindividuation theory and psychodynamic theory

Purpose The metaverse presents an emerging domain that offers many opportunities to various stakeholders. Despite the advantages, the metaverse has been witnessing increasing cases of violence and abuse. This study aims to empirically examine the dark side of the metaverse and its consequences on users. Design/methodology/approach The study uses the theoretical premise of deindividuation theory and psychodynamic theory to conceptualize a research model. A structured survey-based questionnaire is employed for data collection from 327 metaverse gaming users from US. Structured equation modeling was used for data analysis. Findings The study reveals that the loneliness of users is positively associated with dissociative anonymity and invisibility in the metaverse, which leads to deindividuation. Further, findings suggest that deindividuation fosters deviant behaviour in metaverse. Furthermore, deindividuation and deviant behaviour predict depression among users. The study also established the moderating effects of immersive experience. Originality/value Rarely studies have attempted to comprehend the dark side of the metaverse. The study is one of the first to empirically show that metaverse engagement might aggravate the well-being of lonely individuals. Findings also offer implications for metaverse game designers and public policymakers.