Metaverse mysteries: a qualitative investigation of dimensions of metaverse use

Purpose The main objective of this research is to explore and understand the usage aspects related to metaverse platforms. Design/methodology/approach We conducted open-ended essays with metaverse users to achieve this. The study obtained data from 30 participants to comprehend the metaverse’s fundamental dimensions. The data was further analyzed using content analysis. Findings This study revealed six major dimensions of the metaverse: user experience and accessibility, mental health and well-being, social interactions and communities, regulation and governance, environmental impact, and cultural and ethical considerations. Practical implications This study will help organizations and brands understand the crucial dimensions while planning to embrace the metaverse. Originality/value The study’s findings will enrich the metaverse literature and act as a pioneer for scholars interested in understanding metaverse-related aspects.