Exploring the Metaverse-tailing: Characteristics, Drivers, and Outcomes

Abstract The persistent evolution of environments at the intersection of virtual and natural domains compels scholars and industry professionals to focus on the burgeoning Metaverse. This research systematically categorises, emphasises, and critically evaluates the attributes, definitions, drivers, and outcomes associated with the Metaverse. Grounded in a thorough analysis of pertinent academic inquiries, particularly within business and management studies, this paper furnishes a comprehensive overview of the Metaverse. It accomplishes this by consolidating diverse definitions, thereby presenting a nuanced and extensive conceptualisation that holds relevance for both academic and practical considerations in retail. Additionally, the paper discerns the distinctive value proposition of the Metaverse, casting it as an avant-garde retail landscape with potential benefits for both consumers and retailers. By delineating a relatively nascent yet rapidly emerging subject matter, the paper underscores the imperative for an in-depth examination of the retail industry. Furthermore, it delineates prospective avenues for further research, thereby contributing value to scholars and retail professionals alike. This research aims to proffer a meta-model that spans contemporary and future generations, serving as a valuable tool for the analysis and comprehension of diverse Metaverse scenarios.