Inclusive metaverse services: how desired self-identity shapes service evaluations and disability acceptance

Purpose The metaverse represents an emerging service platform offering advanced assistive technologies, accessible settings and opportunities for inclusive participation. It has the potential to significantly enhance the participation, self-expression and engagement of people with disabilities (PWD) in digital service environments. This study aims to address a significant gap in services marketing literature by investigating how desired self-identity (DSI) expression influences PWD’s perceived usefulness of the metaverse platform and perceived advertising value within the service environment and how advertising value as a service touchpoint affects disability acceptance. Design/methodology/approach A quantitative research design was used. Data were gathered through an online survey completed by 437 PWD users of metaverse service platforms in the UK. Findings The findings demonstrate that when PWD achieve DSI expression through brands in the metaverse, they perceive both the service platform as more useful and service-embedded advertising as more valuable. Perceived service usefulness also positively influences perceived advertising value, which, in turn, positively affects disability acceptance. Originality/value This study contributes to services marketing scholarship by extending self-congruity theory into immersive virtual service environments, demonstrating how self-brand congruence mechanisms operate within digital service platforms. By examining the relationships between DSI, perceived service usefulness, advertising value as a service touchpoint and acceptance of disability, it offers new insights into how inclusive service design in virtual environments can enhance well-being for vulnerable consumers. The study advances transformative service research by demonstrating how service experiences, including service-embedded advertising, influence the psychological well-being of PWD.