What is it about?
While there has been a growing interest in the field of Metaverse-related research, its impact on vulnerable segments of the population, particularly those with special needs, is yet to be fully examined. This research develops the underlying scant theoretical knowledge pertaining to marketing strategies that target physically disabled consumers on the Metaverse and their effects on these consumers’ sense of inclusivity.
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Why is it important?
This study is the first to delve into the associated consumer behaviors in the context of virtual place attachment, offering deep insights into the interconnections among these constructs.
Perspectives
The study underscores the complexity of the interplay between virtual place attachment, disability acceptance, and the need for uniqueness among physically disabled users in the Metaverse. It investigates how disabled individuals attachments to virtual spaces influence their overall consumer behavior.
Dr. Zahy B Ramadan
Lebanese American University
Read the Original
This page is a summary of: Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness, Journal of Research in Interactive Marketing, July 2024, Emerald,
DOI: 10.1108/jrim-01-2024-0051.
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