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The metaverse is considered an evolution of the Internet, and it engages users with digital content more seamlessly due to its enhanced immersion and diverse applications. The current study examines factors affecting the intention to adopt the metaverse. Existing studies on metaverse were found insufficient in explaining users’ intention to adopt metaverse, for which the companies are investing vast amounts of money for its implementation. The study fills the research gaps in the literature and applies the UTAUT2 (Unified Theory Of Acceptance And Use of Technology) and PAD (Pleasure, Arousal, Dominance) theory in the SOR (Stimulus-Organism-Response) framework. The study proposes a conceptual model by including effort expectancy, hedonic motivation, social influence, security personalization as stimuli, arousal, dominance, pleasure, immersive experience and perceived value as organismic variables and intention to adopt metaverse as the response variable, with gender as a moderator.

The study used purposive non-probability sampling approach and total of 420 responses were collected to examine the model. The partial least squares (PLS) technique is used for data analysis using Smart PLS software.

The study’s findings suggest that social influence and immersive experience have the highest impact on perceived value which affects users’ intention to adopt metaverse. Results indicate that individuals perceive value on using metaverse when it provides enjoyment and fun as well as security. Hence, it is important to ensure not only that individuals feel hedonically motivated but also feel secured and exert less effort to use the metaverse.

The study contributes to the existing literature on metaverse and extends its association with immersive experience and the theories applied. The fundamental qualities of metaverse that contribute to its immersive and enjoyable nature can influence users' behavioral responses. Our research emphasizes the importance of executives acknowledging the development of organismic experience within metaverse.

The insights derived from this study will serve to expand the knowledge of metaverse application developers, offering valuable guidance in incorporating these factors into their development processes. By prominently displaying security measures, metaverse brands can demonstrate their commitment to mitigating risks associated with virtual interactions. This includes clearly communicating the security protocols in place to protect user data and privacy and providing detailed information about security features can build trust and alleviate concerns.

The study highlights how the metaverse features affect individuals toward its adoption intent. Specifically, the study reveals that social influence and security affect the metaverse, further affecting the adoption intent of the metaverse. This has implications for enhancing customer relationships and value cocreation with different stakeholders. The research also recognizes that security measures are necessary for metaverse technology. These reactions could include placing regulations and standards in place to deal with the social and economic effects, making sure that data is collected and used ethically, and giving privacy and security measures priority.

This paper contributes to the body of knowledge as it is the first of its kind to explore and link immersive experience, pleasure and perceived value from the metaverse’s point of view to explore the user’s adoption intention. The study also contributes to the SOR framework with UTAUT2 and PAD theories by applying it to the metaverse context, which is used in limits.

Recent growth of metaverse adoption has impacted the adoption of nonfungible tokens (NFTs) which is becoming increasingly attractive. Recently, researchers have explored the adoption of NFTs in metaverse platform. However, considering the risk involved in the transaction, the need for trust on NFT transaction arises. Drawing on trust transfer theory, this study aims to fill this gap by investigating the trust transfer process from trust on metaverse platform and online payment. Moreover, the moderating effect of perceived effectiveness of dispute resolution (PEDR) between trust and adoption of NFT transaction in metaverse platform is explored.

This study adopts an empirical approach using a questionnaire survey in India based on simple random sampling technique and is analyzed using structural equation modeling through the Smart PLS software.

The findings reveal that users with a higher trust disposition will trust the metaverse platforms, online payments and NFT transactions in the metaverse. Also, the study reveals that trust transfers from the metaverse platform and online payments toward NFT transactions in the metaverse, which further leads to the adoption intent of NFT. The study provides information for platforms on how the trust transfer process occurs and how to manage conflict resolution to attract the trust of users to use NFTs in their transaction.

The study makes a valuable contribution by identifying the significant impact of trust disposition and social influence in explaining user trust in NFT transactions within the metaverse. Also, the study explores how established trust in conventional online payment mechanisms translates and contributes to trust-building on NFTs and transactional contexts within virtual worlds.

This study implies that ensuring robust security measures for NFT transactions, such as two-factor authentication, blockchain verification and secure wallets, can reassure users with different levels of trust disposition.

Metaverse platforms should focus on educating users about how trust operates within their environment by providing tutorials, FAQs and support channels to help users navigate the process confidently. Highlighting security measures, user rights and privacy protections can enhance trust toward NFT payment.

To the best of the authors’ knowledge, this study contributes to research as it is the first of its kind study to explore the factors affecting adoption intent of NFTs transaction in metaverse platform using trust transfer theory. Thereby, developing substantial theoretical and practical contributions by considering an emerging technology.

Technology 4.0 comes with a challenge to understand the degree of users’ willingness to adopt a digital transformation. Metaverse, being a digital transformation, enables real-world activities in the virtual environment, which attracts organizations to adopt the new fascinating technology. This paper thus explores the uses and gratification factors affecting user adoption and recommendation of metaverse from the management perspective.

The study adopts a mixed approach where structural topic modeling is used to analyze tweets about the metaverse, and the themes uncovered from structural topic modeling were further analyzed through data collection using structural equation modeling.

The analyses revealed that social interaction, escapism, convenient navigability, and telepresence significantly affect adoption intent and recommendation to use metaverse, while the trendiness showed insignificance. In the metaverse, users can embody avatars or digital representations, users can express themselves, communicate nonverbally, and interact with others in a more natural and intuitive manner.

This paper contributes to research as it is the first of its kind to explore the factors affecting adoption intent and recommendation to use metaverse using Uses and Gratification theory in a mixed approach. Moreover, the authors performed a two-step study involving both qualitative and quantitative techniques, giving a new perspective to the metaverse-related study.

The metaverse, which is now revolutionizing how brands strategize their business needs, necessitates understanding individual opinions. Sentiment analysis deciphers emotions and uncovers a deeper understanding of user opinions and trends within this digital realm. Further, sentiments signify the underlying factor that triggers one’s intent to use technology like the metaverse. Positive sentiments often correlate with positive user experiences, while negative sentiments may signify issues or frustrations. Brands may consider these sentiments and implement them on their metaverse platforms for a seamless user experience.

The current study adopts machine learning sentiment analysis techniques using Support Vector Machine, Doc2Vec, RNN, and CNN to explore the sentiment of individuals toward metaverse in a user-generated context. The topics were discovered using the topic modeling method, and sentiment analysis was performed subsequently.

The results revealed that the users had a positive notion about the experience and orientation of the metaverse while having a negative attitude towards the economy, data, and cyber security. The accuracy of each model has been analyzed, and it has been concluded that CNN provides better accuracy on an average of 89% compared to the other models.

Analyzing sentiment can reveal how the general public perceives the metaverse. Positive sentiment may suggest enthusiasm and readiness for adoption, while negative sentiment might indicate skepticism or concerns. Given the positive user notions about the metaverse’s experience and orientation, developers should continue to focus on creating innovative and immersive virtual environments. At the same time, users' concerns about data, cybersecurity and the economy are critical. The negative attitude toward the metaverse’s economy suggests a need for innovation in economic models within the metaverse. Also, developers and platform operators should prioritize robust data security measures. Implementing strong encryption and two-factor authentication and educating users about cybersecurity best practices can address these concerns and enhance user trust.

In terms of societal dynamics, the metaverse could revolutionize communication and relationships by altering traditional notions of proximity and the presence of its users. Further, virtual economies might emerge, with virtual assets having real-world value, presenting both opportunities and challenges for industries and regulators.

The current study contributes to research as it is the first of its kind to explore the sentiments of individuals toward the metaverse using deep learning techniques and evaluate the accuracy of these models.

The study intends to evaluate students’ intention to shift from cash payment to mobile payment system for academic fee payments through push, pull and mooring framework. Push factors comprise risk and service-related factors, pull factors consist of subjective and aspect-based factors and mooring factors include cost and cognitive factors.

Sample of the study consists of around 296 undergraduate and postgraduate students from different higher educational institutions located in India. The questionnaire for data collection comprises 21 Likert scale-based items distributed among seven constructs. Partial least square structural equation modeling is used to identify the significant factors influencing students’ intentions.

Five of the factors, namely, risk, service, subjective, aspect and cognitive significantly influence student’s intention to switch to mobile payment system for academic fee payments. Moderation analysis indicates that the impact of the push and pull factors on switching intention towards mobile payments has a more positive influence among male students.

This study is probably the only study that tested the specific push, pull and mooring factors influencing intention to switch to mobile payment from cash payment in the Indian education system based on the incentive, Fogg behavior and status quo bias theory for academic fee payment.

Metaverse technology has attracted much attention in many contexts, including industry, education, marketing and business. Some recent studies have focused on qualitative studies based on the actual definition of the metaverse. However, practical research related to metaverse platforms remains in its infancy. This study provides actionable insights into the determinants of metaverse adoption by using perceived fluidity.

A two-stage structural equation modeling (SEM) approach and Hayes’ Macro approach are used to examine the proposed hypotheses.

Results show that technology features (e.g. real-time rendering, interactivity and immersion) increase users’ perceived fluidity, which in turn leads to positive intentions to use the metaverse. A high level of perceived realism is not an advantage for metaverse technology and plays a negative moderating role in this mechanism. The interaction of awe with technological features can enhance the negative moderating effects of realism.

This study pioneers the examination of perceived fluidity as a key determinant of metaverse adoption, offering a novel perspective beyond traditional factors. It uniquely identifies the paradoxical role of perceived realism, demonstrating its potential negative impact on user experience. In addition, the research highlights the reinforcing effect of awe on this relationship.

The study follows platform theory (PT) and information processing theory (IPT) to understand the determinants of customer engagement (CE) on an over-the-top (OTT) platform. Platform-based factors include superior streaming infrastructure (SSI), multilayer analytics (MA), secure monetisation (SM) and convenient navigability (CN), while message-based factors include content diversification (CD), interactive elements (IE) and content localisation (CL). The study further investigates the impact of CE on brand advocacy (BA).

The study employed the quantitative method using the cross-sectional survey to collect the data using judgemental sampling. Data were collected from 650 users of OTT services. Partial least square-structural equation modelling (PLS-SEM) was used to test the hypothesised relationship.

The impact of platform and message-based factors on CE is significant, except for the IE. As per the results, SSI is the most significant platform-based factor of CE, followed by MA, CN and SM. The study also found that CL followed by CD has a substantial influence as a message-based factor for OTT providers. The significant impact of CE is also established on BA, as per the findings of the study.

The outcome of the study is relevant to managers and practitioners in the highly competitive OTT industry. The new research framework emphasises the increasing importance of platform- and message-based factors for CE and BA. The study will also assist OTT providers in guiding strategic and operational decisions in the context of the OTT industry to increase customer loyalty in emerging economies.

The study introduces a novel approach to assessing OTT subscriber engagement by integrating PT and IPT. The final outcome of the research model is BA, which is highly relevant for an OTT operator as it helps retain existing subscribers and attract new ones through BA.