The Metaverse has rapidly emerged as a transformative field with immense potential for revolutionising how we live, work, do business, learn and navigate the digital world in parallel to the physical realm (Burdea et al., 2017).
This could be accomplished through the use of avatars, allowing individuals to explore various locations and interact with others as though they were actually there. By incorporating an avatar, users can experience a greater sense of immersion within the metaverse (Alaghband, 2022).
This approach can generate a genuine sense of participation in a live event for people. In turn, companies could exploit this by offering customers direct service through their avatars in the digital world, potentially leading to new business opportunities. Furthermore, advertising methods such as print and TV commercials, which would require adaptation in line with the virtual setting, would also change accordingly (Hagiu & Wright, 2015).
To introduce readers to the implications and questions surrounding the metaverse, it is best to quote the authors Huynh-The et al. (2023) literally, as they have already provided an excellent overview.
Since Facebook rebranded itself as Meta, announced by Mark Zuckerberg in October 2021, the marvellous concept of the new name has become a hot trend on social media and received huge attention and much more discussions by various communities, including academia and industry. Besides Meta, some big tech companies have some metaverse investment and development activities, such as Microsoft bought Activision Blizzard, a video game holding company, for $68.7 billion as a deal of gaming expansion into the metaverse. Recently, Metaverse Group, a metaverse real estate investment company bought a parcel of land on a decentralized virtual reality platform known as Decentraland for a shocking price $2.43 million and recorded as the highest-ever amount for virtual real estate. A famous rapper who bought a plot of land in the Sandbox metaverse for $450,000 is Snoop Dogg, in which this rapper can hold virtual events like music festivals and concerts to bring an immersive experience to the audience participating in the virtual world via the virtual reality technology. Soon, the metaverse is realized as the next big technology and currently attracting online game makers, internet finance businesses, social networks, and other technology leaders. The Seoul metropolitan government just very recently announced a plan called Metaverse Seoul that creates a virtual communication ecosystem for all municipal administrative areas, such as culture, tourism, economic, educational, and civic service. Besides providing different business support services and facilities, Metaverse Seoul will offer some specialized services for people with disabilities to take pleasure in safety and convenient content using extended reality (XR) technology. Based on the analysis of Bloomberg Intelligence, the global metaverse revenue opportunity will increase from USD 500 billion in 2020 to USD 800 billion in 2024, in which the online game industry will take half of the global revenue (Kanterman & Naidu, 2021).
Remarkably, video game companies and studios have some plans to upgrade existing traditional games to three-dimensional (3D) virtual worlds convolving social networks, in which some attractive activities, such as live entertainment and media advertising events, can be held besides gaming. The revenue of virtual reality (VR) hardware and in-game advertisement significantly increases through the advancement of virtual activities in the metaverse. The metaverse is not a new idea because it has circulated along with the development of the Internet and other technologies for decades. [...] Metaverse is the term formed by combining Meta and Universe, which may be first mentioned in the dystopian cyberpunk novel Snow Crash in 1992 to describe a virtual reality world called the matrix (Hackl, 2021). At present, the metaverse is defined as a shared virtual 3D world or even multiple cross-platform worlds that can provide users with a comprehensively immersive experience, including interactive and collaborative activities. Besides virtual places and constructions fixed in the virtual world, many other entities, such as objects, user identities, and digital goods, can be exchanged between different virtual worlds and even reflected into the reality world (Park & Kim, 2022). Recent years have witnessed an unprecedented explosion of the metaverse, mostly derived from 3D gaming, which is fuelled by the improvement of hardware (e.g., big data storage infrastructure, wireless communication networks, builtin sensors, and graphic processing unit—GPU) and the optimization of software (e.g., resource allocation in communications, language processing, and computer vision) to build the virtual world more solidly and creatively. Different from the traditional metaverse modality that limits immersive experience poorly by insufficient data, the new one not only generates a huge new source of user and behavioural data for enterprises (where users freely make creative content) but also presents a plentiful foundation to deploy artificial intelligence (AI) into various domains, such as natural language processing, computer vision, and neural interface. Besides, a standard platform built for a modern metaverse should satisfy the following characteristics: virtual world, persistence, scalability, always-on with synchronicity, financial allowance, decentralization, security, and interoperability […] By merging AI with other technologies, such as AR/VR, blockchain, and networking, the metaverse can create secure, scalable, and realistic virtual worlds on a reliable and always-on platform. […] Therefore, users’ movements in the real world are projected into the virtual worlds, allowing users to fully control their avatars to interact with other objects in the metaverse comfortably. Moreover, these avatars can engage with many modalities adopted in the real world, such as facial expressions, emotions, body movement, and physical interactions, besides speech recognition and sentiment analysis, which are powered by AI in terms of accuracy and processing speed. […]. Any achievements and outcomes derived from RSC will be used as fabrics to build the metaverse platform, in which AI-driven products will be of considerable importance (pp. 1–3).
In the article by Huynh-The et al. (2023), there is a significant table entitled "Summary of AI-aided technologies with potential for developing the metaverse”. This table includes valuable information for researchers and professionals on technologies that can be useful for the metaverse.
However, this is not our primary focus, as this article will concentrate on the aspects related to the workers in this environment, and nothing has been studied in this sense. This article proposes employing technologies to prevent diseases caused by the new work environment and enhance workers' motivation.
Currently, there is very limited knowledge of workers fulfilling their job duties in the metaverse. However, businesses and employees alike have undergone extensive remote work as a result of the COVID-19 pandemic, yielding favourable outcomes as well as drawbacks for both parties. Therefore, the metaverse appears to offer a potential hybrid solution (Park et al., 2023).
Many businesses have swiftly constructed their virtual sales spaces in the metaverse to ensure their survival and expand market share (Riedl, 2021).
The project shows great potential with its energetic start and significant interest. However, adaptation of current practices for buying, selling, producing, and service offering is necessary, along with the rules on matters relating to employees.
Business models have been changing and synchronizing with the technological evolution of a blockchain and the metaverse product platform, and the industry platform is merging, the physical and digital interactions are higher, and the difference is nearly invisible (IoT “internet of things” plays a key role in this). […] Lastly, the metaverse has a pitfall in smell and touch sensing and the network of people is inconsistent. Therefore, the industry-level ecosystem is the new way of approaching the value chain and the digital understanding of smart contracts. This business model’s pace of progress, both forward and backward, will be determined by the progression of technology and the rates of its acceptance. However, it is quite evident that we are heading in the direction of the metaverse platform business.
In this context, the metaverse-based platforms provide the business to sell, ship, and collect payments very easily and securely; in addition, it engages the customers with phygital options, and it integrates the eCommerce sectors. Lastly, the metaverse-based platform enhances sustainability by reducing waste, as it is resulting in the reduction of the carbon footprint (Periyasami & Periyasamy, 2022:543).
The metaverse has both advantages and disadvantages, and it seems clear that the way we interact in it requires a greater cognitive load and generates more mental fatigue (Xi et al., 2022). In 30 minutes, workers could be very tired. However, it may be a feasible and popular option for Generation Z. (Periyasami, & Periyasamy, 2022).
The metaverse presents various prospects and potential benefits to companies. However, businesses need to adjust their approach and modify their communication methods and operational procedures throughout the value chain to implement them effectively in this new virtual world. Moreover, neuroscience offers a viable solution for companies to achieve this goal (Crespo-Pereira et al., 2023).
In summary, it can be said that:
The metaverse is the conjunction and optimization of the possibilities of the Internet and technology at their best. It is a consequence of the development and evolution of digital society. Technological innovation, fundamentally oriented toward virtual reality, augmented reality, and mixed realities, contributes significantly to the creation of a solid foundation on which to build an entire universe of virtual worlds. This is a universe that, in turn, requires the creation of backbone content for narratives that attract and retain users by capturing their attention to promote a specific ecosystem that transfers the activities of the real world to a virtual one, either projected or recreated. […] It examines the trends in technology, application, and methodology pertaining to the metaverse in the social sciences field, namely marketing and communication and neuroscience, areas that contribute to the understanding of the social dimension of the metaverse phenomenon. Although there is abundant academic literature on the metaverse in computer science, this is not the case in the aforementioned disciplines. Given that the metaverse is destined to become the next Internet revolution, there is a race among countries and brands to position themselves within it, which is expected to intensify in the coming years. The metaverse can contribute to a wide variety of applications of a social nature, which is why it is a highly competitive tool for nations, companies, and academia, as well as the public and private media. The results indicate a technological transformation proposing a future that includes neuro-technologies based on brain–computer interfaces and the metaverse as the setting. This will occur alongside the solidification of the virtual ecosystem thanks to the emergence of digital natives and Gen Z, as well as the convergence of many different technologies and immersive and participatory content, in which the consumer is the provider, owner, and beneficiary (p.1). (Cited in González-Morales et al. 2023)
After reading Huynh-The et al.'s (2023) introduction and other authors, one could grasp the potential significance of the metaverse. Upon further analysis of the article, it becomes clear that the metaverse has the potential to become a digital world that runs parallel to our current one, facilitating almost all activities. With this promising prospect, it is no wonder why many companies and professionals are investing in metaverse spaces or land. Hence, scholars and experts ought to examine and prognosticate future trends comprehensively, as such a prospect should not be disregarded. This is crucial to circumvent a scenario similar to the one encountered by certain e-commerce firms, which were outpaced by their fresh rivals. Confirmation comes from Kraus et al. (2022) who say that Metaverse seems to be a promising future option for doing business and working. Further examination is required to comprehend this nascent virtual realm.
In this new digital realm, it is essential to emphasise the disparities between this world and the physical one.
It is crucial to note that affective and emotional processes may undergo modifications in the metaverse, resulting in the replacement of one emotion with another. Therefore, additional research is required to broaden our knowledge concerning the effects of digital environments on the human brain (Riva & Wiederhold, 2022). Neuroscience has proven to be a valuable tool for investigating emotions, attention, and memory in various corporate-related issues. This field of study could yield significant benefits in exploring virtual environments such as the metaverse. However, there appears to be a paucity of research focusing on immersive virtual environments (Mandolfo et al., 2022).
Mandolfo et al. (2022) posit that modifying the perception of senses and emotions can alter behaviour within the metaverse (Dincelli & Yayla, 2022). Building on this, Dozio et al. (2022) suggest that emotions can be modified by altering visual and semantic elements, as well as interactive and dynamic components. Avatars, peripherals and manipulation of the virtual environment can also have an impact on emotions and senses. Virtual agents and avatars have the potential to impact individuals' emotions and enhance their sense of trust and contentment within the metaverse (Dincelli & Yayla, 2022). However, further investigation is required to enhance the emotional encounter in the metaverse (Angelini et al., 2022).
Working in the metaverse presents a unique situation where employees are constantly engaged in a digital universe through their avatars, navigating virtual environments that may or may not accurately reflect their physical counterparts.
Therefore, to create workspaces that promote employee well-being, effectiveness, efficiency, motivation, and health, we must apply the same standards and regulations used in physical workspaces within the real world, but adapted to the metaverse environment.
Currently, one of the most advanced tools in studying motivation, emotions and stress in different situations in real time is neuroscience (González-Morales et al., 2023), and it is possible for it to be applied to operations management or human resources, which is referred to as neuromanagement or neuro-EI. Neuromanagement is a fairly new neurodiscipline; its evolution and some applications can be seen in González-Morales and Lopez (2023).
Working in the metaverse may resemble working in physical spaces with a computer, but it is different. Necessary adaptations and differences must be made to suit the metaverse. One could refer to existing studies on labour relations in the physical world, although further investigation is required in the metaverse. As previously highlighted, neuroscience (neuromanagement) is a crucial discipline for this type of research.
Within the metaverse, neuromanagement tools must be adapted to its unique characteristics with immersive glasses, headphones, and sensors being necessary for efficient work. This approach would be suitable for examining worker behaviour and requirements, as well as modifying current theories on occupational risk management, motivation, ergonomics, and so on, to suit the metaverse. It seems likely that these theories and workplace norms will require modification.
The potential health hazards for individuals working in the metaverse should be a primary consideration when planning workspaces.
According to Ellahi et al. (2011), measures to mitigate these risks should be put in place. "Prolonged computer users, the simultaneous probability of all of these four computer related health disorders is high; carpal tunnel syndrome, computer stress syndrome, computer vision syndrome and musculoskeletal problems [...] The findings confirm that there is an association between frequency of computer use and prevalence of all four health disorders i.e. carpal tunnel syndrome, computer related stress, computer vision syndrome and musculoskeletal disorders among computer users. The data reported that users who use computers daily for more than four hours are more likely to be subjected to the risks of all these four health disorders. However, on an individual basis the findings show that musculoskeletal disorders and carpal tunnel syndrome was not very high among those who use computers more than four hours daily. An assumption can be made that these two disorders are more related to awkward posture whether they work on a computer or not. Computer vision syndrome was found comparatively higher among those who use computers more than four hours daily. This indicates the effects of computer screens in the form of electromagnetic radiations, and the disorders of carpal tunnel syndrome and musculoskeletal disorders indicates the additional risk factors such as working with bent wrists, a lack of rest for the hands and wrists, etc; and improper placement of work materials such as the computer chair. [...] In order to check the awareness level of users about effects of prolonged computer use, they were asked to indicate the cause of their health disorder. It was interesting to observe that the majority are aware of the effects of computer use, and they regard computer work as a cause of their health disorder. This awareness is particularly useful in the sense that if any safety measures are introduced to computer users in order to minimize or prevent further hazardous effects on health (pp. 179–181).
On the other hand, working with augmented reality glasses, as stated by Marklin et al. (2022), entails various factors such as the task at hand, duration of work periods, breaks, environment, and other factors with two different models of devices. These factors may impact the issues discussed in their study: The quality and speed of task performance can be influenced by task duration. Prolonged use of AR devices can cause increased muscle activity in the neck, decreased blinking speed, and potential danger for visually exhausted workers.
Up to this point, we have examined the most evident hygiene factors that could potentially impact the health of employees in the metaverse. However, it is important to also consider motivational factors that may enhance employee satisfaction in the metaverse and avoid psychological disorders.
Montañés (2005) conducted a noteworthy study linking emotions with motivation and the development of diseases, depression, anxiety, and stress have been the most extensively studied emotional responses in regards to their relationship with the onset of health disorders. Darwin previously emphasized the importance of emotions as an adaptive mechanism. He asserted that emotions facilitate appropriate conduct and attributed an immensely significant role in adaptation to them.
One of the primary functions of emotions is to enable the emergence of relevant behaviours. Their demonstration also allows others to anticipate corresponding conduct, thus having immense value in interpersonal relationships.
The correlation between motivation and emotion extends beyond the mere existence of emotional responses in all motivated behaviours. Instead, emotions shape the manifestation of motivated behaviours, guiding them towards specific goals and inducing them to occur with vigour. We can posit that all motivated behaviours trigger an emotional reaction, with emotions subsequently facilitating the emergence of certain motivated behaviours over others.
Delaney and Royal (2017) analysed employee motivation as a fundamental aspect of engagement in an article, exploring its antecedents and outcomes, various types of motivation, the interplay between these and how organisations can cultivate and utilise motivation to boost engagement effectively. This study highlights a considerable and unvarying motivation gap, with intrinsic motivation among employees consistently surpassing extrinsic motivation. This discrepancy implies that engagement investments can generate a superior return if motivation is strategically targeted. Thus, we propose suggestions for bridging this gap by incorporating both intrinsic and extrinsic motivating elements within work environments and structures. The objective is to foster a fresh dialogue on engagement and stimulate organizations to deconstruct it to attain a deeper comprehension
It is essential to measure motivation initially and then monitor its progress after implementing appropriate measures aimed at enhancing it.
With the use of technological equipment, neuromarketing allows the recording and measuring of brain activity and psychophysiological variables associated with different emotional states that occur when a subject is exposed to a stimulus, which are related with its attention and memorization, analysing the two emotional dimensions: arousal and valence (González-Morales, 2018, pp. 9–10). (Cited in González-Morales et al., 2020:175).
The connection between emotion and motivation is tightly knit, given their common experience in any activity characterised by the two main features of motivated behaviour, namely direction and intensity. Emotion triggers motivated behaviour, with energized actions leading to greater vigour. It is worth reiterating that emotion plays an adaptive role in supporting the successful execution of behaviour required for each task. The motivational role of emotion concurs with our previous discourse on the two principal dimensions of emotion: thelike-dislike dimension and the intensity of the affective response.
In the same way, if we apply neuroscience to management, we have neuromanagement. It is possible to know the emotional states associated with motivation, memory, fatigue, stress and their influence on the decision-making of employees in companies and organisations (Braidot, 2014).
The methodology employed by González-Morales (2020) to measure emotional valence in the time domain through electroencephalography (EEG) within the ecological paradigm proves to be advantageous in determining the valence of emotional states in real time, making it particularly useful for the metaverse. The ecological paradigm enables real-time assessment of the positive or negative perception that individuals have towards their current surroundings, tasks and others, serving as a fundamental tool for workplace design (González-Morales, 2020).
Furthermore, the research has shown that peripheral psychophysiological meters are a valuable neuromarketing technique. They allow real-time and over time measurement of the arousal, which presents the second dimension of emotion. This, along with EEG are two methods that enable us to determine whether individuals are experiencing attraction or repulsion, as well as the degree to which this is occurring, at any given moment (González-Morales, 2022).
These two tools enable us to know the emotional states of workers at every moment in the metaverse. Furthermore, the eye tracker modified for use with augmented reality glasses will assist in uncovering what captures attention in the metaverse, tracking gaze direction and measuring blinks.
It would be intriguing to utilise micro-expression recognition software, capable of identifying the real-time facial expressions exhibited by individuals whilst interacting within the metaverse (González-Morales, 2022; González-Morales et al., 2023). Moreover, it could effectively depict the emotional state of the individual's avatar, thus enhancing their experience within the metaverse. Although the present-day AR glasses impede utilisation of this technique due to their covering half of an individual's face during immersion.