Adventures in the metaverse

Peter Buell Hirsch

48 citations0/0 files storedJournal of Business Strategy

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Corporate Identity and Reputation Digital Marketing and Social Media Public Relations and Crisis Communication

Abstract

Purpose This paper aims to highlight the reputation risks of doing business in the metaverse. Design/methodology/approach The viewpoint is a subjective review of the technical, economic and cultural underpinnings of the metaverse from a corporate perspective. Findings While still in its infancy, the metaverse poses some reputation risks inherited from the internet and social media as well as new risks of its own. Originality/value While there have been numerous examinations of the potential perils of the metaverse, to the best of the author’s knowledge, this viewpoint is one of the first to suggest an approach to dealing systematically with its reputation risks.

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