The metaverse has become a trendy topic for both academics and practitioners in recent years. While the metaverse is still in a developmental stage, it is anticipated that it will bring significant changes to the existing paradigm in marketing, information system, psychology and many other disciplines (Dwivedi et al., 2022)

• Yue Peng(King’s Business School, King's College London, UK)
• Shintaro Okazaki(King’s Business School, King’s College London, UK)
• Prokriti Mukherji(King’s Business School, King’s College London, UK)