Values of the Metaverse and Its Use in Marketing and Collaboration - Sponsored by the Asia Chapter
The metaverse is a computer-mediated environment where users take the form of avatars when participating in activities and interacting with one another. In this talk, the presenter will outline a series of studies on the metaverse, from understanding the values of the metaverse for individual users to the use of the metaverse in marketing and collaboration. In the first study on values of the metaverse, we used the value-focused thinking approach to elicit these values from users and present the findings in the form of a means-ends objective network. In the second study on the use of the metaverse for marketing, we found that the metaverse presents both positive and negative effects on branding. In the third study on the use of the metaverse for collaboration, we compared individual versus group use of the metaverse to assess the effects on the work process and outcomes.
Presenter
Fiona Fui-Hoon Nah is a Professor of Information Systems at the Singapore Management University. Prior to joining the Singapore Management University in 2024, she was a Professor in the Department of Media and Communication at the City University of Hong Kong. She has previously served on the faculty of Purdue University, University of Nebraska-Lincoln, and Missouri University of Science and Technology (formerly University of Missouri-Rolla). She is one of the world's top 2% most-cited scientists, according to a study by Stanford University. She received the Top 50 Asia Women Tech Leaders Award in 2024. She is the Editor-in-chief for the Association for Information Systems (AIS) Transactions on Human-Computer Interaction and serves as an Associate Editor for the International Journal of Human-Computer Studies, Internet Research, and PLOS ONE (among others). She received her Ph.D. in Management Information Systems from the University of British Columbia in Canada.
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