Volume 40, Issue 10 pp. 2132-2150
REVIEW ARTICLE

Use of metaverse in socializing: Application of the big five personality traits framework

Sowmya G

Sowmya G

Department of Management, Symbiosis Centre for Management Studies, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Maharashtra, India

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Debarun Chakraborty

Debarun Chakraborty

Department of Management, Symbiosis Institute of Business Management, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Maharashtra, India

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Aruna Polisetty

Aruna Polisetty

Department of Management, Symbiosis Centre for Management Studies, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Maharashtra, India

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Sangeeta Khorana

Corresponding Author

Sangeeta Khorana

Department of Economics, Finance and Entrepreneurship, Aston Business School, Birmingham, UK

Correspondence Sangeeta Khorana, Department of Economics, Finance and Entrepreneurship, Aston Business School, Birmingham, UK.

Email: [email protected]

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Dimitrios Buhalis

Dimitrios Buhalis

Department of Management, Bournemouth University Business School, Poole, UK

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First published: 05 July 2023
Citations: 13

Abstract

Social media sites, such as Twitter, Instagram, and Facebook, are increasingly interconnected with the metaverse, which has forged a new digital connection between the users and community-building platforms. The increased accessibility of social media via smartphones provides opportunities for greater social interaction and facilitates users’ interaction online. As the metaverse and social media sites become increasingly connected it presents opportunities for the users to make new digital connections and socialize virtually. This study employs the Big Five personality theory to empirically test how the personality traits of Generation-Z impact on their intentions to socialize using innovative technology (metaverse). With Personal Innovation and Hedonic Motivation as moderators, we use a mixed-methods approach that employs a qualitative (n = 24) and quantitative study (n = 436) to understand why Generation-Z is inclined to use the metaverse for socializing. Confirmatory factor analysis and structural equation modeling analyse the data statistically. Results show that Openness has the highest impact on users’ intention to adopt the metaverse, followed by Extraversion and Agreeableness. Personal Innovation and Hedonic Motivation variables present evidence of positive moderation with the personality traits. Further, generation differences between cohorts and users’ personalities affects their willingness to adopt the metaverse.

DATA AVAILABILITY STATEMENT

Data sharing is not applicable to this article as no new data were created or analyzed in this study.

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