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The Metaverse Era: The Fourth Transformation in the Age of Internet Communication

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Value Realization in the Phygital Reality Market

Abstract

We discuss the issues of the virtual realm. As virtual worlds conceptualized by humans using digital technology, the metaverse that can map, transcend, and interact with the real world, but it cannot be separated from the physical realm. The development of metaverse-related technologies has reached a critical point of large-scale application, but the metaverse is still in in the “social + gaming” stage. 2021 became a crossroad for the virtualization of human society, which has led to a wide range of business possibilities. Users of the metaverse can act in both physical and virtual realms. User behaviors in the phygital reality environment, such as online communities or online games, are common with user behavior in the metaverse. In the future, the metaverse, matured as a virtual realm, will provide a new world for human communication and marketing. In this chapter, we describe in detail about Second Life, Horizon Worlds, Roblox, Mesh for Teams, and HoloBoard as cases of communication in the metaverse era. The logic of communication in the virtual realm and its potentiality are is also described.

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Authors and Affiliations

  1. Graduate School of Business Administration, Kobe University, Kobe, Japan

    Lin Huang

  2. Department of Digital Media Design, Jiangxi University of Finance and Economics, Nanchang, China

    Biao Gao

  3. The Logistics and E-Commerce School, Zhejiang Wanli University, Ningbo, China

    Mengjia Gao

Authors
  1. Lin Huang
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  2. Biao Gao
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  3. Mengjia Gao
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© 2023 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Huang, L., Gao, B., Gao, M. (2023). The Metaverse Era: The Fourth Transformation in the Age of Internet Communication. In: Value Realization in the Phygital Reality Market. Kobe University Monograph Series in Social Science Research. Springer, Singapore. https://doi.org/10.1007/978-981-99-4129-2_6

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