Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness

• Published in: Journal of research in interactive marketing Vol. 18; no. 5; pp. 741 - 758
• Main Authors: Farah, Maya F., Ramadan, Zahy
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 13-09-2024; Emerald Group Publishing Limited
• Subjects: Augmented reality; Customers; Data analysis; Disability; Internet; Market segments; Marketing; Psychological factors; Psychology; Ramadan; Social networks; Uniqueness; Virtual communities; Virtual reality; People with disabilities; Acceptance of disability; Metaverse; Place attachment; Need for uniqueness
• ISSN: 2040-7122; 2040-7122; 2040-7130
• DOI: 10.1108/JRIM-01-2024-0051

PurposeWhile there has been a growing interest in the field of Metaverse-related research, its impact on vulnerable segments of the population, particularly those with special needs, is yet to be fully examined. This research develops the underlying scant theoretical knowledge related to the attachment of people with disabilities to the Metaverse and its effects on their need for uniqueness and acceptance of disability, and hence their sense of inclusivity and overall well-being.Design/methodology/approachThe study adopted a quantitative approach using an Internet-based survey. The sample size consisted of 530 Metaverse users with a physical disability in the USA. The proposed model integrates virtual place attachment alongside disabled consumers' need for uniqueness, and acceptance of their physical disability. SPSS and LISREL were utilized for data analysis and SEM.FindingsThe study underscores the complexity of the interplay between virtual place attachment, disability acceptance and the need for uniqueness among physically disabled users in the Metaverse. It investigates how the attachment to virtual spaces by people with disability influence their psychological well-being.Originality/valueThis research adds to the interactive marketing and disabled consumer psychology literature exploring the theoretical and practical implications from an attachment and need for uniqueness theory perspectives.