Medavers: a Digital Transformation Model for Media in the Metaverse

Articles in Press

Document Type : Research Paper

Authors

1 PhD Student in Media Management, Department of Media Management, Se.C., Islamic Azad University, Semnan, Iran;

2 Associate Professor, Department of Industrial Management, Se.C., Islamic Azad University, Semnan, Iran.

3 Associate professor, Department of Media Management, Se.C., Islamic Azad University, Semnan, Iran

Abstract

The emergence of the Metaverse challenges media organizations' sustainability and digital transformation, demanding a fundamental rethinking of governance and content ecosystems. Despite major media players entering this space, a native, integrated model for media digital transformation remains absent. Addressing this gap, this study proposes “MedaVers”—the first comprehensive model for digital transformation in the Metaverse—developed through Grounded Theory and Interpretive Structural Modeling. Based on interviews with17 experts (qualitative phase) and causal analysis by11 experts (quantitative phase), the model comprises 19 key components structured in an eight-layer hierarchy with three dimensions: strategic drivers ('Strategy' and 'Integration'), 'Resilient Organizational Culture' as a central bottleneck, and a bidirectional ‘Content↔Business Intelligence’ loop optimizing UX via biometric data. Validated abductively through Actor-Network Theory, AI Marketing, and Media Convergence, the model emphasizes “post-data media.” It guides media managers from isolated tech initiatives toward engineering intelligent, human-centered systems via dynamic, three-dimensional frameworks and strategic leverage design.

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Interdisciplinary Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 15 August 2025

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