Medavers: A Digital Transformation Model for Media in the Metaverse

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 with 17 experts (qualitative phase) and causal analysis conducted by 11 experts (quantitative phase), the model comprises 19 key components structured in an eight-layer hierarchy across 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.

Keywords

Main Subjects

References

Abd Elkareem, N., Selim, M., & Shalaby, A. (2024). Software-Defined Metaverse (SDM) architecture. Journal of Metaverse, 4(2), 146-156.‏ http://doi.org/10.57019/jmv.1541821
Alshurideh, M. T., Akour, I. A., Al Kurdi, B., Hamadneh, S., & Alzoubi, H. M. (2023). Impact of metaverse and marketing innovation on digital transformation. In 2023 International Conference on Business Analytics for Technology and Security (pp. 1-5). IEEE. https://doi.org/10.1109/ICBATS57792.2023.10111241
DataIntelo. (2023). Metaverse in entertainment market report: Gl. https://dataintelo.com/report/metaverse-in-entertainment-market
Dewan, M., & Gagare, A. (2024). From storytelling to story living: Exploring the metaverse and its implications for the new age communicator. Journal of Visual and Performing Arts, 5(6), 65–80. https://doi.org/10.29121/shodhkosh.v5.i6.2024.1117
Druzhinin, A. M. (2021). Digital transformation of the russian media business under uncertainty. Digital Sociology, 4(4), 50-59. https://doi.org/10.26425/2658-347X-2021-4-4-50-59
Duffey, C. (2023). Decoding the metaverse: Expand your business using Web3. Kogan Page Publishers.‏‏ https://koganpage.com/digital-technology/decoding-the-metaverse-9781398609044
Gumede, N. P., & Tladi, B. (2023). Socio-technical systems: using actor-network theory to make the social more tangible in a technical space. South African Journal of Industrial Engineering, 34(3), 140-155. https://doi.org/10.7166/34-3-2957
Gupta, R., & Pal, S. K. (2023). Metaverse platforms and use-cases. In Introduction to metaverse: Technology landscape, applications, and challenges (pp. 67-90). Springer Nature Singapore. https://doi.org/10.1007/978-981-99-7397-2_4
Hashem, F. S. E. A., Hassan, A., Hamed, E. M., & Seyadi, A. Y. (2024). Exploring the potential of metaverse in mass communication: A comprehensive review. Business Development Via Ai and Digitalization, 1, 373-382. https://doi.org/10.1007/978-3-031-62102-4_32
Hwang, I., Shim, H., & Lee, W. (2022). Do an organization’s digital transformation and employees’ digital competence catalyze the use of telepresence? Sustainability, 14(14), 8604. https://doi.org/10.3390/su14148604
Jamil, S. (2022). Digital transformation in journalism: implications of media convergence for journalists’ work in pakistan’s mainstream news media. In N. Alm, P. Murschetz, & F. weder, & M. Friedrichsen (Eds.). Die digitale Transformation der Medien (pp. 443-458). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-36276-8_21
Jiang, R. (2024). The metaverse strategy of the walt disney company. Journal of Education, Humanities and Social Sciences, 43, 66–72. https://doi.org/10.54097/y7ntp297
Kontogianni, E., & Anthopoulos, L. (2024). Towards a standardized metaverse definition: Empirical evidence from the ITU metaverse focus group. IEEE Engineering Management Review. https://doi.org/10.1109/EMR.2024.3416331
Kour, M., & Rani, K. (2023). Challenges and opportunities to the media and entertainment industry in metaverse. In M. Gupta, K. Shalender, & B. Singla (Eds.). Applications of neuromarketing in the metaverse (pp. 88-102).‎ IGI Global. https://doi.org/10.4018/978-1-6684-8150-9.ch007
Li, C., Ali, M. N. S., Rizal, A. R. B. A., & Xu, J. (2025). A bibliometric analysis of media convergence in the twenty-first century: Current status, hotspots, and trends. Studies in Media and Communication, 13(1), 313-331. https://doi.org/10.11114/smc.v13i1.7236
Li, H., & Li, B. (2024). The state of metaverse research: A bibliometric visual analysis based on CiteSpace. Journal of Big Data, 11(1), 14. https://doi.org/10.1186/s40537-024-00877-x
Lin, J. (2022, May). On the innovative design of digital media under the background of the metaverse. In International Conference on Comprehensive Art and Cultural Communication (pp.158-163). Atlantis Press. https://doi.org/10.2991/assehr.k.220502.034
McStay, A. (2023). The metaverse: Surveillant physics, virtual realist governance, and the missing commons. Philosophy & Technology, 36(1),13. https://doi.org/10.1007/s13347-023-00613-y
Mishra, A., Shukla, A., Rana, N. P., & Dwivedi, Y.K. (2021). From “touch” to a “multisensory” experience: The impact of technology interface and product type on consumer responses. Psychology & marketing, 38(3), 385-396. https://doi.org/10.1002/mar.21436
Novikov, R. Y., & Zohrabyan, E. P. (2023). Digital transformation of media: Challenges and opportunities. Journal of Digital Economy Research, 1(4), 102–125. https://doi.org/10.24833/14511791-2023-4-102-125
Nunkoo, R., Shukla, A., & Mishra, A. (2024). The role of temporal distance, conspicuous consumption, and multisensory interfaces on consumer judgments in metaverse. Journal of Retailing and Consumer Services, 81, 104037. https://doi.org/10.1016/j.jretconser.2024.104037
Rachmadtullah, R., Setiawan, B., Wasesa, A. J. A., & Wicaksono, J. W. (2023). Elementary school teachers’ perceptions of the potential of metaverse technology as a transformation of interactive learning media in Indonesia. International Journal of Innovative Research and Scientific Studies, 6(1), 128-136. https://doi.org/10.53894/ijirss.v6i1.1119
Research and Markets. (2025). Metaverse – Global strategic business report. https://www.researchandmarkets.com/reports/5548465/metaverse-global-strategic-business-report
Ritonga, M., Farid, A. S., & Manda, V. K. (2024). Media convergence and the development of interactive broadcasting with metaverse technology. Feedback International Journal of Communication, 1(4), 238-249. https://doi.org/10.62569/fijc.v1i4.103
S&P Global. (2024, October). Industrial metaverse research study. https://assets.new.siemens.com/siemens/assets/api/uuid:f6a7c220-bc7e-4bb7-a348-aa2d07c21d77/S-P-Siemens-Industrial-Metaverse-Research-Study-Technology-2024.pdf
Stein, H. (2024). Embracing the next genesis trend: An investment perspective on the metaverse. In Global Perspectives in the Metaverse: Law, Economics, and Finance (pp.145-164). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-54802-4_8
Tajeddini, K., Martin, E., & Altinay, L. (2020). The importance of human-related factors on service innovation and performance. International Journal of Hospitality Management, 85, 102431. https://doi.org/10.1016/j.ijhm.2019.102431
Waiswa, E. (2024). Exploring the challenges and opportunities of digital transformation in media organizations: A case of nation media group Uganda. (Unpublished master's dissertation). Aga Khan University, East Africa. https://ecommons.aku.edu/theses_dissertations/2293
Wang, L., Li, Y., & Yarovaya, L. (2024). Interdependence and portfolio scheme of emerging industry of metaverse. SSRN 4707682. https://dx.doi.org/10.2139/ssrn.4707682
Xi, N., Chen, J., Gama, F., Riar, M., & Hamari, J. (2023). The challenges of entering the metaverse: An experiment on the effect of extended reality on workload. Information Systems Frontiers, 25, 659–680. https://doi.org/10.1007/s10796-022-10244-x
Yau, K. L. A., Saad, N. M., & Chong, Y. W. (2021). Artificial intelligence marketing (AIM) for enhancing customer relationships. Applied Sciences, 11(18), 8562. https://doi.org/10.3390/app11188562
Interdisciplinary Journal of Management Studies
Volume 19, Issue 1
January 2026
Pages 221-246

Files

Share

How to cite

Statistics