Inclusive metaverse services: how desired self-identity shapes service evaluations and disability acceptance

What is it about?

The metaverse represents an emerging service platform offering advanced assistive technologies, accessible settings and opportunities for inclusive participation. It has the potential to significantly enhance the participation, self-expression and engagement of people with disabilities (PWD) in digital service environments. This study aims to address a significant gap in services marketing literature by investigating how desired self-identity (DSI) expression influences PWD’s perceived usefulness of the metaverse platform and perceived advertising value within the service environment and how advertising value as a service touchpoint affects disability acceptance.

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Why is it important?

This study contributes to services marketing scholarship by extending self-congruity theory into immersive virtual service environments, demonstrating how self-brand congruence mechanisms operate within digital service platforms.

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