Defining the Metaverse with challenges and opportunities in the business environment

This paper defines the Metaverse in the business environment using a holistic lens, highlighting opportunities and challenges. The research is based on a systematic literature review (SLR) that collects definitions, opportunities and challenges of the Metaverse from the latest marketing and management research streams. A definition of the Metaverse, including opportunities and challenges for the business environment, is provided. Furthermore, the research results highlight the emergence of the Metaverse as a technology that facilitates communication, actor interaction and knowledge dissemination, both for the competitive advantage of companies and for the social interaction of people in society.