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Mousavi, Seyedeh Tahereh, Faezy Razi, Farshad, Danaei, Abolfazl. (1404). Medavers: a Digital Transformation Model for Media in the Metaverse. , (), -. doi: 10.22059/ijms.2025.395001.677621
Seyedeh Tahereh Mousavi; Farshad Faezy Razi; Abolfazl Danaei. "Medavers: a Digital Transformation Model for Media in the Metaverse". , , , 1404, -. doi: 10.22059/ijms.2025.395001.677621
Mousavi, Seyedeh Tahereh, Faezy Razi, Farshad, Danaei, Abolfazl. (1404). 'Medavers: a Digital Transformation Model for Media in the Metaverse', , (), pp. -. doi: 10.22059/ijms.2025.395001.677621
Mousavi, Seyedeh Tahereh, Faezy Razi, Farshad, Danaei, Abolfazl. Medavers: a Digital Transformation Model for Media in the Metaverse. , 1404; (): -. doi: 10.22059/ijms.2025.395001.677621

Medavers: a Digital Transformation Model for Media in the Metaverse

Interdisciplinary Journal of Management Studies
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 24 مرداد 1404
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2025.395001.677621
نویسندگان
Seyedeh Tahereh Mousavi1؛ Farshad Faezy Razi* 2؛ Abolfazl Danaei3
1PhD Student in Media Management, Department of Media Management, Se.C., Islamic Azad University, Semnan, Iran;
2Associate Professor, Department of Industrial Management, Se.C., Islamic Azad University, Semnan, Iran.
3Associate professor, Department of Media Management, Se.C., Islamic Azad University, Semnan, Iran
چکیده
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.
کلیدواژه‌ها
Metaverse؛ Digital transformation؛ Media؛ Convergent؛ Intelligent
آمار
تعداد مشاهده مقاله: 91





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