Medavers: A Digital Transformation Model for Media in the Metaverse | ||
| Interdisciplinary Journal of Management Studies | ||
| دوره 19، شماره 1، بهار 2026، صفحه 221-246 اصل مقاله (2.26 M) | ||
| 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 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. | ||
| کلیدواژهها | ||
| Metaverse؛ Digital transformation؛ Media؛ Convergent؛ Intelligent | ||
| مراجع | ||
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