The term metaverse is described as the next iteration of the Internet. Metaverse is a virtual platform that uses extended reality technologies, i.e. augmented reality, virtual reality, mixed reality, 3D graphics, and other emerging technologies to allow real-time interactions and experiences in ways that are not possible in the physical world. Companies have begun to notice the impact of the metaverse and how it may help maximize profits. The purpose of this paper is to offer perspectives on several important areas, i.e. marketing, tourism, manufacturing, operations management, education, the retailing industry, banking services, healthcare, and human resource management that are likely to be impacted by the adoption and use of a metaverse. Each includes an overview, opportunities, challenges, and a potential research agenda.

Digital transformation has had an unprecedented influence on all sectors of business over the last decade. We are now entering an era characterized by the extensive digital transformation of businesses, society, and consumers. Therefore, digital transformation has become a pivotal focus for organizations across various sectors in recent years. Despite differing scholarly perspectives on the concept and elements of digital transformation, a consensus exists that it significantly impacts consumer decisions and necessitates organizational adaptation. Recent challenges such as the COVID‐19 pandemic have further accelerated the need for digital transformation and its effects on consumers. This necessitates an editorial perspective on this most important topic to establish future research agenda encompassing the various dimensions of digital transformation. The purpose of this editorial perspective is to review research on digital transformation from a multidisciplinary viewpoint and provide insights into several key domains—Internet‐of‐Things, social media, mobile apps, artificial intelligence, augmented and virtual reality, the metaverse, and corporate digital responsibility—that are poised to fuel the pace of digital transformation. Each domain is analyzed through a lens of introduction, role, importance, multifaceted impact, and conclusions. Future research directions are suggested.

Purpose – The primary purpose of this paper is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e-consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being under-explored. Design/methodology/approach – The paper is discursive, based on analysis and synthesis of e-consumer literature. Findings – Despite a broad spectrum of disciplines that investigate e-consumer behaviour and despite this special issue in the area of marketing, there are still areas open for research into e-consumer behaviour in marketing, for example the role of image, trust and e-interactivity. The paper develops a model to explain e-consumer behaviour. Research limitations/implications – As a conceptual paper, the study is limited to literature and prior empirical research. It offers the benefit of new research directions for e-retailers in understanding and satisfying e-consumers. The paper provides researchers with a proposed integrated model of e-consumer behaviour. Originality/value – The paper links a significant body of literature within a unifying theoretical framework and identifies of under-researched areas of e-consumer behaviour in a marketing context.