Exploring the Potential of the Metaverse for Value Creation: An Analysis of Opportunities, Challenges, and Societal Impact, with a Focus on the Chinese Context

The concept of Metaverse has been gaining popularity in recent years as a virtual universe where users can interact with each other in a shared virtual space using Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR) technologies. This thesis aims to investigate the value creation potential of the Metaverse by exploring its evolution, tools, and core value creation aspects. In the first chapter, the Metaverse concept, its evolution, and the necessary tools for its creation are introduced. The second chapter focuses on the core of the thesis, where the value creation potential of the Metaverse is analysed through various aspects such as social interaction, creativity, and commercial opportunities. However, it is essential to also consider the negative aspects of the Metaverse, which are discussed in the third chapter. Finally, the fourth chapter delves into the Metaverse in China, highlighting its development, unique characteristics, and the challenges it faces. The findings of this thesis will provide insights into the potential of the Metaverse for value creation and its possible impact on society, thereby contributing to the ongoing discourse on the future of virtual worlds.