Digi & the Metaverse

There are numerous studies of selves and individuals’ behavior on the internet. We focus here on the effects of digital consumption on users’ behavior. This review is a contribution to the earlier work on consumer research and digital behaviors We find that human–machine interactions raise multiple theoretical and practical issues. In considering these issues, we question and address the affordances of the metaverse, multiple selves, digital extended self, avatars, and consumers in the metaverse digital environment.