Innovation Communication and its Challenges in The Metaverse Era

The emergence of digital technologies in human-computer interactions nowadays has brought new technological landscapes in many fast-paced developed areas including the innovation communication and metaverse. Innovation communication is relatively a new concept in the field of public relations communication, which is one of the most important elements in integrated marketing communications. Current technological trend development in the metaverse platforms may bring many new opportunities in the future as well as challenges for corporations, governments, and societies. This raised further questions on what metaverse qualities would be the most important for marketers to communicate properly to all relevant stakeholders. To answer the above research question, this paper used the qualitative phenomenological research method by using a prior research framework in the field of innovation communication. It combined with some literature review works to explore the progress of the metaverse development approach which was used for further analysis and discussions of this study. Based on further analysis and evaluations, a matrix was then developed to value which metaverse qualities are the most significant for innovation communication among the stakeholders’ model. The study found that the communication of the true metaverse quality on safety was the most important aspect, followed by its innovativeness and inclusivity respectively. The research findings of the study give important considerations for high-tech organizations, especially those who will implement metaverse platforms in the future. Further, the findings can be used to plan carefully innovative communication strategies for all relevant stakeholders through Stakeholders’ Innovation Communication Matrix analysis.