Neuromanagement of the Metaverse: Direction based on happiness and health could offer a competitive edge in the Metaverse

Neuromanagement of the Metaverse: Direction based on happiness and health could offer a competitive edge in the Metaverse | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Neuromanagement of the Metaverse: Direction based on happiness and health could offer a competitive edge in the Metaverse Antonio González-Morales, Milagro Martín-López, Alejandro Talaminos Barroso This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-3577919/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract The study of the metaverse and its possibilities as a workplace is proposed as a very promising future reality for companies and organisations. It was carried out in a cross-sectional study with a qualitative approach, analysing more than 100 studies found in various major databases under the terms "metaverse", "metaverse management", "metaverse neuromanagement", "management", "metaverse I/O psychology", "neuro-IE" and "neuromanagement". It is now well known that the way in which the work environment, the relationships within it and the emotions generated within it, influence the happiness, health and performance of employees. But what happens in the metaverse with these issues? Emotions and well-being affect decision-making, engagement, health and performance, but this has not yet been explored in the metaverse. While studies exploring these effects in the metaverse are lacking, neuromanagement should not be overlooked as a means of enhancing labour relations, organization, workplaces and possibly providing competitive advantage. Neuroscience can help with workplace design, task organisation, tracking emotional states and other workplace-related issues, including relaxation time, motivational state and many other issues. JEL Classification : M10, M30 Management Cognitive Neuroscience metaverse management neuromanagement neuro-IE Highlights - The study of labour relationships and workplace issues in the metaverse has been insufficient, thus requiring further investigation. - Most research on the metaverse focuses on matters other than the labour relationship between organisations and their worker, organization and workplaces. However, studying such matters is crucial. The investigation of perceptions, relationships, stress, fatigue, motivation, and similar factors is central to the metaverse. - The application of the management to metaverse is considered appropriate to call it Metaverse Management , and the application of neuroscience to management in the metaverse should be called Metaverse Neuromanagement , and could be considered a very effective neurodiscipline for researching labour relationships in the metaverse. This neurodiscipline may even provide organisations with a competitive edge. 1. Introduction The Metaverse has rapidly emerged as a transformative field with immense potential for revolutionising how we live, work, do business, learn and navigate the digital world in parallel to the physical realm (Burdea et al., 2017). This could be accomplished through the use of avatars, allowing individuals to explore various locations and interact with others as though they were actually there. By incorporating an avatar, users can experience a greater sense of immersion within the metaverse (Alaghband, 2022). This approach can generate a genuine sense of participation in a live event for people. In turn, companies could exploit this by offering customers direct service through their avatars in the digital world, potentially leading to new business opportunities. Furthermore, advertising methods such as print and TV commercials, which would require adaptation in line with the virtual setting, would also change accordingly (Hagiu & Wright, 2015 ). To introduce readers to the implications and questions surrounding the metaverse, it is best to quote the authors Huynh-The et al. ( 2023 ) literally, as they have already provided an excellent overview. Since Facebook rebranded itself as Meta, announced by Mark Zuckerberg in October 2021, the marvellous concept of the new name has become a hot trend on social media and received huge attention and much more discussions by various communities, including academia and industry. Besides Meta, some big tech companies have some metaverse investment and development activities, such as Microsoft bought Activision Blizzard, a video game holding company, for $ 68.7 billion as a deal of gaming expansion into the metaverse. Recently, Metaverse Group , a metaverse real estate investment company bought a parcel of land on a decentralized virtual reality platform known as Decentraland for a shocking price $ 2.43 million and recorded as the highest-ever amount for virtual real estate. A famous rapper who bought a plot of land in the Sandbox metaverse for $ 450,000 is Snoop Dogg , in which this rapper can hold virtual events like music festivals and concerts to bring an immersive experience to the audience participating in the virtual world via the virtual reality technology. Soon, the metaverse is realized as the next big technology and currently attracting online game makers, internet finance businesses, social networks, and other technology leaders. The Seoul metropolitan government just very recently announced a plan called Metaverse Seoul that creates a virtual communication ecosystem for all municipal administrative areas, such as culture, tourism, economic, educational, and civic service. Besides providing different business support services and facilities, Metaverse Seoul will offer some specialized services for people with disabilities to take pleasure in safety and convenient content using extended reality (XR) technology. Based on the analysis of Bloomberg Intelligence , the global metaverse revenue opportunity will increase from USD 500 billion in 2020 to USD 800 billion in 2024, in which the online game industry will take half of the global revenue (Kanterman & Naidu, 2021 ). Remarkably, video game companies and studios have some plans to upgrade existing traditional games to three-dimensional (3D) virtual worlds convolving social networks, in which some attractive activities, such as live entertainment and media advertising events, can be held besides gaming. The revenue of virtual reality (VR) hardware and in-game advertisement significantly increases through the advancement of virtual activities in the metaverse. The metaverse is not a new idea because it has circulated along with the development of the Internet and other technologies for decades. [...] Metaverse is the term formed by combining Meta and Universe, which may be first mentioned in the dystopian cyberpunk novel Snow Crash in 1992 to describe a virtual reality world called the matrix (Hackl, 2021 ). At present, the metaverse is defined as a shared virtual 3D world or even multiple cross-platform worlds that can provide users with a comprehensively immersive experience, including interactive and collaborative activities. Besides virtual places and constructions fixed in the virtual world, many other entities, such as objects, user identities, and digital goods, can be exchanged between different virtual worlds and even reflected into the reality world (Park & Kim, 2022 ). Recent years have witnessed an unprecedented explosion of the metaverse, mostly derived from 3D gaming, which is fuelled by the improvement of hardware (e.g., big data storage infrastructure, wireless communication networks, builtin sensors, and graphic processing unit—GPU) and the optimization of software (e.g., resource allocation in communications, language processing, and computer vision) to build the virtual world more solidly and creatively. Different from the traditional metaverse modality that limits immersive experience poorly by insufficient data, the new one not only generates a huge new source of user and behavioural data for enterprises (where users freely make creative content) but also presents a plentiful foundation to deploy artificial intelligence (AI) into various domains, such as natural language processing, computer vision, and neural interface. Besides, a standard platform built for a modern metaverse should satisfy the following characteristics: virtual world, persistence, scalability, always-on with synchronicity, financial allowance, decentralization, security, and interoperability […] By merging AI with other technologies, such as AR/VR, blockchain, and networking, the metaverse can create secure, scalable, and realistic virtual worlds on a reliable and always-on platform. […] Therefore, users’ movements in the real world are projected into the virtual worlds, allowing users to fully control their avatars to interact with other objects in the metaverse comfortably. Moreover, these avatars can engage with many modalities adopted in the real world, such as facial expressions, emotions, body movement, and physical interactions, besides speech recognition and sentiment analysis, which are powered by AI in terms of accuracy and processing speed. […]. Any achievements and outcomes derived from RSC will be used as fabrics to build the metaverse platform, in which AI-driven products will be of considerable importance (pp. 1–3). In the article by Huynh-The et al. ( 2023 ), there is a significant table entitled "Summary of AI-aided technologies with potential for developing the metaverse”. This table includes valuable information for researchers and professionals on technologies that can be useful for the metaverse. However, this is not our primary focus, as this article will concentrate on the aspects related to the workers in this environment, and nothing has been studied in this sense. This article proposes employing technologies to prevent diseases caused by the new work environment and enhance workers' motivation. Currently, there is very limited knowledge of workers fulfilling their job duties in the metaverse. However, businesses and employees alike have undergone extensive remote work as a result of the COVID-19 pandemic, yielding favourable outcomes as well as drawbacks for both parties. Therefore, the metaverse appears to offer a potential hybrid solution (Park et al., 2023). Many businesses have swiftly constructed their virtual sales spaces in the metaverse to ensure their survival and expand market share (Riedl, 2021 ). The project shows great potential with its energetic start and significant interest. However, adaptation of current practices for buying, selling, producing, and service offering is necessary, along with the rules on matters relating to employees. Business models have been changing and synchronizing with the technological evolution of a blockchain and the metaverse product platform, and the industry platform is merging, the physical and digital interactions are higher, and the difference is nearly invisible (IoT “internet of things” plays a key role in this). […] Lastly, the metaverse has a pitfall in smell and touch sensing and the network of people is inconsistent. Therefore, the industry-level ecosystem is the new way of approaching the value chain and the digital understanding of smart contracts. This business model’s pace of progress, both forward and backward, will be determined by the progression of technology and the rates of its acceptance. However, it is quite evident that we are heading in the direction of the metaverse platform business. In this context, the metaverse-based platforms provide the business to sell, ship, and collect payments very easily and securely; in addition, it engages the customers with phygital options, and it integrates the eCommerce sectors. Lastly, the metaverse-based platform enhances sustainability by reducing waste, as it is resulting in the reduction of the carbon footprint (Periyasami & Periyasamy, 2022 :543). The metaverse has both advantages and disadvantages, and it seems clear that the way we interact in it requires a greater cognitive load and generates more mental fatigue (Xi et al., 2022). In 30 minutes, workers could be very tired. However, it may be a feasible and popular option for Generation Z. (Periyasami, & Periyasamy, 2022 ). The metaverse presents various prospects and potential benefits to companies. However, businesses need to adjust their approach and modify their communication methods and operational procedures throughout the value chain to implement them effectively in this new virtual world. Moreover, neuroscience offers a viable solution for companies to achieve this goal (Crespo-Pereira et al., 2023 ). In summary, it can be said that: The metaverse is the conjunction and optimization of the possibilities of the Internet and technology at their best. It is a consequence of the development and evolution of digital society. Technological innovation, fundamentally oriented toward virtual reality, augmented reality, and mixed realities, contributes significantly to the creation of a solid foundation on which to build an entire universe of virtual worlds. This is a universe that, in turn, requires the creation of backbone content for narratives that attract and retain users by capturing their attention to promote a specific ecosystem that transfers the activities of the real world to a virtual one, either projected or recreated. […] It examines the trends in technology, application, and methodology pertaining to the metaverse in the social sciences field, namely marketing and communication and neuroscience, areas that contribute to the understanding of the social dimension of the metaverse phenomenon. Although there is abundant academic literature on the metaverse in computer science, this is not the case in the aforementioned disciplines. Given that the metaverse is destined to become the next Internet revolution, there is a race among countries and brands to position themselves within it, which is expected to intensify in the coming years. The metaverse can contribute to a wide variety of applications of a social nature, which is why it is a highly competitive tool for nations, companies, and academia, as well as the public and private media. The results indicate a technological transformation proposing a future that includes neuro-technologies based on brain–computer interfaces and the metaverse as the setting. This will occur alongside the solidification of the virtual ecosystem thanks to the emergence of digital natives and Gen Z, as well as the convergence of many different technologies and immersive and participatory content, in which the consumer is the provider, owner, and beneficiary (p.1). (Cited in González-Morales et al. 2023 ) After reading Huynh-The et al.'s ( 2023 ) introduction and other authors, one could grasp the potential significance of the metaverse. Upon further analysis of the article, it becomes clear that the metaverse has the potential to become a digital world that runs parallel to our current one, facilitating almost all activities. With this promising prospect, it is no wonder why many companies and professionals are investing in metaverse spaces or land. Hence, scholars and experts ought to examine and prognosticate future trends comprehensively, as such a prospect should not be disregarded. This is crucial to circumvent a scenario similar to the one encountered by certain e-commerce firms, which were outpaced by their fresh rivals. Confirmation comes from Kraus et al. ( 2022 ) who say that Metaverse seems to be a promising future option for doing business and working. Further examination is required to comprehend this nascent virtual realm. In this new digital realm, it is essential to emphasise the disparities between this world and the physical one. It is crucial to note that affective and emotional processes may undergo modifications in the metaverse, resulting in the replacement of one emotion with another. Therefore, additional research is required to broaden our knowledge concerning the effects of digital environments on the human brain (Riva & Wiederhold, 2022 ). Neuroscience has proven to be a valuable tool for investigating emotions, attention, and memory in various corporate-related issues. This field of study could yield significant benefits in exploring virtual environments such as the metaverse. However, there appears to be a paucity of research focusing on immersive virtual environments (Mandolfo et al., 2022). Mandolfo et al. (2022) posit that modifying the perception of senses and emotions can alter behaviour within the metaverse (Dincelli & Yayla, 2022 ). Building on this, Dozio et al. ( 2022 ) suggest that emotions can be modified by altering visual and semantic elements, as well as interactive and dynamic components. Avatars, peripherals and manipulation of the virtual environment can also have an impact on emotions and senses. Virtual agents and avatars have the potential to impact individuals' emotions and enhance their sense of trust and contentment within the metaverse (Dincelli & Yayla, 2022 ). However, further investigation is required to enhance the emotional encounter in the metaverse (Angelini et al., 2022 ). Working in the metaverse presents a unique situation where employees are constantly engaged in a digital universe through their avatars, navigating virtual environments that may or may not accurately reflect their physical counterparts. Therefore, to create workspaces that promote employee well-being, effectiveness, efficiency, motivation, and health, we must apply the same standards and regulations used in physical workspaces within the real world, but adapted to the metaverse environment. Currently, one of the most advanced tools in studying motivation, emotions and stress in different situations in real time is neuroscience (González-Morales et al., 2023 ), and it is possible for it to be applied to operations management or human resources, which is referred to as neuromanagement or neuro-EI. Neuromanagement is a fairly new neurodiscipline; its evolution and some applications can be seen in González-Morales and Lopez (2023). Working in the metaverse may resemble working in physical spaces with a computer, but it is different. Necessary adaptations and differences must be made to suit the metaverse. One could refer to existing studies on labour relations in the physical world, although further investigation is required in the metaverse. As previously highlighted, neuroscience (neuromanagement) is a crucial discipline for this type of research. Within the metaverse, neuromanagement tools must be adapted to its unique characteristics with immersive glasses, headphones, and sensors being necessary for efficient work. This approach would be suitable for examining worker behaviour and requirements, as well as modifying current theories on occupational risk management, motivation, ergonomics, and so on, to suit the metaverse. It seems likely that these theories and workplace norms will require modification. The potential health hazards for individuals working in the metaverse should be a primary consideration when planning workspaces. According to Ellahi et al. ( 2011 ), measures to mitigate these risks should be put in place. "Prolonged computer users, the simultaneous probability of all of these four computer related health disorders is high; carpal tunnel syndrome, computer stress syndrome, computer vision syndrome and musculoskeletal problems [...] The findings confirm that there is an association between frequency of computer use and prevalence of all four health disorders i.e. carpal tunnel syndrome, computer related stress, computer vision syndrome and musculoskeletal disorders among computer users. The data reported that users who use computers daily for more than four hours are more likely to be subjected to the risks of all these four health disorders. However, on an individual basis the findings show that musculoskeletal disorders and carpal tunnel syndrome was not very high among those who use computers more than four hours daily. An assumption can be made that these two disorders are more related to awkward posture whether they work on a computer or not. Computer vision syndrome was found comparatively higher among those who use computers more than four hours daily. This indicates the effects of computer screens in the form of electromagnetic radiations, and the disorders of carpal tunnel syndrome and musculoskeletal disorders indicates the additional risk factors such as working with bent wrists, a lack of rest for the hands and wrists, etc; and improper placement of work materials such as the computer chair. [...] In order to check the awareness level of users about effects of prolonged computer use, they were asked to indicate the cause of their health disorder. It was interesting to observe that the majority are aware of the effects of computer use, and they regard computer work as a cause of their health disorder. This awareness is particularly useful in the sense that if any safety measures are introduced to computer users in order to minimize or prevent further hazardous effects on health (pp. 179–181). On the other hand, working with augmented reality glasses, as stated by Marklin et al. ( 2022 ), entails various factors such as the task at hand, duration of work periods, breaks, environment, and other factors with two different models of devices. These factors may impact the issues discussed in their study: The quality and speed of task performance can be influenced by task duration. Prolonged use of AR devices can cause increased muscle activity in the neck, decreased blinking speed, and potential danger for visually exhausted workers. Up to this point, we have examined the most evident hygiene factors that could potentially impact the health of employees in the metaverse. However, it is important to also consider motivational factors that may enhance employee satisfaction in the metaverse and avoid psychological disorders. Montañés ( 2005 ) conducted a noteworthy study linking emotions with motivation and the development of diseases, depression, anxiety, and stress have been the most extensively studied emotional responses in regards to their relationship with the onset of health disorders. Darwin previously emphasized the importance of emotions as an adaptive mechanism. He asserted that emotions facilitate appropriate conduct and attributed an immensely significant role in adaptation to them. One of the primary functions of emotions is to enable the emergence of relevant behaviours. Their demonstration also allows others to anticipate corresponding conduct, thus having immense value in interpersonal relationships. The correlation between motivation and emotion extends beyond the mere existence of emotional responses in all motivated behaviours. Instead, emotions shape the manifestation of motivated behaviours, guiding them towards specific goals and inducing them to occur with vigour. We can posit that all motivated behaviours trigger an emotional reaction, with emotions subsequently facilitating the emergence of certain motivated behaviours over others. Delaney and Royal (2017) analysed employee motivation as a fundamental aspect of engagement in an article, exploring its antecedents and outcomes, various types of motivation, the interplay between these and how organisations can cultivate and utilise motivation to boost engagement effectively. This study highlights a considerable and unvarying motivation gap, with intrinsic motivation among employees consistently surpassing extrinsic motivation. This discrepancy implies that engagement investments can generate a superior return if motivation is strategically targeted. Thus, we propose suggestions for bridging this gap by incorporating both intrinsic and extrinsic motivating elements within work environments and structures. The objective is to foster a fresh dialogue on engagement and stimulate organizations to deconstruct it to attain a deeper comprehension It is essential to measure motivation initially and then monitor its progress after implementing appropriate measures aimed at enhancing it. With the use of technological equipment, neuromarketing allows the recording and measuring of brain activity and psychophysiological variables associated with different emotional states that occur when a subject is exposed to a stimulus, which are related with its attention and memorization, analysing the two emotional dimensions: arousal and valence (González-Morales, 2018, pp. 9–10). (Cited in González-Morales et al., 2020 :175). The connection between emotion and motivation is tightly knit, given their common experience in any activity characterised by the two main features of motivated behaviour, namely direction and intensity. Emotion triggers motivated behaviour, with energized actions leading to greater vigour. It is worth reiterating that emotion plays an adaptive role in supporting the successful execution of behaviour required for each task. The motivational role of emotion concurs with our previous discourse on the two principal dimensions of emotion: thelike-dislike dimension and the intensity of the affective response. In the same way, if we apply neuroscience to management, we have neuromanagement. It is possible to know the emotional states associated with motivation, memory, fatigue, stress and their influence on the decision-making of employees in companies and organisations (Braidot, 2014 ). The methodology employed by González-Morales ( 2020 ) to measure emotional valence in the time domain through electroencephalography (EEG) within the ecological paradigm proves to be advantageous in determining the valence of emotional states in real time, making it particularly useful for the metaverse. The ecological paradigm enables real-time assessment of the positive or negative perception that individuals have towards their current surroundings, tasks and others, serving as a fundamental tool for workplace design (González-Morales, 2020 ). Furthermore, the research has shown that peripheral psychophysiological meters are a valuable neuromarketing technique. They allow real-time and over time measurement of the arousal, which presents the second dimension of emotion. This, along with EEG are two methods that enable us to determine whether individuals are experiencing attraction or repulsion, as well as the degree to which this is occurring, at any given moment (González-Morales, 2022 ). These two tools enable us to know the emotional states of workers at every moment in the metaverse. Furthermore, the eye tracker modified for use with augmented reality glasses will assist in uncovering what captures attention in the metaverse, tracking gaze direction and measuring blinks. It would be intriguing to utilise micro-expression recognition software, capable of identifying the real-time facial expressions exhibited by individuals whilst interacting within the metaverse (González-Morales, 2022 ; González-Morales et al., 2023 ). Moreover, it could effectively depict the emotional state of the individual's avatar, thus enhancing their experience within the metaverse. Although the present-day AR glasses impede utilisation of this technique due to their covering half of an individual's face during immersion. 2. Materials and methods A literature review was conducted, searching for over 100 articles using the terms "metaverse", "metaverse management", "metaverse neuromanagement", "management", "metaverse I/O psychology" “neuro-IE”, and "neuromanagement". The author employed the methodology outlined by Gonzalez-Morales et al. (2020:175) in their article, as described below. This work has been carried out through cross-sectional exploratory research with a qualitative approach, through which the contributions of different authors have been analysed, with the proposal of providing appropriate scientific theoretical support to each section of this article. The methodological process has been carried out in the following three phases: a. Preparation, in which the scientific basis was investigated. b. Fieldwork, consisting of research into [metaverse, neuromanagement, management, metaverse management, metaverse I/O Psychology, metaverse neuro-IE and metaverse neuromanagement]. c. Content analysis, selection/organization of information and description of the results of the paper found in the second phase. In the preparatory phase, the author’s previous knowledge in the fields of [metaverse, management, neuromanagement, I/O psychology and neuro-IE] has been taken as a basis. Also, the object of the project has been determined defining, in addition, the orientation of the contents that should support the conceptual theoretical framework from which the research starts, which have been proposed to state the different sections of the theoretical framework. The fieldwork has consisted of an intense search for scientific articles through the Google Scholar search engine and through the search engine of the University of Seville library. This has direct access to different databases to which said entity is subscribed; Scopus, Dialnet, Science Direct, Scimago Journal & Country Rank, Journal Citation Reports and other internationally relevant databases. The following word sets have been used as search words without quotes: [“metaverse”, “neuromanagement”, “management”, “metaverse management”, “metaverse I/O Psychology”, “metaverse neuro-IE” and “metaverse neuromanagement”] and their Spanish-language counterparts. The articles found which were directly related to the theme of this article have been compiled, without taking into account the level of impact of the different journals in which they have been published, so we have had knowledge of journals positioned Q1,Q2, etc. At this point in the writing of the article, it is considered essential to offer clarifications, in case any doubt arises. It is not an exhaustive bibliographic review of the articles referred to as a question of study, nor a summary or review of the knowledge that each of the researchers cited have contributed to science, but an investigation that provides an answer to the question posed. Subsequently, an analysis of the content of more than 100 selected works was carried out, from which much knowledge was obtained about [metaverse, management, neuromanagement, I/O psychology and neuro-IE]. Thirty references have been selected for their importance and suitability for creation of the theoretical basis of this article, according to the author’s own criteria, and have been cited in the references section. During this search, no article was found which assesses the suitability of the use of [neuromanagement] as a tool to evaluate the metaverse, nor has any similar work been located. We have also analysed and used the knowledge of the field of neurosciences, which the author had previously obtained […]. The knowledge, which has been considered important for the conformation of the theoretical body of this article, has been selected and grouped, taking into account the section of the theoretical revision to which it was going to give foundation. Subsequently it has been organized in such a way that it would give rise to a text to develop the theoretical body in an orderly manner. 3. Results The metaverse seems destined to be a virtual realm parallel to the physical world, in which it can carry out commercial activities, manufacturing and services with customisation options. As such, it is expected that human work will be carried out on it, with the help of artificial intelligence and other technological innovations. After scrutinising the authors' contributions mentioned, this study has identified what appear to be the main dangers for workers in the metaverse, which have been detected in the bibliographic study and which are explained below, along with potential preventive measures for mitigating the impact of unwanted predicaments via neuromanagement. Furthermore, for the purpose of achieving greater efficiency, neuromanagement should assist in motivating employees, since this is desirable to achieve worker efficiency. Although it has to be said that it is still too early to predict what the specific health risks of working in the metaverse will be, regardless of what is foreseeable( since no studies have been done in this regard and it is still too early for them to emerge) so research in this sense is very necessary. Emotions have been linked with motivation and the development of illnesses. Among emotional responses, depression, anxiety, and stress have received the most extensive consideration regarding their relationship with the onset of health disorders (Montañes, 2005; Delaney & Royal, 2017). There is a correlation between emotions and motivation, suggesting that the emotional state of employees can be used to infer their motivational state. No opposing viewpoints have been identified in the literature. Using EEG and peripheral psychophysiological variables (heart rate, for example), emotional states can be objectively measured (Vecchiato et al., 2014 ). This information can then be used to generate stimuli that induce desired emotional states, thus motivating workers. By regulating emotional states, the risk of developing depression, anxiety, and stress can be mitigated. Additionally, this technique can lead to the identification of motivation states that can enhance employee productivity. Furthermore, there has been detection of several diseases and health issues related to human interaction with digital environments and augmented reality. Using augmented reality, it is necessary to consider the length of work periods; in just 30 minutes, employees may feel fatigued. (Periyasami & Periyasamy, 2022 ). It is also worth noting that this can be influenced by hardware-related strain on the eyes and senses, as well as the nature of the tasks being performed. Workers must wear augmented reality (AR) devices for extended periods daily, leading to increased neck and upper shoulder muscle activity. The tension resulting from prolonged use can be controlled using peripheral psychophysiological meters, particularly surface electromyograms (EMGs) (Vega-Rodríguez et al., 2018). EMGs can help study the types of devices most appropriate for each task, along with other considerations, such as worker activity and rest times, physical exercises to enhance muscle strength, and stretching routines. It may be the case that individuals are better suited to one augmented reality device over another. Therefore, in addition to conducting a subjective assessment and evaluating situational awareness, it is important to measure muscle tension via EMG and monitor stress levels and its evolution across different teams using HR, T and GSR, as well as addressing any other relevant issues. It is possible to use an eye tracker to measure the reduction in blink rate, typical with the use of AR. Employees can then adjust their blinking frequency accordingly, and if necessary, apply eye moisturizer or use any technique or solution. A decrease in blink rate may lead to eye fatigue and dry eye symptoms, which typically afflict individuals with computer vision syndrome (Rosenfeld, 2016 ). Cardona et al. ( 2011 ) discovered that decreased blinking frequency can lead to excessive evaporation of the tear film from the ocular surface, which could cause visual fatigue and discomfort. If working witha mouse, occupational carpal tunnel syndrome may develop as a musculoskeletal disorder or a cumulative trauma injury that develops gradually due to the repeated stress on a particular body part during work (Sabogal, 2017 ), this condition can be controlled with EMG. It is recommended that all relevant knowledge and theories concerning occupational risk management, ergonomics, motivation, and other issues pertaining to metaverse workers be considered and adapted to this universe. Researchers suggest the integration of biometric sensors in headphones and peripheral devices, such as electroencephalography, electrocardiography, electrodermal activity, electromyography, electrogastrography, electrooculography, respiratory rate, and temperature, which can all be implemented in a virtual reality setting (Angelini et al., 2022 ). This idea, applied to augmented reality and distributed in an appropriate way, would be the sensors that would collect all the information with which neuromanagement would be applied. On the basis of the data collected at each moment of the working day and the experiments carried out by the researchers, it will be possible to identify the moments of rest, the moments of continued work, the moment of change of activity, the moments of stress, motivation, rejection, muscular overload and other neuromanagement issues that will prevent occupational diseases in the metaverse and motivate the workers. Recent investigations on human-computer interfaces reflect a rising interest in emotions and virtual reality (VR) (Dozio et al., 2022 ). The study aims to objectively investigate the link between sense perception, physical movement, emotion, and cognition in virtual reality (VR) and physical environments, as well as the potential impact of VR on these functions (Riva & Wiederhold, 2022 ). The study aims to objectively investigate the link between sense perception, physical movement, emotion, and cognition in virtual reality (VR) and physical environments, as well as the potential impact of VR on these functions (Riva & Wiederhold, 2022 ). Additionally, the study highlights the significance of facial expressions in human cognition and communication between humans and machines in VR (Dincelli & Yayla, 2022 ). Riva and Wiederhold ( 2022 ) provide a comprehensive review of the impact of the metaverse on our cognitive and emotional processes, drawing on multidisciplinary research in Computer Science and Neuroscience. Real-time gathering of psychophysiological data provides insights into user attention, concentration, stress levels, commitment, and emotions, which in turn enable the creation of efficient virtual reality applications (Dincelli & Yayla), which confirms everything previously stated. 4. Discussion and conclusions While neurosciences are commonly applied to companies and organizations in order to study consumers' emotional states, the author suggests that they can also aid in discerning hygienic and emotional factors affecting workers in the metaverse. Due to the unique work environment of the metaverse and the shortage of knowledge, implementing neuromanagement in the form of Neuromanagement Metaverse could prove to be crucial in preventing illness, demotivation, excessive exhaustion, and discouragement of workers in the metaverse. Also, when it comes to generating work routines and organizing the task in a way that is motivating for workers that can be a source of competitive advantage. The author suggests using an eye tracker, alongside EEG and peripheral psychophysiological monitors (temperature heart rate, surface electromyography, galvanic skin response and other methods) to determine what the worker is observing, their blink rate, muscle tension, and their emotional state at all times during their immersion in the metaverse All of the above is related and along the lines proposed by the author in this article, indicating that the use of neuromanagement applied in the research, study and generation of new theoretical proposals for management in the metaverse and especially those that focus on the emotional, attentional and ergonomic study of the workers in the metaverse. Specifically, through the EEG ecological paradigm technique and the peripheral psychophysiological variables, in addition to the eyes tracker, it is possible to know the emotions, motivation, stress, possible muscular load, blink reduction and ergonomic issues, of the workers in the metaverse during their immersions in real time, which is fundamental to know everything related to metaverse management in order to developing a virtual workplace. In the metaverse, neuroscience is fundamental. It is possible to monitor emotional valence in real-time using electroencephalography (EEG) with the ecological paradigm. This allows for the assessment of whether individuals are experiencing attraction or rejection towards the task they are doing, stimuli they are seeing, experiencing, or engaging with. It is crucial to differentiate between the ecological paradigm and the event-evoked potential technique that operates within the frequency domain. The latter approach does not provide real-time information. Such data is essential for designing workspaces, organizing work and enhancing motivation, as well as influencing how an avatar in a worker role interacts with others. Furthermore, peripheral psychophysiological monitors enable us to objectively assess emotional arousal, in real time and longitudinally. Together with the EEG, they offer two instruments of analysis to determine the existence, intensity, and direction of emotions (attraction or rejection) experienced by individuals. González-Morales ( 2022 ) highlights how these tools are paramount in controlling the emotional status of workers at different stages of metaverse immersion. Understanding employee emotions allows for insight into their motivation levels, enabling appropriate action to be taken to modify them. Furthermore, maintaining an optimal emotional state can prevent depression, stress and anxiety issues. By managing emotional states, we can address employee motivation, a fundamental aspect of worker productivity and well-being in digital working environments, thereby avoiding psychological illnesses. This could be conducted using electroencephalography in conjunction with heart rate measurement. Similarly, surface electromyography can aid in regulating muscle strain resulting from inadequate posture, especially in the upper regions of the shoulders and neck, which are often impacted by augmented reality gear, as well as the wrist muscles that may lead to carpal tunnel syndrome if using a mouse excessively. This information will help take measures to avoid these symptoms. Finally, the eye tracker integrated into augmented reality spectacles will aid in comprehending what captures the worker's focus in the metaverse environment, such as visual disturbances, data visibility, and other pertinent concerns for the worker in the metaverse. It will also gauge the blinking rhythm to design workouts, techniques, or other measures to avert exhaustion and visual disorders. It would be fascinating to utilise micro-expression recognition software, which has the capability to recognise in real-time the facial expressions of individuals while in the metaverse. Such software could even be utilised to represent the individual's facial expression through their avatar, thus enhancing the metaverse's realism. Although currently available AR glasses present a challenge for using this technique, due to their coverage of half of the individual's face when immersed. It can be stated that through the implementation of neuromanagement, also referred to as neuro-IE by some researchers, it is feasible to practically explore and monitor all expected hazards of working in the metaverse. Additionally, worker motivation can be measured to allow for the appropriate course of action, and ultimately provide a competitive advantage in terms of efficiency. It is important to note that the identification of potential risks in metaverse workers is a prediction, as no studies have yet been found addressing this issue. Limitations and future research Several obstacles have been identified due to the biases that are inherent in this type of analysis, which are based on theoretical elements that lead to a new direction of experimental research. It is advisable that all aspects connected to labour relations in the metaverse are tackled in order to establish a vital scientific foundation that can aid organisations and businesses in improving workers' experiences, motivations, health, and business development as well as relations in the metaverse. The authors plan to conduct further research in this field. Declarations Funding: This work received no external funding. Institutional Review Board Statement: Not applicable. Informed Consent Statement: Not applicable. Data Availability Statement: Not applicable. Conflicts of Interest: The authors declare no conflict of interest. References Alaghband, M. What Is the Metaverse—and What Does It Mean for Business? Available online: https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/what-is-the-metaverse-and-what-does-it-mean-for-business (accessed on 7 October 202+2). Angelini, L., Mecella, M., Liang, H. N., Caon, M., Mugellini, E., Abou Khaled, O., & Bernardini, D. (2022, May). Towards an emotionally augmented metaverse: a framework for recording and analysing physiological data and user behaviour. In 13th augmented human international conference (pp. 1-5). https://doi.org/10.1145/3532530.3532546 Braidot. (2014). Neuromanagement Nueva Edición: Del Management al Neuromanagement (Vol.1). Ediciones Granica S.A. p. 25-34. Burdea, G.C.; Coiffet, P. Virtual Reality Technology ; Wiley: Hoboken, NJ, USA, 2017; ISBN 978-1-119-48572-8. Cardona G., García C., Serés C., Vilaseca M., Gispets J. (2011). Blink rate, blink amplitude, and tear film integrity during dynamic visual display terminal tasks. Current Eye Research , 36, 190–197.doi:10.3109/02713683.2010.544442 Crespo-Pereira, V., Sánchez-Amboage, E., & Membiela-Pollán, M. (2023). Facing the challenges of metaverse: a systematic literature review from Social Sciences and Marketing and Communication. Profesional de la información , 32 (1).https://doi.org/10.3145/epi.2023.ene.02 Dincelli, E., & Yayla, A. (2022). Immersive virtual reality in the age of the Metaverse: A hybrid-narrative review based on the technology affordance perspective. The Journal of Strategic Information Systems , 31 (2), 101717. https://doi.org/10.1016/j.jsis.2022.101717 Dozio, N., Marcolin, F., Scurati, G. W., Ulrich, L., Nonis, F., Vezzetti, E., ... & Ferrise, F. (2022). A design methodology for affective Virtual Reality. International Journal of Human-Computer Studies , 162 , 102791. https://doi.org/10.1016/j.ijhcs.2022.102791 Ellahi, A., Khalil, M. S., & Akram, F. (2011). Computer users at risk: Health disorders associated with prolonged computer use. Journal of Business Management and Economics , 2 (4), 171-182. González-Morales, A. (2020). Right evaluation of marketing stimuli with neuroscience. An electroencephalography experiment. Computers in Human Behavior Reports , 2 , 100030. http://dx.doi.org/10.1016/j.chbr.2020.100030 González-Morales, A. (2022). La optimización de la comunicación POSM “Point of Sale Materials” en productos de compra por impulso mediante neuromarketing. IROCAMM: International Review of Communication and Marketing Mix, 5 (1), 57-71. https://dx.doi.org/10.12795/IROCAMM.2021.v05.i01.05 González-Morales, A., & López, M. M. M. (2023). Neuromanagement in WOS and SCOPUS: a guide to the first twenty years of the 21st century, from 2001 to 2020. González-Morales, A., Mitrovic, J., & Garcia, R. C. (2020). Ecological consumer neuroscience for competitive advantage and business or organizational differentiation. European Research on Management and Business Economics , 26(3), 174-180. http://dx.doi.org/10.1016/j.iedeen.2020.05.001 González-Morales, A., Muñoz-Leiva, F., Martín-López, M., & Tálaminos-Barroso, A. (2023). Metaverse Neuromarketing: a competitive advantage in the metaverse. Hackl, C. (2021). Defining the metaverse today. Forbes , 05-02. Hagiu, A., & Wright, J. (2015). Marketplace or reseller?. Management Science , 61 (1), 184-203. http://dx.doi.org/10.1287/mnsc.2014.2042. Huynh-The, T., Pham, Q. V., Pham, X. Q., Nguyen, T. T., Han, Z., & Kim, D. S. (2023). Artificial intelligence for the metaverse: A survey. Engineering Applications of Artificial Intelligence , 117 , 105581. http://dx.doi.org/10.1016/j.engappai.2022.105581 Kanterman, M., Naidu, N., 2021. Metaverse may be $800 billion market, next techplatform. URL https://www.bloomberg.com/professional/blog/metaverse-may-be-800-billion-market-next-tech-platform/. Kraus, S., Kanbach, D. K., Krysta, P. M., Steinhoff, M. M., & Tomini, N. (2022). Facebook and the creation of the metaverse: radical business model innovation or incremental transformation?. International Journal of Entrepreneurial Behavior & Research , 28(9), 52-77. http://dx.doi.org/10.1108/IJEBR-12-2021-0984 Mandolfo, M., Baisi, F., & Lamberti, L. (2023). How did you feel during the navigation? Influence of emotions on browsing time and interaction frequency in immersive virtual environments. Behaviour & Information Technology , 42 (8), 1216-1229. https://doi.org/10.1080/0144929X.2022.2066570 Marklin Jr, R. W., Toll, A. M., Bauman, E. H., Simmins, J. J., LaDisa Jr, J. F., & Cooper, R. (2022). Do Head-Mounted Augmented Reality Devices Affect Muscle Activity and Eye Strain of Utility Workers Who Do Procedural Work? Studies of Operators and Manhole Workers. Human factors , 64 (2), 305-323. Montañés, M. C. (2005). Psicología de la emoción: el proceso emocional. Universidad de Valencia , 3. Park, S. M., & Kim, Y. G. (2022). A metaverse: Taxonomy, components, applications, and open challenges. IEEE access , 10 , 4209-4251. http://dx.doi.org/10.1109/ACCESS.2021.3140175 Periyasami, S., & Periyasamy, A. P. (2022). Metaverse as future promising platform business model: Case study on fashion value chain. Businesses , 2 (4), 527-545. https://doi.org/10.3390/businesses2040033 Riedl, E., 2021. A look into E-commerce and more in the metaverse. URL https://www.mastercard.com/news/perspectives/2021/ecommerce-metaverseaugmented-mixed-reality/. Riva, G., & Wiederhold, B. K. (2022). What the metaverse is (really) and why we need to know about it. Cyberpsychology, behavior, and social networking , 25 (6), 355-359. https://doi.org/10.1089/cyber.2022.0124 Rosenfeld M. (2016). Computer vision syndrome (a.k.a. digital eye strain). Optometry in Practice , 17, 1–10. Sabogal, I. D. R. E. (2017). Síndrome de túnel carpiano como desorden musculoesquelético de origen laboral. Libre Empresa , 14(2), 229-235. Vecchiato, G., Cherubino, P., Maglione, A. G., Ezquierro, M. T. H., Marinozzi, F., Bini, F., ... & Babiloni, F. (2014). How to measure cerebral correlates of emotions in marketing relevant tasks. Cognitive computation , 6, 856-871. Vega Rodríguez, I. M., Vallejo Velásquez, M. A., & Bolaños Martínez, F. (2018). Uso de la actividad muscular del trapecio para determinación de estrés: Una revisión de la literatura. Revista de Ciencia y Tecnología , (29), 71-78. Xi, N., Chen, J., Gama, F., Riar, M., & Hamari, J. (2023). The challenges of entering the metaverse: An experiment on the effect of extended reality on workload. Information Systems Frontiers , 25 (2), 659-680. http://dx.doi.org/10.1007/s10796-022-10244-x Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-3577919","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":247158609,"identity":"58a13c23-0d57-45a1-be6a-497e0d097558","order_by":0,"name":"Antonio González-Morales","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAvElEQVRIiWNgGAWjYPACCwYG9gbStEgwMPAcIFmLRAKRavn7Vyc+rqiRkJOf+cb4A0NFHRHG33i72fDMMQljg9s5ZhIMZw4TYc2Ns9skG9gkEjdI55gxMLYdIKxDHqzln0T9/JlnjD8w/iPCYQbne7dJNrYB/X6Dx0CCsYGZsBbDG7ybDRv7JAw3nEkrk0g4RoRf5M6f3fiw4ZuNvHz74c0fPtQQ4TDU6EjAoQgV8B8gStkoGAWjYBSMZAAAYwE5/K67e9QAAAAASUVORK5CYII=","orcid":"https://orcid.org/0000-0001-9829-2336","institution":"Univehttps://orcid.org/0000-0001-7240-8652rsidad de Sevilla","correspondingAuthor":true,"prefix":"","firstName":"Antonio","middleName":"","lastName":"González-Morales","suffix":""},{"id":247158610,"identity":"f4d73c19-2800-445e-a7a8-c47eb4b59a61","order_by":1,"name":"Milagro Martín-López","email":"","orcid":"https://orcid.org/0000-0001-7240-8652","institution":"Universidad de Sevilla","correspondingAuthor":false,"prefix":"","firstName":"Milagro","middleName":"","lastName":"Martín-López","suffix":""},{"id":247158656,"identity":"0e90d439-b211-4244-b7b6-347ca8218b0c","order_by":2,"name":"Alejandro Talaminos Barroso","email":"","orcid":"https://orcid.org/0000-0002-5047-5296","institution":"Universidad de Sevilla","correspondingAuthor":false,"prefix":"","firstName":"Alejandro","middleName":"Talaminos","lastName":"Barroso","suffix":""}],"badges":[],"createdAt":"2023-11-08 07:37:46","currentVersionCode":1,"declarations":{"humanSubjects":false,"vertebrateSubjects":false,"conflictsOfInterestStatement":true,"humanSubjectEthicalGuidelines":false,"humanSubjectConsent":false,"humanSubjectClinicalTrial":false,"humanSubjectCaseReport":false,"vertebrateSubjectEthicalGuidelines":false,"coiExplicitlySet":false},"doi":"10.21203/rs.3.rs-3577919/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-3577919/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":46135318,"identity":"3bffb24b-6261-4adf-b0f0-5a212946d3b6","added_by":"auto","created_at":"2023-11-09 06:01:20","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":221715,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-3577919/v1/0f113fd8-3d12-4780-9bba-ed28ff3a5fc3.pdf"}],"financialInterests":"","formattedTitle":"\u003cp\u003e\u003cstrong\u003eNeuromanagement of the Metaverse: Direction based on happiness and health could offer a competitive edge in the Metaverse\u003c/strong\u003e\u003c/p\u003e","fulltext":[{"header":"Highlights ","content":"\u003cp\u003e- The study of labour relationships and workplace issues in the metaverse has been insufficient, thus requiring further investigation.\u003c/p\u003e\n\u003cp\u003e- Most research on the metaverse focuses on matters other than the labour relationship between organisations and their worker, organization and workplaces. However, studying such matters is crucial. The investigation of perceptions, relationships, stress, fatigue, motivation, and similar factors is central to the metaverse.\u003c/p\u003e\n\u003cp\u003e- The application of the management to metaverse is considered appropriate to call it \u003cem\u003eMetaverse Management\u003c/em\u003e, and the application of neuroscience to management in the metaverse should be called \u003cem\u003eMetaverse Neuromanagement\u003c/em\u003e, and could be considered a very effective neurodiscipline for researching labour relationships in the metaverse. This neurodiscipline may even provide organisations with a competitive edge.\u003c/p\u003e"},{"header":"1. Introduction","content":"\u003cp\u003eThe Metaverse has rapidly emerged as a transformative field with immense potential for revolutionising how we live, work, do business, learn and navigate the digital world in parallel to the physical realm (Burdea et al., 2017).\u003c/p\u003e \u003cp\u003eThis could be accomplished through the use of avatars, allowing individuals to explore various locations and interact with others as though they were actually there. By incorporating an avatar, users can experience a greater sense of immersion within the metaverse (Alaghband, 2022).\u003c/p\u003e \u003cp\u003eThis approach can generate a genuine sense of participation in a live event for people. In turn, companies could exploit this by offering customers direct service through their avatars in the digital world, potentially leading to new business opportunities. Furthermore, advertising methods such as print and TV commercials, which would require adaptation in line with the virtual setting, would also change accordingly (Hagiu \u0026amp; Wright, \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2015\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eTo introduce readers to the implications and questions surrounding the metaverse, it is best to quote the authors Huynh-The et al. (\u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2023\u003c/span\u003e) literally, as they have already provided an excellent overview.\u003c/p\u003e \u003cp\u003eSince Facebook rebranded itself as Meta, announced by Mark Zuckerberg in October 2021, the marvellous concept of the new name has become a hot trend on social media and received huge attention and much more discussions by various communities, including academia and industry. Besides Meta, some big tech companies have some metaverse investment and development activities, such as Microsoft bought Activision Blizzard, a video game holding company, for \u003cspan\u003e$\u003c/span\u003e68.7\u0026nbsp;billion as a deal of gaming expansion into the metaverse. Recently, \u003cem\u003eMetaverse Group\u003c/em\u003e, a metaverse real estate investment company bought a parcel of land on a decentralized virtual reality platform known as \u003cem\u003eDecentraland\u003c/em\u003e for a shocking price \u003cspan\u003e$\u003c/span\u003e2.43\u0026nbsp;million and recorded as the highest-ever amount for virtual real estate. A famous rapper who bought a plot of land in the \u003cem\u003eSandbox\u003c/em\u003e metaverse for \u003cspan\u003e$\u003c/span\u003e450,000 is \u003cem\u003eSnoop Dogg\u003c/em\u003e, in which this rapper can hold virtual events like music festivals and concerts to bring an immersive experience to the audience participating in the virtual world via the virtual reality technology. Soon, the metaverse is realized as the next big technology and currently attracting online game makers, internet finance businesses, social networks, and other technology leaders. The Seoul metropolitan government just very recently announced a plan called \u003cem\u003eMetaverse Seoul\u003c/em\u003e that creates a virtual communication ecosystem for all municipal administrative areas, such as culture, tourism, economic, educational, and civic service. Besides providing different business support services and facilities, \u003cem\u003eMetaverse Seoul\u003c/em\u003e will offer some specialized services for people with disabilities to take pleasure in safety and convenient content using extended reality (XR) technology. Based on the analysis of \u003cem\u003eBloomberg Intelligence\u003c/em\u003e, the global metaverse revenue opportunity will increase from USD 500\u0026nbsp;billion in 2020 to USD 800\u0026nbsp;billion in 2024, in which the online game industry will take half of the global revenue (Kanterman \u0026amp; Naidu, \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2021\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eRemarkably, video game companies and studios have some plans to upgrade existing traditional games to three-dimensional (3D) virtual worlds convolving social networks, in which some attractive activities, such as live entertainment and media advertising events, can be held besides gaming. The revenue of virtual reality (VR) hardware and in-game advertisement significantly increases through the advancement of virtual activities in the metaverse. The metaverse is not a new idea because it has circulated along with the development of the Internet and other technologies for decades. [...] Metaverse is the term formed by combining Meta and Universe, which may be first mentioned in the dystopian cyberpunk novel Snow Crash in 1992 to describe a virtual reality world called the matrix (Hackl, \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). At present, the metaverse is defined as a shared virtual 3D world or even multiple cross-platform worlds that can provide users with a comprehensively immersive experience, including interactive and collaborative activities. Besides virtual places and constructions fixed in the virtual world, many other entities, such as objects, user identities, and digital goods, can be exchanged between different virtual worlds and even reflected into the reality world (Park \u0026amp; Kim, \u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Recent years have witnessed an unprecedented explosion of the metaverse, mostly derived from 3D gaming, which is fuelled by the improvement of hardware (e.g., big data storage infrastructure, wireless communication networks, builtin sensors, and graphic processing unit\u0026mdash;GPU) and the optimization of software (e.g., resource allocation in communications, language processing, and computer vision) to build the virtual world more solidly and creatively. Different from the traditional metaverse modality that limits immersive experience poorly by insufficient data, the new one not only generates a huge new source of user and behavioural data for enterprises (where users freely make creative content) but also presents a plentiful foundation to deploy artificial intelligence (AI) into various domains, such as natural language processing, computer vision, and neural interface. Besides, a standard platform built for a modern metaverse should satisfy the following characteristics: virtual world, persistence, scalability, always-on with synchronicity, financial allowance, decentralization, security, and interoperability [\u0026hellip;] By merging AI with other technologies, such as AR/VR, blockchain, and networking, the metaverse can create secure, scalable, and realistic virtual worlds on a reliable and always-on platform. [\u0026hellip;] Therefore, users\u0026rsquo; movements in the real world are projected into the virtual worlds, allowing users to fully control their avatars to interact with other objects in the metaverse comfortably. Moreover, these avatars can engage with many modalities adopted in the real world, such as facial expressions, emotions, body movement, and physical interactions, besides speech recognition and sentiment analysis, which are powered by AI in terms of accuracy and processing speed. [\u0026hellip;]. Any achievements and outcomes derived from RSC will be used as fabrics to build the metaverse platform, in which AI-driven products will be of considerable importance (pp. 1\u0026ndash;3).\u003c/p\u003e \u003cp\u003eIn the article by Huynh-The et al. (\u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2023\u003c/span\u003e), there is a significant table entitled \"Summary of AI-aided technologies with potential for developing the metaverse\u0026rdquo;. This table includes valuable information for researchers and professionals on technologies that can be useful for the metaverse.\u003c/p\u003e \u003cp\u003eHowever, this is not our primary focus, as this article will concentrate on the aspects related to the workers in this environment, and nothing has been studied in this sense. This article proposes employing technologies to prevent diseases caused by the new work environment and enhance workers' motivation.\u003c/p\u003e \u003cp\u003eCurrently, there is very limited knowledge of workers fulfilling their job duties in the metaverse. However, businesses and employees alike have undergone extensive remote work as a result of the COVID-19 pandemic, yielding favourable outcomes as well as drawbacks for both parties. Therefore, the metaverse appears to offer a potential hybrid solution (Park et al., 2023).\u003c/p\u003e \u003cp\u003eMany businesses have swiftly constructed their virtual sales spaces in the metaverse to ensure their survival and expand market share (Riedl, \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2021\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe project shows great potential with its energetic start and significant interest. However, adaptation of current practices for buying, selling, producing, and service offering is necessary, along with the rules on matters relating to employees.\u003c/p\u003e \u003cp\u003eBusiness models have been changing and synchronizing with the technological evolution of a blockchain and the metaverse product platform, and the industry platform is merging, the physical and digital interactions are higher, and the difference is nearly invisible (IoT \u0026ldquo;internet of things\u0026rdquo; plays a key role in this). [\u0026hellip;] Lastly, the metaverse has a pitfall in smell and touch sensing and the network of people is inconsistent. Therefore, the industry-level ecosystem is the new way of approaching the value chain and the digital understanding of smart contracts. This business model\u0026rsquo;s pace of progress, both forward and backward, will be determined by the progression of technology and the rates of its acceptance. However, it is quite evident that we are heading in the direction of the metaverse platform business.\u003c/p\u003e \u003cp\u003eIn this context, the metaverse-based platforms provide the business to sell, ship, and collect payments very easily and securely; in addition, it engages the customers with phygital options, and it integrates the eCommerce sectors. Lastly, the metaverse-based platform enhances sustainability by reducing waste, as it is resulting in the reduction of the carbon footprint (Periyasami \u0026amp; Periyasamy, \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2022\u003c/span\u003e:543).\u003c/p\u003e \u003cp\u003eThe metaverse has both advantages and disadvantages, and it seems clear that the way we interact in it requires a greater cognitive load and generates more mental fatigue (Xi et al., 2022). In 30 minutes, workers could be very tired. However, it may be a feasible and popular option for Generation Z. (Periyasami, \u0026amp; Periyasamy, \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2022\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe metaverse presents various prospects and potential benefits to companies. However, businesses need to adjust their approach and modify their communication methods and operational procedures throughout the value chain to implement them effectively in this new virtual world. Moreover, neuroscience offers a viable solution for companies to achieve this goal (Crespo-Pereira et al., \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2023\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eIn summary, it can be said that:\u003c/p\u003e \u003cp\u003eThe metaverse is the conjunction and optimization of the possibilities of the Internet and technology at their best. It is a consequence of the development and evolution of digital society. Technological innovation, fundamentally oriented toward virtual reality, augmented reality, and mixed realities, contributes significantly to the creation of a solid foundation on which to build an entire universe of virtual worlds. This is a universe that, in turn, requires the creation of backbone content for narratives that attract and retain users by capturing their attention to promote a specific ecosystem that transfers the activities of the real world to a virtual one, either projected or recreated. [\u0026hellip;] It examines the trends in technology, application, and methodology pertaining to the metaverse in the social sciences field, namely marketing and communication and neuroscience, areas that contribute to the understanding of the social dimension of the metaverse phenomenon. Although there is abundant academic literature on the metaverse in computer science, this is not the case in the aforementioned disciplines. Given that the metaverse is destined to become the next Internet revolution, there is a race among countries and brands to position themselves within it, which is expected to intensify in the coming years. The metaverse can contribute to a wide variety of applications of a social nature, which is why it is a highly competitive tool for nations, companies, and academia, as well as the public and private media. The results indicate a technological transformation proposing a future that includes neuro-technologies based on brain\u0026ndash;computer interfaces and the metaverse as the setting. This will occur alongside the solidification of the virtual ecosystem thanks to the emergence of digital natives and Gen Z, as well as the convergence of many different technologies and immersive and participatory content, in which the consumer is the provider, owner, and beneficiary (p.1). (Cited in Gonz\u0026aacute;lez-Morales et al. \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2023\u003c/span\u003e)\u003c/p\u003e \u003cp\u003eAfter reading Huynh-The et al.'s (\u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2023\u003c/span\u003e) introduction and other authors, one could grasp the potential significance of the metaverse. Upon further analysis of the article, it becomes clear that the metaverse has the potential to become a digital world that runs parallel to our current one, facilitating almost all activities. With this promising prospect, it is no wonder why many companies and professionals are investing in metaverse spaces or land. Hence, scholars and experts ought to examine and prognosticate future trends comprehensively, as such a prospect should not be disregarded. This is crucial to circumvent a scenario similar to the one encountered by certain e-commerce firms, which were outpaced by their fresh rivals. Confirmation comes from Kraus et al. (\u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) who say that Metaverse seems to be a promising future option for doing business and working. Further examination is required to comprehend this nascent virtual realm.\u003c/p\u003e \u003cp\u003eIn this new digital realm, it is essential to emphasise the disparities between this world and the physical one.\u003c/p\u003e \u003cp\u003eIt is crucial to note that affective and emotional processes may undergo modifications in the metaverse, resulting in the replacement of one emotion with another. Therefore, additional research is required to broaden our knowledge concerning the effects of digital environments on the human brain (Riva \u0026amp; Wiederhold, \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Neuroscience has proven to be a valuable tool for investigating emotions, attention, and memory in various corporate-related issues. This field of study could yield significant benefits in exploring virtual environments such as the metaverse. However, there appears to be a paucity of research focusing on immersive virtual environments (Mandolfo et al., 2022).\u003c/p\u003e \u003cp\u003eMandolfo et al. (2022) posit that modifying the perception of senses and emotions can alter behaviour within the metaverse (Dincelli \u0026amp; Yayla, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Building on this, Dozio et al. (\u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) suggest that emotions can be modified by altering visual and semantic elements, as well as interactive and dynamic components. Avatars, peripherals and manipulation of the virtual environment can also have an impact on emotions and senses. Virtual agents and avatars have the potential to impact individuals' emotions and enhance their sense of trust and contentment within the metaverse (Dincelli \u0026amp; Yayla, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). However, further investigation is required to enhance the emotional encounter in the metaverse (Angelini et al., \u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2022\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eWorking in the metaverse presents a unique situation where employees are constantly engaged in a digital universe through their avatars, navigating virtual environments that may or may not accurately reflect their physical counterparts.\u003c/p\u003e \u003cp\u003eTherefore, to create workspaces that promote employee well-being, effectiveness, efficiency, motivation, and health, we must apply the same standards and regulations used in physical workspaces within the real world, but adapted to the metaverse environment.\u003c/p\u003e \u003cp\u003eCurrently, one of the most advanced tools in studying motivation, emotions and stress in different situations in real time is neuroscience (Gonz\u0026aacute;lez-Morales et al., \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2023\u003c/span\u003e), and it is possible for it to be applied to operations management or human resources, which is referred to as neuromanagement or neuro-EI. Neuromanagement is a fairly new neurodiscipline; its evolution and some applications can be seen in Gonz\u0026aacute;lez-Morales and Lopez (2023).\u003c/p\u003e \u003cp\u003eWorking in the metaverse may resemble working in physical spaces with a computer, but it is different. Necessary adaptations and differences must be made to suit the metaverse. One could refer to existing studies on labour relations in the physical world, although further investigation is required in the metaverse. As previously highlighted, neuroscience (neuromanagement) is a crucial discipline for this type of research.\u003c/p\u003e \u003cp\u003eWithin the metaverse, neuromanagement tools must be adapted to its unique characteristics with immersive glasses, headphones, and sensors being necessary for efficient work. This approach would be suitable for examining worker behaviour and requirements, as well as modifying current theories on occupational risk management, motivation, ergonomics, and so on, to suit the metaverse. It seems likely that these theories and workplace norms will require modification.\u003c/p\u003e \u003cp\u003eThe potential health hazards for individuals working in the metaverse should be a primary consideration when planning workspaces.\u003c/p\u003e \u003cp\u003eAccording to Ellahi et al. (\u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2011\u003c/span\u003e), measures to mitigate these risks should be put in place. \"Prolonged computer users, the simultaneous probability of all of these four computer related health disorders is high; carpal tunnel syndrome, computer stress syndrome, computer vision syndrome and musculoskeletal problems [...] The findings confirm that there is an association between frequency of computer use and prevalence of all four health disorders i.e. carpal tunnel syndrome, computer related stress, computer vision syndrome and musculoskeletal disorders among computer users. The data reported that users who use computers daily for more than four hours are more likely to be subjected to the risks of all these four health disorders. However, on an individual basis the findings show that musculoskeletal disorders and carpal tunnel syndrome was not very high among those who use computers more than four hours daily. An assumption can be made that these two disorders are more related to awkward posture whether they work on a computer or not. Computer vision syndrome was found comparatively higher among those who use computers more than four hours daily. This indicates the effects of computer screens in the form of electromagnetic radiations, and the disorders of carpal tunnel syndrome and musculoskeletal disorders indicates the additional risk factors such as working with bent wrists, a lack of rest for the hands and wrists, etc; and improper placement of work materials such as the computer chair. [...] In order to check the awareness level of users about effects of prolonged computer use, they were asked to indicate the cause of their health disorder. It was interesting to observe that the majority are aware of the effects of computer use, and they regard computer work as a cause of their health disorder. This awareness is particularly useful in the sense that if any safety measures are introduced to computer users in order to minimize or prevent further hazardous effects on health (pp. 179\u0026ndash;181).\u003c/p\u003e \u003cp\u003eOn the other hand, working with augmented reality glasses, as stated by Marklin et al. (\u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2022\u003c/span\u003e), entails various factors such as the task at hand, duration of work periods, breaks, environment, and other factors with two different models of devices. These factors may impact the issues discussed in their study: The quality and speed of task performance can be influenced by task duration. Prolonged use of AR devices can cause increased muscle activity in the neck, decreased blinking speed, and potential danger for visually exhausted workers.\u003c/p\u003e \u003cp\u003eUp to this point, we have examined the most evident hygiene factors that could potentially impact the health of employees in the metaverse. However, it is important to also consider motivational factors that may enhance employee satisfaction in the metaverse and avoid psychological disorders.\u003c/p\u003e \u003cp\u003eMonta\u0026ntilde;\u0026eacute;s (\u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e2005\u003c/span\u003e) conducted a noteworthy study linking emotions with motivation and the development of diseases, depression, anxiety, and stress have been the most extensively studied emotional responses in regards to their relationship with the onset of health disorders. Darwin previously emphasized the importance of emotions as an adaptive mechanism. He asserted that emotions facilitate appropriate conduct and attributed an immensely significant role in adaptation to them.\u003c/p\u003e \u003cp\u003eOne of the primary functions of emotions is to enable the emergence of relevant behaviours. Their demonstration also allows others to anticipate corresponding conduct, thus having immense value in interpersonal relationships.\u003c/p\u003e \u003cp\u003eThe correlation between motivation and emotion extends beyond the mere existence of emotional responses in all motivated behaviours. Instead, emotions shape the manifestation of motivated behaviours, guiding them towards specific goals and inducing them to occur with vigour. We can posit that all motivated behaviours trigger an emotional reaction, with emotions subsequently facilitating the emergence of certain motivated behaviours over others.\u003c/p\u003e \u003cp\u003eDelaney and Royal (2017) analysed employee motivation as a fundamental aspect of engagement in an article, exploring its antecedents and outcomes, various types of motivation, the interplay between these and how organisations can cultivate and utilise motivation to boost engagement effectively. This study highlights a considerable and unvarying motivation gap, with intrinsic motivation among employees consistently surpassing extrinsic motivation. This discrepancy implies that engagement investments can generate a superior return if motivation is strategically targeted. Thus, we propose suggestions for bridging this gap by incorporating both intrinsic and extrinsic motivating elements within work environments and structures. The objective is to foster a fresh dialogue on engagement and stimulate organizations to deconstruct it to attain a deeper comprehension\u003c/p\u003e \u003cp\u003eIt is essential to measure motivation initially and then monitor its progress after implementing appropriate measures aimed at enhancing it.\u003c/p\u003e \u003cp\u003eWith the use of technological equipment, neuromarketing allows the recording and measuring of brain activity and psychophysiological variables associated with different emotional states that occur when a subject is exposed to a stimulus, which are related with its attention and memorization, analysing the two emotional dimensions: arousal and valence (Gonz\u0026aacute;lez-Morales, 2018, pp. 9\u0026ndash;10). (Cited in Gonz\u0026aacute;lez-Morales et al., \u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2020\u003c/span\u003e:175).\u003c/p\u003e \u003cp\u003eThe connection between emotion and motivation is tightly knit, given their common experience in any activity characterised by the two main features of motivated behaviour, namely direction and intensity. Emotion triggers motivated behaviour, with energized actions leading to greater vigour. It is worth reiterating that emotion plays an adaptive role in supporting the successful execution of behaviour required for each task. The motivational role of emotion concurs with our previous discourse on the two principal dimensions of emotion: thelike-dislike dimension and the intensity of the affective response.\u003c/p\u003e \u003cp\u003eIn the same way, if we apply neuroscience to management, we have neuromanagement. It is possible to know the emotional states associated with motivation, memory, fatigue, stress and their influence on the decision-making of employees in companies and organisations (Braidot, \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2014\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe methodology employed by Gonz\u0026aacute;lez-Morales (\u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2020\u003c/span\u003e) to measure emotional valence in the time domain through electroencephalography (EEG) within the ecological paradigm proves to be advantageous in determining the valence of emotional states in real time, making it particularly useful for the metaverse. The ecological paradigm enables real-time assessment of the positive or negative perception that individuals have towards their current surroundings, tasks and others, serving as a fundamental tool for workplace design (Gonz\u0026aacute;lez-Morales, \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2020\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eFurthermore, the research has shown that peripheral psychophysiological meters are a valuable neuromarketing technique. They allow real-time and over time measurement of the arousal, which presents the second dimension of emotion. This, along with EEG are two methods that enable us to determine whether individuals are experiencing attraction or repulsion, as well as the degree to which this is occurring, at any given moment (Gonz\u0026aacute;lez-Morales, \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2022\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThese two tools enable us to know the emotional states of workers at every moment in the metaverse. Furthermore, the eye tracker modified for use with augmented reality glasses will assist in uncovering what captures attention in the metaverse, tracking gaze direction and measuring blinks.\u003c/p\u003e \u003cp\u003eIt would be intriguing to utilise micro-expression recognition software, capable of identifying the real-time facial expressions exhibited by individuals whilst interacting within the metaverse (Gonz\u0026aacute;lez-Morales, \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Gonz\u0026aacute;lez-Morales et al., \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Moreover, it could effectively depict the emotional state of the individual's avatar, thus enhancing their experience within the metaverse. Although the present-day AR glasses impede utilisation of this technique due to their covering half of an individual's face during immersion.\u003c/p\u003e"},{"header":"2. Materials and methods","content":"\u003cp\u003eA literature review was conducted, searching for over 100 articles using the terms \"metaverse\", \"metaverse management\", \"metaverse neuromanagement\", \"management\", \"metaverse I/O psychology\" \u0026ldquo;neuro-IE\u0026rdquo;, and \"neuromanagement\".\u003c/p\u003e\n\u003cp\u003eThe author employed the methodology outlined by Gonzalez-Morales et al. (2020:175) in their article, as described below.\u003c/p\u003e\n\u003cp\u003eThis work has been carried out through cross-sectional exploratory research with a qualitative approach, through which the contributions of different authors have been analysed, with the proposal of providing appropriate scientific theoretical support to each section of this article.\u003c/p\u003e\n\u003cp\u003eThe methodological process has been carried out in the following three phases:\u003c/p\u003e\n\u003cp\u003ea. Preparation, in which the scientific basis was investigated.\u003c/p\u003e\n\u003cp\u003eb. Fieldwork, consisting of research into [metaverse, neuromanagement, management, metaverse management, metaverse I/O Psychology, metaverse neuro-IE and metaverse neuromanagement].\u003c/p\u003e\n\u003cp\u003ec. Content analysis, selection/organization of information and description of the results of the paper found in the second phase.\u003c/p\u003e\n\u003cp\u003eIn the preparatory phase, the author\u0026rsquo;s previous knowledge in the fields of [metaverse, management, neuromanagement, I/O psychology and neuro-IE] has been taken as a basis. Also, the object of the project has been determined defining, in addition, the orientation of the contents that should support the conceptual theoretical framework from which the research starts, which have been proposed to state the different sections of the theoretical framework.\u003c/p\u003e\n\u003cp\u003eThe fieldwork has consisted of an intense search for scientific articles through the Google Scholar search engine and through the search engine of the University of Seville library.\u003c/p\u003e\n\u003cp\u003eThis has direct access to different databases to which said entity is subscribed; Scopus, Dialnet, Science Direct, Scimago Journal \u0026amp; Country Rank, Journal Citation Reports and other internationally relevant databases.\u003c/p\u003e\n\u003cp\u003eThe following word sets have been used as search words without quotes: [\u0026ldquo;metaverse\u0026rdquo;, \u0026ldquo;neuromanagement\u0026rdquo;, \u0026ldquo;management\u0026rdquo;, \u0026ldquo;metaverse management\u0026rdquo;, \u0026ldquo;metaverse I/O Psychology\u0026rdquo;, \u0026ldquo;metaverse neuro-IE\u0026rdquo; and \u0026ldquo;metaverse neuromanagement\u0026rdquo;] and their Spanish-language counterparts.\u003c/p\u003e\n\u003cp\u003eThe articles found which were directly related to the theme of this article have been compiled, without taking into account the level of impact of the different journals in which they have been published, so we have had knowledge of journals positioned Q1,Q2, etc.\u003c/p\u003e\n\u003cp\u003eAt this point in the writing of the article, it is considered essential to offer clarifications, in case any doubt arises. It is not an exhaustive bibliographic review of the articles referred to as a question of study, nor a summary or review of the knowledge that each of the researchers cited have contributed to science, but an investigation that provides an answer to the question posed.\u003c/p\u003e\n\u003cp\u003eSubsequently, an analysis of the content of more than 100 selected works was carried out, from which much knowledge was obtained about [metaverse, management, neuromanagement, I/O psychology and neuro-IE].\u003c/p\u003e\n\u003cp\u003eThirty references have been selected for their importance and suitability for creation of the theoretical basis of this article, according to the author\u0026rsquo;s own criteria, and have been cited in the references section.\u003c/p\u003e\n\u003cp\u003eDuring this search, no article was found which assesses the suitability of the use of [neuromanagement] as a tool to evaluate the metaverse, nor has any similar work been located.\u003c/p\u003e\n\u003cp\u003eWe have also analysed and used the knowledge of the field of neurosciences, which the author had previously obtained [\u0026hellip;].\u003c/p\u003e\n\u003cp\u003eThe knowledge, which has been considered important for the conformation of the theoretical body of this article, has been selected and grouped, taking into account the section of the theoretical revision to which it was going to give foundation. Subsequently it has been organized in such a way that it would give rise to a text to develop the theoretical body in an orderly manner.\u003c/p\u003e"},{"header":"3. Results","content":"\u003cp\u003eThe metaverse seems destined to be a virtual realm parallel to the physical world, in which it can carry out commercial activities, manufacturing and services with customisation options. As such, it is expected that human work will be carried out on it, with the help of artificial intelligence and other technological innovations.\u003c/p\u003e \u003cp\u003eAfter scrutinising the authors' contributions mentioned, this study has identified what appear to be the main dangers for workers in the metaverse, which have been detected in the bibliographic study and which are explained below, along with potential preventive measures for mitigating the impact of unwanted predicaments via neuromanagement. Furthermore, for the purpose of achieving greater efficiency, neuromanagement should assist in motivating employees, since this is desirable to achieve worker efficiency.\u003c/p\u003e \u003cp\u003eAlthough it has to be said that it is still too early to predict what the specific health risks of working in the metaverse will be, regardless of what is foreseeable( since no studies have been done in this regard and it is still too early for them to emerge) so research in this sense is very necessary.\u003c/p\u003e \u003cp\u003eEmotions have been linked with motivation and the development of illnesses. Among emotional responses, depression, anxiety, and stress have received the most extensive consideration regarding their relationship with the onset of health disorders (Monta\u0026ntilde;es, 2005; Delaney \u0026amp; Royal, 2017).\u003c/p\u003e \u003cp\u003eThere is a correlation between emotions and motivation, suggesting that the emotional state of employees can be used to infer their motivational state. No opposing viewpoints have been identified in the literature. Using EEG and peripheral psychophysiological variables (heart rate, for example), emotional states can be objectively measured (Vecchiato et al., \u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). This information can then be used to generate stimuli that induce desired emotional states, thus motivating workers. By regulating emotional states, the risk of developing depression, anxiety, and stress can be mitigated. Additionally, this technique can lead to the identification of motivation states that can enhance employee productivity.\u003c/p\u003e \u003cp\u003eFurthermore, there has been detection of several diseases and health issues related to human interaction with digital environments and augmented reality.\u003c/p\u003e \u003cp\u003eUsing augmented reality, it is necessary to consider the length of work periods; in just 30 minutes, employees may feel fatigued. (Periyasami \u0026amp; Periyasamy, \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). It is also worth noting that this can be influenced by hardware-related strain on the eyes and senses, as well as the nature of the tasks being performed.\u003c/p\u003e \u003cp\u003eWorkers must wear augmented reality (AR) devices for extended periods daily, leading to increased neck and upper shoulder muscle activity. The tension resulting from prolonged use can be controlled using peripheral psychophysiological meters, particularly surface electromyograms (EMGs) (Vega-Rodr\u0026iacute;guez et al., 2018). EMGs can help study the types of devices most appropriate for each task, along with other considerations, such as worker activity and rest times, physical exercises to enhance muscle strength, and stretching routines.\u003c/p\u003e \u003cp\u003eIt may be the case that individuals are better suited to one augmented reality device over another. Therefore, in addition to conducting a subjective assessment and evaluating situational awareness, it is important to measure muscle tension via EMG and monitor stress levels and its evolution across different teams using HR, T and GSR, as well as addressing any other relevant issues.\u003c/p\u003e \u003cp\u003eIt is possible to use an eye tracker to measure the reduction in blink rate, typical with the use of AR. Employees can then adjust their blinking frequency accordingly, and if necessary, apply eye moisturizer or use any technique or solution. A decrease in blink rate may lead to eye fatigue and dry eye symptoms, which typically afflict individuals with computer vision syndrome (Rosenfeld, \u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e2016\u003c/span\u003e). Cardona et al. (\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e2011\u003c/span\u003e) discovered that decreased blinking frequency can lead to excessive evaporation of the tear film from the ocular surface, which could cause visual fatigue and discomfort.\u003c/p\u003e \u003cp\u003eIf working witha mouse, occupational carpal tunnel syndrome may develop as a musculoskeletal disorder or a cumulative trauma injury that develops gradually due to the repeated stress on a particular body part during work (Sabogal, \u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2017\u003c/span\u003e), this condition can be controlled with EMG.\u003c/p\u003e \u003cp\u003eIt is recommended that all relevant knowledge and theories concerning occupational risk management, ergonomics, motivation, and other issues pertaining to metaverse workers be considered and adapted to this universe.\u003c/p\u003e \u003cp\u003eResearchers suggest the integration of biometric sensors in headphones and peripheral devices, such as electroencephalography, electrocardiography, electrodermal activity, electromyography, electrogastrography, electrooculography, respiratory rate, and temperature, which can all be implemented in a virtual reality setting (Angelini et al., \u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2022\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThis idea, applied to augmented reality and distributed in an appropriate way, would be the sensors that would collect all the information with which neuromanagement would be applied. On the basis of the data collected at each moment of the working day and the experiments carried out by the researchers, it will be possible to identify the moments of rest, the moments of continued work, the moment of change of activity, the moments of stress, motivation, rejection, muscular overload and other neuromanagement issues that will prevent occupational diseases in the metaverse and motivate the workers.\u003c/p\u003e \u003cp\u003eRecent investigations on human-computer interfaces reflect a rising interest in emotions and virtual reality (VR) (Dozio et al., \u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). The study aims to objectively investigate the link between sense perception, physical movement, emotion, and cognition in virtual reality (VR) and physical environments, as well as the potential impact of VR on these functions (Riva \u0026amp; Wiederhold, \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). The study aims to objectively investigate the link between sense perception, physical movement, emotion, and cognition in virtual reality (VR) and physical environments, as well as the potential impact of VR on these functions (Riva \u0026amp; Wiederhold, \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Additionally, the study highlights the significance of facial expressions in human cognition and communication between humans and machines in VR (Dincelli \u0026amp; Yayla, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Riva and Wiederhold (\u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) provide a comprehensive review of the impact of the metaverse on our cognitive and emotional processes, drawing on multidisciplinary research in Computer Science and Neuroscience. Real-time gathering of psychophysiological data provides insights into user attention, concentration, stress levels, commitment, and emotions, which in turn enable the creation of efficient virtual reality applications (Dincelli \u0026amp; Yayla), which confirms everything previously stated.\u003c/p\u003e"},{"header":"4. Discussion and conclusions","content":"\u003cp\u003eWhile neurosciences are commonly applied to companies and organizations in order to study consumers' emotional states, the author suggests that they can also aid in discerning hygienic and emotional factors affecting workers in the metaverse.\u003c/p\u003e \u003cp\u003eDue to the unique work environment of the metaverse and the shortage of knowledge, implementing neuromanagement in the form of Neuromanagement Metaverse could prove to be crucial in preventing illness, demotivation, excessive exhaustion, and discouragement of workers in the metaverse. Also, when it comes to generating work routines and organizing the task in a way that is motivating for workers that can be a source of competitive advantage.\u003c/p\u003e \u003cp\u003eThe author suggests using an eye tracker, alongside EEG and peripheral psychophysiological monitors (temperature heart rate, surface electromyography, galvanic skin response and other methods) to determine what the worker is observing, their blink rate, muscle tension, and their emotional state at all times during their immersion in the metaverse\u003c/p\u003e \u003cp\u003eAll of the above is related and along the lines proposed by the author in this article, indicating that the use of neuromanagement applied in the research, study and generation of new theoretical proposals for management in the metaverse and especially those that focus on the emotional, attentional and ergonomic study of the workers in the metaverse.\u003c/p\u003e \u003cp\u003eSpecifically, through the EEG ecological paradigm technique and the peripheral psychophysiological variables, in addition to the eyes tracker, it is possible to know the emotions, motivation, stress, possible muscular load, blink reduction and ergonomic issues, of the workers in the metaverse during their immersions in real time, which is fundamental to know everything related to metaverse management in order to developing a virtual workplace. In the metaverse, neuroscience is fundamental.\u003c/p\u003e \u003cp\u003eIt is possible to monitor emotional valence in real-time using electroencephalography (EEG) with the ecological paradigm. This allows for the assessment of whether individuals are experiencing attraction or rejection towards the task they are doing, stimuli they are seeing, experiencing, or engaging with. It is crucial to differentiate between the ecological paradigm and the event-evoked potential technique that operates within the frequency domain. The latter approach does not provide real-time information. Such data is essential for designing workspaces, organizing work and enhancing motivation, as well as influencing how an avatar in a worker role interacts with others.\u003c/p\u003e \u003cp\u003eFurthermore, peripheral psychophysiological monitors enable us to objectively assess emotional arousal, in real time and longitudinally. Together with the EEG, they offer two instruments of analysis to determine the existence, intensity, and direction of emotions (attraction or rejection) experienced by individuals. Gonz\u0026aacute;lez-Morales (\u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) highlights how these tools are paramount in controlling the emotional status of workers at different stages of metaverse immersion.\u003c/p\u003e \u003cp\u003eUnderstanding employee emotions allows for insight into their motivation levels, enabling appropriate action to be taken to modify them. Furthermore, maintaining an optimal emotional state can prevent depression, stress and anxiety issues. By managing emotional states, we can address employee motivation, a fundamental aspect of worker productivity and well-being in digital working environments, thereby avoiding psychological illnesses.\u003c/p\u003e \u003cp\u003eThis could be conducted using electroencephalography in conjunction with heart rate measurement.\u003c/p\u003e \u003cp\u003eSimilarly, surface electromyography can aid in regulating muscle strain resulting from inadequate posture, especially in the upper regions of the shoulders and neck, which are often impacted by augmented reality gear, as well as the wrist muscles that may lead to carpal tunnel syndrome if using a mouse excessively. This information will help take measures to avoid these symptoms.\u003c/p\u003e \u003cp\u003eFinally, the eye tracker integrated into augmented reality spectacles will aid in comprehending what captures the worker's focus in the metaverse environment, such as visual disturbances, data visibility, and other pertinent concerns for the worker in the metaverse. It will also gauge the blinking rhythm to design workouts, techniques, or other measures to avert exhaustion and visual disorders.\u003c/p\u003e \u003cp\u003eIt would be fascinating to utilise micro-expression recognition software, which has the capability to recognise in real-time the facial expressions of individuals while in the metaverse. Such software could even be utilised to represent the individual's facial expression through their avatar, thus enhancing the metaverse's realism. Although currently available AR glasses present a challenge for using this technique, due to their coverage of half of the individual's face when immersed.\u003c/p\u003e \u003cp\u003eIt can be stated that through the implementation of neuromanagement, also referred to as neuro-IE by some researchers, it is feasible to practically explore and monitor all expected hazards of working in the metaverse. Additionally, worker motivation can be measured to allow for the appropriate course of action, and ultimately provide a competitive advantage in terms of efficiency. It is important to note that the identification of potential risks in metaverse workers is a prediction, as no studies have yet been found addressing this issue.\u003c/p\u003e \u003cp\u003e \u003cb\u003eLimitations and future research\u003c/b\u003e \u003c/p\u003e \u003cp\u003eSeveral obstacles have been identified due to the biases that are inherent in this type of analysis, which are based on theoretical elements that lead to a new direction of experimental research.\u003c/p\u003e \u003cp\u003eIt is advisable that all aspects connected to labour relations in the metaverse are tackled in order to establish a vital scientific foundation that can aid organisations and businesses in improving workers' experiences, motivations, health, and business development as well as relations in the metaverse.\u003c/p\u003e \u003cp\u003eThe authors plan to conduct further research in this field.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003eFunding: This work received no external funding.\u003c/p\u003e\n\u003cp\u003eInstitutional Review Board Statement: Not applicable.\u003c/p\u003e\n\u003cp\u003eInformed Consent Statement: Not applicable.\u003c/p\u003e\n\u003cp\u003eData Availability Statement: Not applicable.\u003c/p\u003e\n\u003cp\u003eConflicts of Interest: The authors declare no conflict of interest.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eAlaghband, M. 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The challenges of entering the metaverse: An experiment on the effect of extended reality on workload. \u003cem\u003eInformation Systems Frontiers\u003c/em\u003e, \u003cem\u003e25\u003c/em\u003e(2), 659-680. http://dx.doi.org/10.1007/s10796-022-10244-x\u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":true,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"metaverse, management, neuromanagement, neuro-IE","lastPublishedDoi":"10.21203/rs.3.rs-3577919/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-3577919/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThe study of the metaverse and its possibilities as a workplace is proposed as a very promising future reality for companies and organisations. It was carried out in a cross-sectional study with a qualitative approach, analysing more than 100 studies found in various major databases under the terms \"metaverse\", \"metaverse management\", \"metaverse neuromanagement\", \"management\", \"metaverse I/O psychology\", \"neuro-IE\" and \"neuromanagement\". It is now well known that the way in which the work environment, the relationships within it and the emotions generated within it, influence the happiness, health and performance of employees. But what happens in the metaverse with these issues? Emotions and well-being affect decision-making, engagement, health and performance, but this has not yet been explored in the metaverse. While studies exploring these effects in the metaverse are lacking, neuromanagement should not be overlooked as a means of enhancing labour relations, organization, workplaces and possibly providing competitive advantage. Neuroscience can help with workplace design, task organisation, tracking emotional states and other workplace-related issues, including relaxation time, motivational state and many other issues.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJEL Classification\u003c/strong\u003e: M10, M30\u003c/p\u003e","manuscriptTitle":"Neuromanagement of the Metaverse: Direction based on happiness and health could offer a competitive edge in the Metaverse","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2023-11-09 05:53:12","doi":"10.21203/rs.3.rs-3577919/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"57a10794-9db0-4f94-959c-fb58fccb42e0","owner":[],"postedDate":"November 9th, 2023","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":26094976,"name":"Management"},{"id":26094977,"name":"Cognitive Neuroscience"}],"tags":[],"updatedAt":"2023-11-09T05:53:12+00:00","versionOfRecord":[],"versionCreatedAt":"2023-11-09 05:53:12","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-3577919","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-3577919","identity":"rs-3577919","version":["v1"]},"buildId":"_2-kVJe1T_tPrBINL-cwx","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}