In 2024, Al-Ahliyya Amman University launched a pioneering interdisciplinary research project titled “Metaverse Adoption and Impact: A Multidisciplinary Exploration Across Government, Retail, Education, and Banking.” Spearheaded by Dr. Ahmad Al-Adwan and supported by the Deanship of Scientific Research and the Hourani Center for Applied Scientific Research, the project aimed to explore the transformative potential of metaverse technologies across key sectors of public and private life. The initiative responded to a growing global need to understand how immersive digital environments could reshape interaction, governance, commerce, learning, and financial services.
This research effort produced twelve peer-reviewed studies published in Scopus and Web of Science-indexed journals, collectively receiving over 300 academic citations—a testament to their relevance and scholarly impact. Each publication focused on a specific domain, providing evidence-based insights into sector-specific drivers, barriers, and adoption outcomes related to the metaverse. The methodology integrated technology acceptance frameworks such as UTAUT2 and TAM with dual-factor theory, sentiment analysis, and hybrid SEM-ANN modeling, marking a novel analytical contribution to the field.
In the government sector, the project examined how immersive platforms could enhance digital governance, transparency, and citizen participation. While the findings highlighted considerable opportunities for improving public service delivery through virtual environments, they also drew attention to ongoing challenges involving digital policy gaps, cybersecurity, and user accessibility. The retail-focused research, on the other hand, demonstrated how meta-commerce is influencing purchasing behavior through gamification and virtual store experiences. It identified trust, usability, and cultural adaptability as key enablers of consumer engagement.
A significant outcome of the project lies in its application to the education sector. The research team demonstrated how metaverse-integrated learning environments could significantly improve student engagement, collaboration, and retention. These findings were translated into practice through the E-Learning Center at Al-Ahliyya Amman University, which integrated metaverse tools into its digital education infrastructure. The result was a tangible enhancement in student learning experiences and pedagogical innovation.
In banking and financial services, the project offered a forward-looking analysis of how metaverse technologies can redefine digital transactions, virtual customer interaction, and financial product accessibility. Although regulatory and cybersecurity issues remain obstacles, the research established a foundation for future innovation in immersive fintech services.
Beyond its academic contributions, the project had clear institutional and societal impacts. It helped position the university as a regional leader in immersive education, while also engaging local policymakers, industry partners, and academic peers in broader conversations about digital transformation. The project directly supports several United Nations Sustainable Development Goals, including SDG 4 (quality education), SDG 9 (industry and innovation), SDG 16 (strong institutions), and SDG 17 (cross-sector collaboration).
By grounding an emerging global technology in rigorous, locally relevant research, the project exemplifies the university’s commitment to excellence, interdisciplinarity, and societal relevance. It stands as a scalable, replicable model for integrating metaverse innovations into real-world institutional contexts—bridging the gap between digital vision and practical implementation across the Arab world.
