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This research aims to investigate and identify the crucial dark dimensions associated with the metaverse platforms.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Employing a qualitative phenomenological methodology, the authors interviewed 45 metaverse users to unravel dark dimensions related to the metaverse. Analyzing the themes extracted from the participants' insights revealed an alignment with the underpinnings of the Technology Threat Avoidance (TTA) theory.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The findings of this study revealed seven major dark dimensions: addiction and dependency, isolation and loneliness, mental health issues, privacy and security, cyberbullying and harassment, digital identity theft and financial exploitation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The study helps organizations and metaverse platforms understand the crucial dark dimensions of the metaverse. This study concludes by synthesizing prevalent themes and proposing propositions, offering insights for practical application and policy considerations.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study provides a deeper understanding of the dark side of the metaverse environment from a user perspective using the underpinnings of TTA theory.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jeim-04-2024-0195","type":"journal-article","created":{"date-parts":[[2024,11,5]],"date-time":"2024-11-05T14:20:50Z","timestamp":1730816450000},"page":"587-607","source":"Crossref","is-referenced-by-count":15,"title":["Unveiling the dark and scary side of\u00a0metaverse: an in-depth qualitative investigation"],"prefix":"10.1108","volume":"38","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-4804-5182","authenticated-orcid":false,"given":"Aman","family":"Kumar","sequence":"first","affiliation":[]},{"given":"Amit","family":"Shankar","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6761-2333","authenticated-orcid":false,"given":"Ankit","family":"Mehrotra","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4863-489X","authenticated-orcid":false,"given":"Muhammad Zafar","family":"Yaqub","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4849-1921","authenticated-orcid":false,"given":"Ebtesam Abdullah","family":"A. 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