Immersive time (ImT): Conceptualizing time spent in the metaverse

With growing investment into the metaverse or metaverses, the required hardware and software is becoming more powerful and cheaper, and tech firms' expectations for this market are high. In parallel, consumer brands are claiming their digital real estate as consumers seek experiences beyond those available in the real world. Having people engage on this platform is important for all stakeholders. To address this much needed level of engagement, this editorial introduces the concept of immersive time (ImT), which is described as the conscious, deliberate, and dedicated time spent using a headset and other accessories to continually engage in the metaverse, presumably at least in part to escape the real world. Once in ImT, there are rather limited opportunities to multitask and simultaneously devote time to the activities within the metaverse and the real world. As such, while prolonged ImT is important for the stakeholders, it is imperative to recognize the inherent dark sides of this time. Understanding ImT has important implications for researchers and practitioners (including tech developers, and brand and marketing managers who contemplate their metaverse strategies), and policymakers who aim to ensure customers' safety when immersing in the metaverse. This editorial concludes with an agenda for future research to enhance our understanding of consumer behaviors and engagement in the metaverse.