Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Unveiling metaverse sentiments using machine learning approaches Subject The topic of the resource Behavior; Information technology; Neural nets; Qualitative research Description An account of the resource Purpose: The metaverse, which is now revolutionizing how brands strategize their business needs, necessitates understanding individual opinions. Sentiment analysis deciphers emotions and uncovers a deeper understanding of user opinions and trends within this digital realm. Further, sentiments signify the underlying factor that triggers ones intent to use technology like the metaverse. Positive sentiments often correlate with positive user experiences, while negative sentiments may signify issues or frustrations. Brands may consider these sentiments and implement them on their metaverse platforms for a seamless user experience. Design/methodology/approach: The current study adopts machine learning sentiment analysis techniques using Support Vector Machine, Doc2Vec, RNN, and CNN to explore the sentiment of individuals toward metaverse in a user-generated context. The topics were discovered using the topic modeling method, and sentiment analysis was performed subsequently. Findings: The results revealed that the users had a positive notion about the experience and orientation of the metaverse while having a negative attitude towards the economy, data, and cyber security. The accuracy of each model has been analyzed, and it has been concluded that CNN provides better accuracy on an average of 89% compared to the other models. Research limitations/implications: Analyzing sentiment can reveal how the general public perceives the metaverse. Positive sentiment may suggest enthusiasm and readiness for adoption, while negative sentiment might indicate skepticism or concerns. Given the positive user notions about the metaverses experience and orientation, developers should continue to focus on creating innovative and immersive virtual environments. At the same time, users' concerns about data, cybersecurity and the economy are critical. The negative attitude toward the metaverses economy suggests a need for innovation in economic models within the metaverse. Also, developers and platform operators should prioritize robust data security measures. Implementing strong encryption and two-factor authentication and educating users about cybersecurity best practices can address these concerns and enhance user trust. Social implications: In terms of societal dynamics, the metaverse could revolutionize communication and relationships by altering traditional notions of proximity and the presence of its users. Further, virtual economies might emerge, with virtual assets having real-world value, presenting both opportunities and challenges for industries and regulators. Originality/value: The current study contributes to research as it is the first of its kind to explore the sentiments of individuals toward the metaverse using deep learning techniques and evaluate the accuracy of these models. 2024, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Natarajan T.; Pragha P.; Dhalmahapatra K.; Veera Raghavan D.R. Source A related resource from which the described resource is derived Kybernetes Publisher An entity responsible for making the resource available Emerald Publishing Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/K-11-2023-2268" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/K-11-2023-2268</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85188192750&amp;doi=10.1108%2FK-11-2023-2268&amp;partnerID=40&amp;md5=214cdd4eeb7dcd452f9391b2d9870084" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85188192750&amp;doi=10.1108%2fK-11-2023-2268&amp;partnerID=40&amp;md5=214cdd4eeb7dcd452f9391b2d9870084</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 0368492X Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Natarajan T., Department of Management Studies, National Institute of Technology Tiruchirappalli, Tiruchirappalli, India; Pragha P., Department of Management Studies, National Institute of Technology Tiruchirappalli, Tiruchirappalli, India; Dhalmahapatra K., Operations and Quantitative Techniques, IIM Shillong, Shillong, India; Veera Raghavan D.R., School of Business and Management, CHRIST (Deemed to be) University, Bangalore, India