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Applications of
Neuromarketing in the
Metaverse
Monika Gupta
Chitkara Business School, Chitkara University, India
Kumar Shalender
Chitkara University, India
Babita Singla
Chitkara Business School, Chitkara University, India
Nripendra Singh
PennWest University, Clarion, USA
A volume in the Advances in

Marketing, Customer Relationship
Management, and E-Services
(AMCRMES) Book Series
Published in the United States of America by
IGI Global
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Library of Congress Cataloging-in-Publication Data
Names: Gupta, Monika, editor. | Shalender, Kumar, 1984- editor. | Singla,

Babita, 1988- editor. | Singh, Nripendra, 1975- editor.
Title: Applications of neuromarketing in the metaverse / edited by Monika
Gupta, Kumar Shalender, Babita Singla, Nripendra Singh.
Description: Hershey, PA : Business Science Reference, [2023] | Includes
bibliographical references and index. | Summary: “Metaverse is opening
new avenues of opportunities for product manufacturers as well as
service providers, and with this focus in mind, our book proposes the
scope and challenges that the application of Neuromarketing in virtual
worlds face across the different disciplines and business segments. The
immense growth potential currently untapped in the metaverse domain can
be taken to a different level altogether with the help of neuromarketing
applications. This book will strengthen the research in the following
fields: 1. Establishing and Strengthening Brand Positioning among the
target market in the virtual world through the application of
neuromarketing principles and techniques 2. Boosting the creator’s
economy with a specific focus on establishing a direct channel of
communication and interaction between different stakeholders in the
ecosystem with the help of merging disciplines of metaverse and
neuromarketing 3. Exploring consumer behavior and decoding their
physiological and psychological responses in Metaverse Domain with the
help of tools and technologies used in Neuromarketing”-- Provided by
publisher.
Identifiers: LCCN 2023004862 (print) | LCCN 2023004863 (ebook) | ISBN
9781668481509 (hardcover) | ISBN 9781668481516 (paperback) | ISBN
9781668481523 (ebook)
Subjects: LCSH: Neuromarketing. | Marketing--Psychological aspects. |
Metaverse. | Consumer behavior.
Classification: LCC HF5415.12615 .A67 2023 (print) | LCC HF5415.12615
(ebook) | DDC 658.8001/9--dc23/eng/20230209
LC record available at https://lccn.loc.gov/2023004862
LC ebook record available at https://lccn.loc.gov/2023004863
This book is published in the IGI Global book series Advances in Marketing, Customer
Relationship Management, and E-Services (AMCRMES) (ISSN: 2327-5502; eISSN: 2327-5529)
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The Rise of Blockchain Applications in Customer Experience

Mohammed Majeed (Tamale Technical University, Ghana) Kwame Simpe Ofori (International
University of Grand Bassam, Cote D’Ivoire) George Kofi Amoako (Ghana Communication
Technology University, Ghana) Abdul-Raheed Alolo (Tamale Technical University (TaTu),
Ghana) and Gideon Awini (University of Ghana Business School, Ghana)
Business Science Reference • © 2023 • 300pp • H/C (ISBN: 9781668476499) • US $250.00
Global Perspectives on the Strategic Role of Marketing Information Systems

Jose Melchor Medina-Quintero (Tamaulipas Autonomous University, Mexico) Miguel A.
Sahagun (High Point University, USA) Jorge Alfaro (Universidad Catolica del Norte, Chile)
and Fernando Ortiz-Rodriguez (Tamaulipas Autonomous University, Mexico)
Big Data Marketing Strategies for Superior Customer Experience

Jose Ramon Saura (Rey Juan Carlos University, Spain)
Managing Festivals for Destination Marketing and Branding

Sharad Kumar Kulshreshtha (Department of Tourism and Hotel Management, North-Eastern
Hill University, Shillong, India)
Cultural Marketing and Metaverse for Consumer Engagement

Amandeep Singh (Chitkara Business School, Chitkara University, India) Sandhir Sharma
(Chitkara Business School, Chitkara University, India) Amrinder Singh (Jain University,
India) Murat Unanoglu (İstanbul Aydin University, Turkey) and Sanjay Taneja (Uşak
University, Turkey)
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Table of Contents
Preface................................................................................................................. xxi
Section 1
Metaverse
Chapter 1
Intelligent Libraries: Using Metaverse as an Enabling Technology.......................1
Mohammad Daradkeh, University of Dubai, UAE & Yarmouk
University, Jordan
Chapter 2
Enhancing the Fundamentals of Industrial Safety Management in TVET for
Metaverse Realities...............................................................................................19
Mfon Okon Ekong, School of Vocational and Technical Education, Akwa
Ibom State College of Education Afaha Nsit, Nigeria
Williams Kennedy George, School of Vocational and Technical Education,
Akwa Ibom State College of Education Afaha Nsit, Nigeria
Binay Kumar Pandey, Department of Information Technology, Govind
Ballabh Pant University of Agriculture and Technology, Pantnagar,
India
Digvijay Pandey, Department of Technical Education, IET Lucknow, India
Chapter 3
Metaverse-Based Higher Education: A Review....................................................42
Monika Gupta, Chitkara Business School, Chitkara University, India
Arshya Garg, Thapar Institute of Engineering and Technology, India
Anu Garg, Cuelearn Pvt. Ltd., Bangalore, India

Chapter 4
Metaverse: The Development of Human Culture in the Future and .
Cyberspace............................................................................................................52
Judith Flores-Albornoz, Universidad Nacional Santiago Antúnez de
Mayolo, Huaraz, Peru
Edwin Hernan Asis, Universidad San Pedro, Chimbote, Peru
Edwin Asnate-Salazar Asnate-Salazar, Universidad Nacional Santiago
Antunez de Mayolo, Huaraz, Peru
Hugo Espinoza-Rodríguez, Universidad Señor de Sipán, Chiclayo, Peru
Norma Ramirez-Asis, Universidad Nacional Santiago Antúnez de
Pankaj Dadheech, Swami Keshvanand Institute of Technology,
Management, and Gramothan, India
Chapter 5
Lighting Evaluation and Implementation of an Energy Efficiency Plan in the
Company Mantransve...........................................................................................62
Erick Michael Andrade Paredes, Tecnología Superior en Electricidad,
Instituto Superior Tecnológico Tsaćhila, Ecuador
Moisés Filiberto Mora Murillo, Instituto Superior Tecnológico Japón,
Ecuador
Verónica Beatriz Sánchez Ramírez, Tecnología Superior en Seguridad
y Prevención de Riesgos Laborales, Instituto Superior Tecnológico
Tsaćhila, Ecuador
Chapter 6
Brand Building in Metaverse................................................................................78
Amanjot Kaur, Bhai Gurdas Institute of Management and Technology, India
Jashandeep Singh, Chitkara Business School, Chitkara University, India
Geetika, Bhai Gurdas Institute of Engineering and Technology, Punjab,
India
Chapter 7
Challenges and Opportunities to the Media and Entertainment Industry in
Metaverse..............................................................................................................88
Manjit Kour, Chandigarh University, India
Kavita Rani, Chandigarh University, India

Chapter 8
Integrating Metaverse to Enhance the Learning Experience Benefits of
Interactive Teaching Pedagogy for Students: Immersive Experience Benefits
in Teaching..........................................................................................................103
Atul Grover, Chitkara Business School, Chitkara University, India
Section 2
Digital World
Chapter 9
Pedagogy for Implementation of TVET Curriculum for the Digital World.......117
Akwa Ibom State College of Education, Afaha Nsit, Nigeria
Ibom State College of Education, Afaha Nsit, Nigeria
India
Chapter 10
Factors Associated With Sleep Disorders Among Indian and Ethiopian
Students in the Digital World in the Midst of the COVID-19 Pandemic...........137
Mesfin E. Lelisho, Mizan-Tepi University, Ethiopia
Asif Hasan, Department of Psychology, Aligarh Muslim University, India
Namita Rajput, Department of Commerce, Sri Aurobindo College,
University of Delhi, India
Bhupendra Kumar, College of Business and Economics, Debre Tabor
University, Ethiopia
A. S. Hovan George, Tbilisi State Medical University, Georgia
Aakifa Shahul, SRM Medical College, India
Chapter 11
Enhancing Customer Engagement Through Brand Loyalty Drivers Among
E-Consumers.......................................................................................................155
Babita Singla, Chitkara Business School, Chitkara University, India
Kumar Shalender, Chitkara Business School, Chitkara University, India
Sandhir Sharma, Chitkara Business School, Chitkara University, India

Chapter 12
Digital Marketing in the Metaverse: Beginning of a New Era in Product
Promotion............................................................................................................163
Ajay Sharma, Graphic Era Hill University, India
Ajit Bansal, Chitkara Business School, Chitkara University, India
Chapter 13
Hiring Talent to Build Brands in the Digital World: Challenges for Human
Resource Managers.............................................................................................176
Bhavya Kamboj, Chitkara University, India
Chapter 14
The War for Talent in the Digital World.............................................................182
Ruhi Sarangal, Chitkara Business School, Chitkara University, India
Ashok Kumar, Department of Defense and Strategic Studies, India
Prashant Chauhan, Chitkara Business School, Chitkara University, India
Aarti Dangwal, Chitkara Business School, Chitkara University, India
Mankaj Mehta, Chitkara Business School, Chitkara University, India
Section 3
Neuromarketing
Chapter 15
Impact of Neuromarketing on Consumer Psychology in Digitally Connected
Networks.............................................................................................................193
Swapna H. R., Jain University (Deemed), India
Emmanuel Bigirimana, Independent Researcher, Rwanda
Geetika Madaan, University Center for Research and Development,
Chandigarh University, India
Binay Kumar Pandey, GBPUAT, India
Chapter 16
Diving Into the Consumer’s Mind: Tools, Roles, and Ethical Concerns of
Neuromarketing..................................................................................................206
Rohit Bansal, Vaish College of Engineering, India
Nishita Pruthi, Maharshi Dayanand University, India
Tamanna Bansal, Maharshi Dayanand University, India
Anjali Chaudhary, College of Business and Administration, Princess
Nourah Bint Abdulrahman University, Riyadh, Saudi Arabia

Chapter 17
Neuromarketing Science: A Road to a Commercial Start-Up............................223
Devesh Bathla, Chitkara Business School, Chitkara University, India
Mohit Kukreti, University of Technology and Applied Sciences, Ibri, Oman
Section 4
Augmented Reality
Chapter 18
Strategic Survival Analysis of Gastric Cancer Patients for Augmented
Reality: A Comparison of the Cox Proportional Hazard and Accelerated
Failure Time........................................................................................................234
Digvijay Pandey, Department of Technical Education, IET, Dr. A.P.J.
Abdul Kalam Technical University, Lucknow, India
Mesfin Esayas Lelisho, Mizan-Tepi University, Ethiopia
Jayasri Kotti, GMR Institute of Technology, India
Gadee Gowwrii, Osmania University, India
Chapter 19
Impact of Augmented Reality and Virtual Reality on Customer Purchase
Behavior in the Virtual World.............................................................................258
Gagandeep, Chitkara Business School, Chitkara University, Punjab, India
Jyoti Verma, Chitkara Business School, Chitkara University, Punjab, India
Chapter 20
A Study of AR and VR in the Real World..........................................................271
Rajni Bala, Chitkara Business School, Chitkara University, India
Rajni Saini, Institute of Management Studies, Kurukshetra University,
Haryana, India
Compilation of References............................................................................... 291
About the Contributors.................................................................................... 327
Index................................................................................................................... 337
Detailed Table of Contents
Preface................................................................................................................. xxi
Section 1
Metaverse
Chapter 1
Intelligent Libraries: Using Metaverse as an Enabling Technology.......................1
Mohammad Daradkeh, University of Dubai, UAE & Yarmouk
University, Jordan
The emergence of Metaverse has provided new prospects and motivation for the
development of intelligent libraries. At the same time, it puts forward new requirements
and challenges to the professional competence of intelligent librarians. This chapter
analyzes the development opportunities of the Metaverse and its application prospects
in intelligent libraries to promote innovation and optimization of library services. It
also discusses the advantages of Metaverse and its underlying technologies, as well
as the theoretical logic of Metaverse application in libraries. Metaverse and its related
technologies are the key to promote libraries to fully intelligent libraries, and the
concept of Metaverse also creates more advantages for libraries in terms of collection
resource management, reading space, cultural promotion, reading experience, and
special user services to realize the morphological reform of intelligent libraries.
Intelligent libraries should seize the opportunity to create a new form of innovative
development of immersive experience.

Chapter 2
Enhancing the Fundamentals of Industrial Safety Management in TVET for
Metaverse Realities...............................................................................................19
Ibom State College of Education Afaha Nsit, Nigeria
Akwa Ibom State College of Education Afaha Nsit, Nigeria
India
One of the first questions that arises when one begins to study fundamentals of
industrial safety management is “Who should be responsible when a worker is
injured?” Many would answer, “The employer, because the employer gave rise to the
job and will profit from the production.” Adversely, what if employees deliberately
commit acts that result in their injury as a result of violation of the industry’s rules
and regulations? Industrial work environments are often characterized by dynamic
resources including interactions between mobile equipment and pedestrian workers.
The importance of providing safe workplace has been reiterated by various studies
because of the intrinsic hazard and risk factors that undoubtedly underlie every work
situation and their negative impact on a company’s overall performance. Safety and
quality remain critical priorities in the context of improving industrial productivity
and efficiency in today’s industrial work environment.
Chapter 3
Metaverse-Based Higher Education: A Review....................................................42
Monika Gupta, Chitkara Business School, Chitkara University, India
Arshya Garg, Thapar Institute of Engineering and Technology, India
Anu Garg, Cuelearn Pvt. Ltd., Bangalore, India
The advent of technology backed by digitalization is bringing innovative and new

ways in imparting higher education. The high speed of the internet readily available
in the higher education institutions is further supporting such activities. Especially
post-COVID-19, parents who used to keep an eye on children towards usage of
smartphones began to provide such devices themselves to children for educational
purposes. The AI-supported technology facilitated the process by creating artificial
environment to understand the real-world. It provides a shield to adversities of the
real situations. With the further advancement in the emerging field of metaverse,
learners can view themselves as one of the participants on screen in the form of an
avatar. Since the students are not aware of the challenges and limitations of such
emerging areas, the responsibility of educationists is on the rise. The researchers
have tried to review the scope of higher education resting on metaverse as one of
the major aspects in the near future.

Chapter 4
Metaverse: The Development of Human Culture in the Future and .
Cyberspace............................................................................................................52
Judith Flores-Albornoz, Universidad Nacional Santiago Antúnez de
Edwin Hernan Asis, Universidad San Pedro, Chimbote, Peru
Edwin Asnate-Salazar Asnate-Salazar, Universidad Nacional Santiago
Antunez de Mayolo, Huaraz, Peru
Hugo Espinoza-Rodríguez, Universidad Señor de Sipán, Chiclayo, Peru
Norma Ramirez-Asis, Universidad Nacional Santiago Antúnez de
The transition from a physical economy to a digital economy is happening across the
globe, and since the worldwide pandemic, this process has accelerated substantially.
People are spending more time online than offline, which means that work and daily
life are becoming more and more dependent on the internet. Today’s internet is
frequently the primary means through which millions of people access information
and services, engage in social interaction and commerce, and find entertainment.
COVID-19 has also altered corporate practices, accelerated the growth of e-commerce,
and altered workplace culture. As more people work remotely, businesses are
beginning to prioritize virtual environments. The pandemic has so demonstrated that
technology is essential to maintaining many jobs in operation. Since COVID-19 is
becoming more and more widespread, the demand for virtual reality is rising, and
the Metaverse sector is expanding. Blockchain technology, artificial intelligence,
and the virtual environment known as the Metaverse are all merged here.
Chapter 5
Lighting Evaluation and Implementation of an Energy Efficiency Plan in the
Company Mantransve...........................................................................................62
Erick Michael Andrade Paredes, Tecnología Superior en Electricidad,
Instituto Superior Tecnológico Tsaćhila, Ecuador
Moisés Filiberto Mora Murillo, Instituto Superior Tecnológico Japón,
Ecuador
Verónica Beatriz Sánchez Ramírez, Tecnología Superior en Seguridad
y Prevención de Riesgos Laborales, Instituto Superior Tecnológico
Tsaćhila, Ecuador
The study focused on analysing the quality of lighting in the workplaces of Mantransve,
which is preparing to implement a project to test domestic energy efficiency. A
descriptive study was used to collect information, and a subtractive method was used

to develop the subject and variables. In addition, the first analysis of the company
is done with a SWOT matrix in the specific areas of the company. Subsequently, 54
employees between technical and managerial positions were interviewed. Technical
data of lamps in lumens taken before and after give the possibility of improvement
of lighting energy efficiency after comparison with DIALUX. In the results, the
hypothesis comparison shows that there is a significant improvement and energy
savings in the medium term in the lighting of the rooms analysed according to the
UNE 12464.1 standard for indoor lighting. Finally, it is recommended to completely
change the lighting to commercial lighting levels.
Chapter 6
Brand Building in Metaverse................................................................................78
Amanjot Kaur, Bhai Gurdas Institute of Management and Technology, India
Jashandeep Singh, Chitkara Business School, Chitkara University, India
Geetika, Bhai Gurdas Institute of Engineering and Technology, Punjab,
India
In recent years, the rise of the metaverse has presented businesses with a new platform
for brand building. Metaverse is a virtual world that allows people to interact with
each other in a simulated environment. It is becoming increasingly popular due to
the advancements in technology and the pandemic situation. In this chapter, the
authors aim to explore the strategies that businesses can use to build their brand
in the metaverse. They will also investigate the benefits of brand building in the
metaverse and its impact on businesses.
Chapter 7
Challenges and Opportunities to the Media and Entertainment Industry in
Metaverse..............................................................................................................88
Manjit Kour, Chandigarh University, India
Kavita Rani, Chandigarh University, India
Metaverse is the buzz word in the entertainment and media industry. Metaverse
is a virtual world that offers another dimension for interacting with other users. It
acts as a tool to complement the actual world by means of holograms and avatars.
It has developed as an updated and embodied version of the internet. It is expected
to be a highly immersive experience that is prodigious, new, and a successor to
the mobile internet. In this chapter, the main study focus will be on the emerging
opportunities and challenges to the metaverse in media and entertainment industry
and will provide more detailed scoping review of the concept. The findings from
the literature conceptualize the prevailing opportunities and upcoming challenges
for metaverse in media and entertainment industry and offer guidance in the form
of future research directions.

Chapter 8
Integrating Metaverse to Enhance the Learning Experience Benefits of
Interactive Teaching Pedagogy for Students: Immersive Experience Benefits
in Teaching..........................................................................................................103
Atul Grover, Chitkara Business School, Chitkara University, India
Education is a pillar for success and every teacher tries to make sure to provide a
better way for a student to learn. As time passed, the way of teaching also changed.
Starting from no visual to chart paper to images to slides or real objects, the way
of teaching changed to enhance the student’s experience in learning. Now we are at
the stage where slides/chart papers are getting old and 3D/4D views are coming into
the picture. New technology like Metaverse is going to change interactive learning.
An immersive experience will be new for teachers as well as students.
Section 2
Digital World
Chapter 9
Pedagogy for Implementation of TVET Curriculum for the Digital World.......117
Akwa Ibom State College of Education, Afaha Nsit, Nigeria
Ibom State College of Education, Afaha Nsit, Nigeria
India
Education is a process of updating the knowledge and skills of the individual that
will be useful to himself or herself and to the community. Teaching and learning are
products of education that gradually metamorphosed from the initial rote learning
through a system that employed the use of writing to the use of highly sophisticated
digital technology in facilitating the development of human skills and knowledge-bank.
The present educational system in Nigeria with its emphasis on technical vocational
education and training (TVET), if firmly rooted in its curriculum implementation, can
be perceived as the most potent instrument that can be used to bring about desirable
change or development of a viable educational system in this ever-growing world.

Chapter 10
Factors Associated With Sleep Disorders Among Indian and Ethiopian
Students in the Digital World in the Midst of the COVID-19 Pandemic...........137
Mesfin E. Lelisho, Mizan-Tepi University, Ethiopia
Namita Rajput, Department of Commerce, Sri Aurobindo College,
University of Delhi, India
Bhupendra Kumar, College of Business and Economics, Debre Tabor
University, Ethiopia
Despite the effectiveness of public health interventions to prevent coronavirus disease

and its infection (COVID-19), it had a substantial impression on global sleep health.
Knowing the frequency and associated causes of sleep disorders among university
students is critical since they can have a major influence on one’s health and academic
success. The main inflection of this research was to determine how widespread sleep
problems were among university students and to determine what factors led to them
during full swing of COVID-19 pandemic. The internet deployed transverse analysis,
which included 443 students from Indian and Ethiopian institutions between April
1st and April 13th 2021. The survey was distributed to respondents via social media
media like WhatsApp, e-mail, Telegram, and other social media platforms once a
link with a Google form was created. The Pittsburgh Sleep Quality Index was used
to examine the students’ sleep issues. The frequency and determinants of sleep
disturbances were estimated using descriptive and inferential studies.
Chapter 11
Enhancing Customer Engagement Through Brand Loyalty Drivers Among
E-Consumers.......................................................................................................155
Babita Singla, Chitkara Business School, Chitkara University, India
Kumar Shalender, Chitkara Business School, Chitkara University, India
Sandhir Sharma, Chitkara Business School, Chitkara University, India
Due to its convenience and time-saving features, as well as the fact that companies
provide significant discounts on products compared to brick-and-mortar stores, online
shopping has grown highly popular among customers. The purpose of this chapter
is to synthesise prior research on brand loyalty among online consumers in order
to create an abstract framework for this area. This chapter tries to illustrate why it’s
crucial to cultivate brand loyalty in online shoppers so they may use e-commerce as a
key tool for managing business resources. In order to better understand brand loyalty
among e-consumers, this study synthesises existing research on the topic. It also
identifies research goals for brand loyalty among e-consumers. The comprehension
of brand loyalty among e-consumers is expanded by an abstract framework of the
factors that influence this group.

Chapter 12
Digital Marketing in the Metaverse: Beginning of a New Era in Product
Promotion............................................................................................................163
Ajay Sharma, Graphic Era Hill University, India
Ajit Bansal, Chitkara Business School, Chitkara University, India
Companies are targeting the metaverse to reach new generations. It allows marketers
to create a virtual and augmented reality world to promote their brands and products.
Digital marketing is a popular tool for promotion but has limitations in that customers
are not able to get a 3D overview of the product. Metaverse offers an immersive
experience to customers, and it is a future marketing platform that gives real-life
experience to explore different brands, products, and services in the 3D interactive
digital space. Many companies have started using metaverse to promote their products,
especially real estate, gaming, fashion, automobile, etc. There is enormous scope
for neuromarketing through the metaverse. Metaverse integrates the real physical
world and virtual reality to create an environment where consumers and marketers
can communicate the utility, application, attributes, and content of products.
Chapter 13
Hiring Talent to Build Brands in the Digital World: Challenges for Human
Resource Managers.............................................................................................176
Bhavya Kamboj, Chitkara University, India
Today, the field of human resource management (HR) is experiencing numerous

pressures for change. Shifts in the economy, globalization, digitalization, and
technology have created new demands for organizations, and propelled the field in
some completely new directions. However, the authors believe that these challenges
also create numerous opportunities for HR and organizations as a whole. Thus, the
primary purposes of this chapter are to examine some of the challenges that human
resouces managers are facing in hiring new talent to build the brand in the digital
world.
Chapter 14
The War for Talent in the Digital World.............................................................182
Ashok Kumar, Department of Defense and Strategic Studies, India
Companies face a variety of difficulties as they try to compete in an increasingly

digital world with constrained a lack of resources and conflicting priorities. They
need to develop the skills they require in order for their operations, persons, culture,
and structure fit together well. With their corporate objectives in a culture, finding
the proper employees is one of the most important issues, and it seems like many

businesses are having trouble doing so. Another is creating future plans that take into
account their requirements. The conventional talent management strategies may not
work for the challenging environment that digital transformation has posed to the
conventional way of work. The digitalisation has posed a serious challenge to the
traditional organisation structures and strategies. The more common approaches to
manage talent include collective approaches to full time careers, therein grouping
the individuals into categories like graduates, leaders, potential partners etc. Overall
it is more of a collectivist approach.
Section 3
Neuromarketing
Chapter 15
Impact of Neuromarketing on Consumer Psychology in Digitally Connected
Networks.............................................................................................................193
Swapna H. R., Jain University (Deemed), India
Emmanuel Bigirimana, Independent Researcher, Rwanda
Geetika Madaan, University Center for Research and Development,
Chandigarh University, India
Binay Kumar Pandey, GBPUAT, India
This study aims to explore and explain the history of neuromarketing, techniques,
examples, pros and cons of neuromarketing, major limitations, as well as its major
findings and draw conclusions for its future development. This is a theoretical chapter.
An extensive literature research was done for its goals. Additionally, to provide more
clarity on the influence of neuromarketing, researchers employing neuromarketing
technologies combined existing information from multiple literatures. In this study,
the authors realized that the consumer’s psychology has been and is still being
affected by the digital world where neuromarketers manipulate consumer’s choosing
capacities towards a product through digital network advertising. However, it has been
discovered that researchers are still working on it, to figure out a significant scientific
solution to the existing problems, such as privacy and price of equipment(tools) to
be used. This chapter might be useful for neuroeconomics theorists and practitioners
who wish to learn more about neuromarketing technology.

Chapter 16
Diving Into the Consumer’s Mind: Tools, Roles, and Ethical Concerns of
Neuromarketing..................................................................................................206
Rohit Bansal, Vaish College of Engineering, India
Nishita Pruthi, Maharshi Dayanand University, India
Tamanna Bansal, Maharshi Dayanand University, India
Anjali Chaudhary, College of Business and Administration, Princess
Nourah Bint Abdulrahman University, Riyadh, Saudi Arabia
In the new global economy, neuromarketing has emerged as a key marketing concern.
It is an integrative field that incorporates elements of marketing, psychology, and
neuroscience. This novel idea offers fresh perspectives and potent methods for doing
marketing research, particularly on customer behaviour. Neuromarketing offers the
chance to comprehend the neural level functions in customers’ brains that provides
insightful knowledge about the customers’ cognitive decision-making system that
is not normally captured by conventional management analytical techniques. This
chapter aims at exploring the tools, roles, and ethical concerns of neuromarketing.
Secondary sources of data like books, research papers, theses, newspaper articles,
magazines, and reports etc. are utilized in this chapter. This study is relevant not
only for academia but also for marketers practicing neuromarketing for identifying
consumer behaviour.
Chapter 17
Neuromarketing Science: A Road to a Commercial Start-Up............................223
Devesh Bathla, Chitkara Business School, Chitkara University, India
Mohit Kukreti, University of Technology and Applied Sciences, Ibri, Oman
Neuromarketing is ruling the industry making all other traditional ways obsolete
as the future of marketing is getting more demanding. As a matter of fact, neuro
marketing is providing more accurate results of exactly what is demanded by the
customer. It’s a combination of both physiological and subconscious science of
customer which turns the ads closer to meet customer demands. Undoubtedly,
marketing has a crucial role in entrepreneurship or starting a new venture, so the
marketing researchers specifically are applying neuro marketing techniques to
support the hub of startups, which not only helps in cost cutting but to make an
optimum utilization of scarce resources. This chapter enlightens the hidden truths
revealed through neuroscience marketing and how this brain scanning is utilized as
a powerful selling point and decision maker.

Section 4
Augmented Reality
Chapter 18
Strategic Survival Analysis of Gastric Cancer Patients for Augmented
Reality: A Comparison of the Cox Proportional Hazard and Accelerated
Failure Time........................................................................................................234
Digvijay Pandey, Department of Technical Education, IET, Dr. A.P.J.
Abdul Kalam Technical University, Lucknow, India
Mesfin Esayas Lelisho, Mizan-Tepi University, Ethiopia
Jayasri Kotti, GMR Institute of Technology, India
Gadee Gowwrii, Osmania University, India
Gastric cancer (GC) is the fifth most common type of cancer worldwide and the third
leading cause of cancer-related death. The Cox model and accelerated failure time
models are widely used in the modeling of survival data for various diseases. The
goal of this study was to compare the performance of the Cox proportional hazard
(PH) model and accelerated failure time (AFT) models in determining the factors
that influence gastric cancer death. The data for this study was obtained from gastric
cancer patients admitted to the Tikur Anbesa specialized hospital, between January
1, 2015, and February 29, 2020. A total of 409 gastric cancer patients were studied
retrospectively. Cox proportional hazard and accelerated-failure-time (AFT) models
were compared to identify an appropriate survival model that determines factors
that affect the time to death of gastric cancer patients. To compare the performance
of all models, the AIC, BIC, and Likelihood criteria were used. The analysis was
carried out using the R statistical software.
Chapter 19
Impact of Augmented Reality and Virtual Reality on Customer Purchase
Behavior in the Virtual World.............................................................................258
Gagandeep, Chitkara Business School, Chitkara University, Punjab, India
Jyoti Verma, Chitkara Business School, Chitkara University, Punjab, India
Metaverse is opening new avenues of opportunities for product manufacturers, as well

as service providers, and with this focus in mind, the present research proposes the
scope and challenges that the application of Neuromarketing in virtual worlds faces
across different disciplines and business segments. The immense growth potential
that is currently untapped in the metaverse domain can be taken to a different level
altogether with the help of neuromarketing applications. This study will analyze

the impact of augmented and virtual reality on customer purchase behavior in the
virtual world. The stress has been provided to understand customer purchase behavior
through a framework model of consumer behavior in augmented shopping reality.
The study also discusses the various challenges for customer purchase behavior in
the virtual world along with the future direction for research to fill the knowledge
gaps in the area under study.
Chapter 20
A Study of AR and VR in the Real World..........................................................271
Rajni Bala, Chitkara Business School, Chitkara University, India
Rajni Saini, Institute of Management Studies, Kurukshetra University,
Haryana, India
The most well-liked and developed technologies for the future are augmented reality
and virtual reality, known as AR and VR. When you use high-tech equipment, you
just enter another universe and engage with it. With data, visuals, and customised
experiences superimposed on the real world, virtual reality transports us to parallel
realms, and augmented reality brings the real world to life. In virtual reality, it is
easy to observe how a software programme can produce a virtual environment
that is mostly driven by sight and sound. The user’s experience of virtual reality is
presented to them in a way that makes them see it as real. AR, on the other hand,
transfers aspects from the virtual world to the physical one. Augmented reality
serves as a link between the physical and digital worlds. This chapter focuses on
better understanding of augmented reality and virtual reality concepts. The chapter
discusses the functions of AR and VR, their impact on society, the challenges of
implementing AR and VR, and their impact on customer purchase behavior.
Compilation of References............................................................................... 291
About the Contributors.................................................................................... 327
Index................................................................................................................... 337
xxi
Preface
APPLICATION OF NEUROMARKETING IN THE METAVERSE
We live in a fast-changing world of marketing. Right from breakthrough innovations

to technology integration to the development of new business models, the segment
of marketing is going through a roller coaster ride. Such is the pace of change and
emergence of new developments that marketers are finding it difficult to cope with
the needs and aspirations of new-age customers. To address all these challenges and
many more, neuromarketing can prove to be of immense help as it opens doors to
possibilities by deep diving into the customers’ minds and coming up with novel
solutions to address their needs. The application of the discipline is specifically relevant
for the metaverse as the virtual world has just started to unravel its immense potential
in front of the world. The decision of Facebook to rename its parent company to Meta
provided a fresh impetus to the research and development of the metaverse domain.
All the stakeholders in the business ecosystem right from academicians to corporate
and entrepreneurs to policymakers are closely following the developments in the
metaverse domain. The reason behind this enthusiasm and interest is quite evident
from the enormous amount of funding that is being done on the projects related to
the world of metaverse designated by the network of virtually connected universes.
The adoption of the metaverse is also important for the development of new-age
technologies such as AR, VR, and MR as the enhanced usage of these inventions
will ultimately help all stakeholders across the business verticals to come up with
novel products and services for the target markets. It is also very important to note
that the domain of the metaverse is picking up in a slow and steady manner and in
order to keep this momentum going in the future, all stakeholders need to come
together to develop the segment for the benefit of both customers and corporations.
A close look at the application of Neuromarketing in the metaverse and one
instantly notes the huge potential that both these domains combinedly can offer to
marketers and society at large. The application of Neuromarketing can fuel a new
wave of growth in the virtual world with ecosystems of different metaverses will
Preface
likely benefit from these applications in the future. As more and more customers
take to the virtual world and use digital devices to make the purchase or transactions,
neuromarketing will offer new ways to analyse the psychology and buying behaviour
of consumers and help marketers to come up with novel strategies to segment target
and position the potential buyers in their respective domains. It is equally important to
know that although the application of Neuromarketing in the virtual world can open
up a wide range of possibilities, there are many challenges that need to be addressed
upfront by all the stakeholders including policymakers and corporations to make
sure that the evolution of these two domains will lead to a conducive environment
for the flourishment of the business ecosystems across different verticals. As the
behaviour of the consumers in the metaverse is comprehensively different from the
way they shop in the real physical world, the application of neuromarketing can help
companies to make data-based decisions for fulfilling their objectives and goals for
both short and long-term frames. The application of neuromarketing is also important
from the perspective of decoding what goes on in the minds of consumers when
they shop in virtual worlds using advanced technologies and what factors become
critical while they make their purchase decisions.
Relevance of Neuromarketing in Metaverse
The fast-changing consumer behaviour is one of the most important dimensions of

the study for marketers across the business categories in the world today. Especially
after the covid-19 pandemic, the significant changes that consumers are showing
in their purchase behaviour have become a keen topic of interest - not only for the
corporation but also across academia and policymakers. Against the backdrop of
this constantly changing consumer behaviour, the study of neuromarketing and its
application in the world of the metaverse has assumed significance. The use of neural
patterns to decode the overall response of consumers towards the entire concept of
the metaverse is likely to pick up the pace. In fact, this area is going to become a
hotbed for new innovations with brands across the business verticals jumping on the
bandwagon of virtually connected universes represented by the different metaverse
ecosystems. The tools and technology used in neuromarketing for effectively
segmenting, targeting and positioning of different products and services in front
of the target market can become immensely beneficial in the virtual world. This
is specifically relevant for the overall attainment of the business goals as branding
strategies under the principles of neuromarketing can significantly enhance the
overall efficiency and effectiveness of the marketing techniques in the domain of the
metaverse. The primary area of interest in the application of neuromarketing in the
metaverse includes both physiological and psychological responses to the marketing
xxii
Preface
cues that customers often exhibit while making up their minds before, during, and
after the purchase decisions. Therefore, all these decisions are very important in
terms of providing sustainable growth and Profitability to the organisations and by
ensuring that target audience needs and demands are fulfilled with desired accuracy
and efficiency, the application of neuromarketing in the field of metaverse will
definitely lead to crucial implications for the businesses cutting across product
categories and service sectors. The important area this book will cover includes
the strategic approach to neuromarketing while applying these concepts in the
metaverse so as to ensure that the communication with the prospective users and
buyers will take place in the right spirit. The approach towards building the brand in
the metaverse with the help of neuromarketing will also help in enhancing the total
efficiency and effectiveness of branding and communication strategies that in turn
will make sure that the organisations are able to connect with the target audiences
effectively and efficiently. With the help of different business verticals and industrial
sectors, the book on the application of neuromarketing in the metaverse will open
new avenues of opportunities for all marketers and stakeholders in the business
ecosystems across the categories.
Target Audiences
The book is expected to benefit a wide variety of sectors including academics, the
corporate world, policymakers, and society at large. However, when it comes to the
specific target audiences, the application of neuromarketing in the metaverse will
immensely benefit both the body of knowledge and the corporate world. While the
evolution of both metaverse and neuromarketing is in their stage of infancy, the
book will enrich the field of academics and offers inputs for building theory in
these fields for further advancing the knowledge to higher levels of planning and
implementation. This will be specifically beneficial for the domain experts who will
enrich their knowledge and can use this book as a base for developing these fields
to an advanced level of understanding and comprehension. It is quite interesting to
note that despite being in the evolutionary stage for quite some time, neuromarketing
still lacks sufficient theory and models that will help to propagate its implementation
in the corporate world to the desired level of strategy formulation, implementation,
and control. Despite having a multitude of applications, the entire domain of
neuromarketing has remained muted in terms of its growth in the application and
implementation part of the concepts. This lack of knowledge is proving detrimental
to the entire evolution of the domain and by addressing this gap of knowledge, this
book will definitely contribute to the body of knowledge in terms of new theories,
frameworks, and conceptual models to enhance the understanding of the scholars
xxiii
Preface
and research in the field of neuromarketing. Another interesting dimension that will
highlight the importance of this particular work is the association of neuromarketing
and its applications in the field of the metaverse. In fact, the development of the
concepts and frameworks related to neuromarketing in virtual words is almost
nil. There are only a few manifestations of this concept in the metaverse and by
supplementing the knowledge in this particular domain, the book will not only
enrich the domain knowledge but also further the practical understanding of the
marketers and professionals towards these evolutionary fields of knowledge which
are critically important to gain more market share and win customer confidence.
The use of neuromarketing in creating, communicating, and delivering better value
propositions to customers in the virtual world will help marketers to come up with
new business models that are specifically applicable in the digital domains. As these
are completely virtual in nature, the roles, responsibilities, and frameworks to attract
customers will be entirely different from what the marketers used in physical reality.
In this particular context, the book will prove enormously beneficial for stakeholders
and help to deliver holistic and all-encompassing benefits to business ecosystems.
Chapter Contribution
There is a wide variety of contributions that this book on the application of

neuromarketing in the metaverse has received from authors and practitioners
belonging to different walks of life. The first chapter talks about the impact of New
Age technologies such as augmented reality and virtual reality on the purchase
behaviour of the customer in the virtual world. This is specifically relevant for
companies which are gearing to make their foray into the field of the virtual world
and by specifically decoding the impact of this technology, the chapter can help these
organisations to offer better product propositions to the target market. The second
chapter in the book analyses the impact of the metaverse in the field of education as
more and more learners and aspirants are willing to go digital for enhancing their
knowledge skills and learning capability with the help of the immersive environment
of the metaverse. The chapter talks about the implications of this revolution for the
industry and can help a wide variety of stakeholders including faculty members to
understand profoundly how these impacts will trickle down to make the education
systems more efficient. The third chapter talks about factors that can help companies
drive their customers’ engagement in the segment of e-commerce and offers detailed
insights into buyer behaviour in the virtual world. These learning are very important
for enhancing the brand engagement with prospective buyers and converting existing
customers into loyal ones. The fourth chapter focuses on enhancing learning efficiency
by using metaverse technology in the field of education. It takes a detailed look
xxiv
Preface
into the various pedagogical improvements that can be done with the help of virtual
universes and how these will help in driving up the learners’ quotient in the long
run. In chapter five, the author talks about the implications of digital marketing
in the metaverse and how this technology can change the fortune of organisations
by engaging with prospective buyers in a more efficient manner. Chapter six talks
about the challenges that companies in the sector of media and entertainment can
face while making their entry into the metaverse while chapter seven talks in detail
about the issues related to the development of human culture related to cyberspace
and what is likely to become the future of these relationships as we enter into the
virtual world. The focus on enhancing energy efficiency is the theme of chapter
eight and it is important in order to make sure that the sustainability of the virtually
connected universes will remain intact in the future too. In chapter nine, the focus
of the discussion is on a roadmap that will help a commercial startup to establish
its roots in the metaverse and strategies that will help the venture to meet its desired
goals on critical indicators of performance in the future. The entire strategy of
building brands in the metaverse and the science and logic behind the strategies have
been explained in the tenth chapter of the book while the eleventh chapter focuses
on the ongoing war between the companies to snatch the talent from each other in
the domain of the metaverse. The twelfth chapter complements the previous one by
detailing the issues and challenges faced by human resource managers in the digital
domain while chapter thirteen talks about the study of AR and VR in the real world.
The fourteenth chapter talks about the ethical concerns related to neuromarketing
and the book concludes with the fifteenth chapter on metaverse technology as an
enabler for intelligent libraries.
CONCLUSION
The book on the Application of Neuromarketing in the Metaverse is expected to prove

immensely beneficial for all the stakeholders in the education and business ecosystem
across the product categories and service domains. It will have significant implications
for both the world of academics and corporate and by offering contributions in
terms of both theory and practical frameworks, it is likely to find favour with a wide
variety of audiences across the globe. The diverse topics covered under the title are
also one of the distinctive competences of the work, and by adopting a holistic and
encompassing approach, the book will lead to open new avenues of opportunities for
a wide variety of stakeholders. An important contribution of our book will be towards
policymaking as it will help administrators and regulators to decide the right kind
of framework that will provide a conducive environment for both neuromarketing
xxv
Preface
and metaverse domains to flourish in the coming times. The title will suggest target
audiences what they can do differently in terms of applying neuromarketing to win
over their customers in a more effective and efficient manner. The approach will
also be helpful for the development of new business models with a holistic focus on
providing mutual benefits for all the stakeholders including customers partners and
society at large. In sum, the application of Neuromarketing in the Metaverse will
provide profound insights that will create a win-win situation for all the stakeholders
across the domains of academia, practice, and policymaking among others.
Monika Gupta
Chitkara Business School, Chitkara University, Punjab, India
Kumar Shalender
Babita Singla
Nripendra Singh
Pennwest, University, USA
xxvi
Section 1
Metaverse
1
Chapter 1
Intelligent Libraries:
Using Metaverse as an
Enabling Technology
Mohammad Daradkeh
https://orcid.org/0000-0003-2693-7363
University of Dubai, UAE & Yarmouk University, Jordan
ABSTRACT
The emergence of Metaverse has provided new prospects and motivation for the
development of intelligent libraries. At the same time, it puts forward new requirements
and challenges to the professional competence of intelligent librarians. This chapter
analyzes the development opportunities of the Metaverse and its application prospects
in intelligent libraries to promote innovation and optimization of library services.
It also discusses the advantages of Metaverse and its underlying technologies, as
well as the theoretical logic of Metaverse application in libraries. Metaverse and
its related technologies are the key to promote libraries to fully intelligent libraries,
and the concept of Metaverse also creates more advantages for libraries in terms
of collection resource management, reading space, cultural promotion, reading
experience, and special user services to realize the morphological reform of intelligent
libraries. Intelligent libraries should seize the opportunity to create a new form of
innovative development of immersive experience.
DOI: 10.4018/978-1-6684-8150-9.ch001
Copyright © 2023, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.
Intelligent Libraries
INTRODUCTION
In today’s world, a new wave of technological revolution and industrial change

is emerging. Virtual reality technology is a representative technology of the new
revolution in science and technology, and will become a key technology to promote
the development of the digital economy and industrial transformation and upgrade. On
October 20, 2021, the World VR Industry Conference pointed out that the development
of virtual reality industry has a vast space and great potential; we should further
carry out “VR+” action, enrich terminal products and content services, and promote
the industrialization of virtual reality technology and industrial scale up (Zhang et
al., 2022). The innovation and development of virtual and reality industries have
changed the services of traditional cultural venues, and the emergence of metadata
has brought new opportunities to libraries. Each development of technological
revolution has brought disruptive changes to the service model of libraries. From
information to knowledge to big data, the service model of libraries has experienced
from the traditional service model to the digital library service model to the intelligent
library. The currently mentioned metaverse represents another disruption of the
library service model.
There are 3 stages in the development of intelligent libraries: pseudo-intelligent,
partially intelligent and fully intelligent (Njoku, Nwakanma, Amaizu, & Kim, 2022).
From the current stage of development of intelligent libraries, libraries are still in
pseudo-intelligent and partially intelligent stages (Alpala, Quiroga-Parra, Torres,
& Peluffo-Ordóñez, 2022). Technologies such as Web 3.0, Internet of Things,
big data, and cloud computing (Dai, Wang, & Gao, 2022) are widely used in the
intelligent services of libraries, but their intelligent services are limited by time and
space. The emergence of Metaverse will break the boundary between the digital and
physical worlds, expand the service boundary of intelligent libraries, and bring more
possibilities for their intelligent development. Therefore, exploring the transformation
of intelligent library service model under the perspective of Metaverse has distinct
significance for the development of intelligent library services.
CONNOTATIONS OF METAVERSE AND

INTELLIGENT LIBRARIES
Metaverse
Metaverse is a general concept describing future iterations of the Internet, consisting

of a continuously shared three-dimensional virtual space connected to a perceptible
virtual world (Allam, Bibri, Jones, Chabaud, & Moreno, 2022). The term originated
2
in the science fiction novel “Snow Crash” by N. Stephenson, in which the plot
takes place in a virtual space where real humans live with virtual people through
VR devices (Magalhães et al., 2022). Since the emergence of the metaverse to date,
there has not been a unified definition of the metaverse, and different vendors and
scholars have their own interpretations of the metaverse. The burgeoning of the
metaverse has a significant relationship with Facebook founder M. Zuckerberg’s
interview at TheVerge, in which he expressed his desire to turn Facebook into a
metaverse company (Nguyen, 2022). He also believed that the metaverse was the
future of the Internet. Since then, many scholars and entrepreneurs have started to
explore the concept of metaverse. Yang et al. (2022) argues that the metaverse needs
to achieve a high degree of realism, where people’s lives in reality can be mapped
to the metaverse space. Cappannari and Vitillo (2022) argues that the metaverse is a
virtual space parallel to and independent from the real world, a digital virtual world
that is increasingly realistic. Duan et al. (2021), the founder of r. Beamable, divided
the metaverse according to different levels. Following the advent of the metaverse,
many companies have sought to implement the concept, taking Roblox (Allam,
Sharifi, Bibri, Jones, & Krogstie, 2022), a gaming company listed in the U.S., as an
example, which was the first company to build a metaverse ecology. Later, major
manufacturers have been investing in building the metaverse.
The metaverse aims to build a sustainable virtual shared space while maintaining
the perception and experience of the real world, which requires adhering to the values
of co-creation, co-building, sharing, and co-governance, and fully integrating new
technologies such as big data, artificial intelligence, virtual reality, 5G, blockchain,
and 3D engines (Buhalis, Lin, & Leung, 2022; Chen & Lee, 2021). The technical core
of metaverse depends on integration and application, and its underlying technologies
are shown in Table 1. Different disciplines have different views on the exploration
of metaverse. However, in the field of graphical information, considering only
virtualization and digitization is not a prospect for the development of intelligent
libraries. The concept of intelligent libraries needs to be gradually realized. Only by
continuously introducing the underlying technologies of metaverse and upgrading
the intelligent services of libraries can we eventually realize the profound integration
of metaverse and libraries.
Intelligent Library
In 2003, M. Aittola of the University Library of Oulu, Finland, introduced the term
intelligent library (Hassani, Huang, & MacFeely, 2022), arguing that intelligent
libraries are not limited by time and space and can perceive mobile library services
that help users to find books and other types of materials in the library by connecting
to wireless Internet. Intelligent libraries are a three-dimensional combination of
3
Table 1. Major underlying technologies of metaverse
Underlying Technologies Implemented Functions

Artificial intelligence, digital twin Meta-universe ecology
Blockchain Access Verification
Artificial Intelligence, Cloud Computing Underlying algorithms
Expanded reality, robotics, brain-computer interface Virtual Reality Simulation
5G Unhindered Networks
physical space, digital space, and human society, as well as virtual technologies.
Core technology clusters such as intelligent technologies underlie their creation
and development (Baghalzadeh Shishehgarkhaneh, Keivani, Moehler, Jelodari, &
Roshdi Laleh, 2022). In the development of intelligent libraries, it undergoes pseudo-
intelligence and partial intelligence stages; the fully intelligent library is the final
form of intelligent library development (Eom, 2022). Although the fully intelligent
library is based on intelligent technology, the core of the fully intelligent library is
the integrated use of metaverse underlying technology. It aims at fully intelligent
library services and the realization of dual digital libraries. These two goals are also
the two stages of metaverse application in intelligent libraries.
The first stage of the fully intelligent library is to use the underlying technologies
of the metaverse, such as extended reality and blockchain, to achieve fully intelligent
library services, i.e., an unattended library (Eom, 2022). Since the key to the metaverse
lies in technological breakthroughs and technology integration, the development
of fully intelligent libraries at this stage also lies in the adoption and integration
of the underlying technologies of the metaverse. For this stage of development,
many libraries have made experimental practices, such as the WEB collection book
location system built by Harbin Engineering University Library (Duan et al., 2021)
and the University of Miami Library (Yang et al., 2022) using augmented reality
technology to identify books. However, these attempts can only partially solve the
consultation and service requirements of intelligent libraries without librarians, but
cannot truly achieve unattended fully intelligent services.
The second stage of the fully intelligent library is the construction of digital twin
libraries to realize the full intelligence of libraries in the real sense. In this stage,
the service of fully intelligent library should break through the limitation of time
and space. In the metaverse, the fully intelligent library provides users with digital
identity verification, and users can freely enter the virtual space of the library with
their digital identity without physical restrictions. Meanwhile, the real library’s
intelligent services reach the stage of full intelligence. With the realization of the
4
morphological changes of the fully intelligent library, its service model will change
in the following directions:
1. Most of the reading services provided by traditional libraries are for individual
readers, and there is a lack of interactive communication between readers and
patrons. For example, individual readers can enjoy the collection navigation
and display services of intelligent libraries using virtual reality technology
(Ruiz Mejia & Rawat, 2022; Wang, Yu, Bell, & Chu, 2022), but different
readers cannot interact with knowledge through such devices, and the devices
are fragmented from each other. In contrast, intelligent libraries emphasize
the interconnection of readers using Metaverse devices and technologies to
provide a shared reading space for readers. This shared space serves as a dual
modeling of the reader and the library, with multiple readers accessing twin
digital libraries as digital twins. This is not a conjecture; VR socialization has
been proposed for many years (Y. Wang et al., 2022).
2. The emergence of intelligent libraries means a closer relationship between
digital libraries and real libraries. When users enter a digital library, they do
not browse as a web page, but as a virtual library in the form of a second life
(Salem & Dragomir, 2022). The difference is the addition of physical interaction
and real-time rendering, which is lacking in the second life. The digital library
is a three-dimensional reconstruction based on the real library. Also, the digital
transformation of the collection resources in real libraries will be faster. With
the support of the underlying technology of metaverse, the digital library and
the real library continuously interact with each other, forming the prototype
of the intelligent library. Meanwhile, intelligent libraries can integrate more
services, such as health information center, medical libraries, audio-visual
entertainment, art galleries and museums, engineering libraries, etc. (Jamil,
Rahman, & Fawad, 2022), all of which can be realized in a twin digital library.
3. The realization of intelligent libraries in the metaverse perspective is not a
departure from reality, but a dual sublimation of digital and real libraries using
metaverse technology. For unattended services, although libraries have attempted
(Bolger, 2021), the real intelligent services have not been realized yet. For the
intelligent development of intelligent libraries, the underlying technology of
metaverse needs to be continuously adopted and improved. This includes the
use of 3D scanning technology, spatial distance and proximity sensing for
library navigation, image and text retrieval, real-time voice broadcasting for
users (Xiong & Wang, 2022), and intelligent monitoring using face recognition
technology and RFID technology (Y. Wang et al., 2022).
5
METAVERSE-BASED THEORETICAL LOGIC

FOR INTELLIGENT LIBRARIES
In the traditional era of literacy, libraries were places where knowledge was stored
and paper documents were kept for those who needed to read and learn (Dahan et al.,
2022). However, since the middle of the 20th century, human society has entered the
process of informatization, that is, the ubiquitous information society (Faraboschi,
Frachtenberg, Laplante, Milojicic, & Saracco, 2022). People’s requirements for
collection resources have become more personalized and diversified, and modern
libraries have become comprehensive places for people to learn knowledge and to
engage in casual recreation. Although traditional libraries continue to innovate in
their services, the optimization of services mostly involves physical space. With
the continuous development of mobile libraries and digital libraries, traditional
libraries have started to develop into intelligent libraries, but for a long time, the
development of digital libraries has lagged far behind physical libraries (Maddahi
& Chen, 2022). The arrival of metaverse, on the other hand, will enable libraries to
develop more quickly into intelligent and diversified libraries.
In terms of the underlying technology application of metaverse, Siyaev and Jo
(2021) proposed blockchain technology to help the equity management of digital
libraries, Hassani et al. (2022) proposed the integration of 5G and intelligent libraries.
Jin, Xu, and Leng (2022) reviewed and presented an outlook on the application of
artificial intelligence in libraries. Viewed from this aspect, metaverse is not a castle
in the air for the construction of intelligent libraries, and the technical references
behind it have been discussed by many scholars.
For the establishment of digital twin libraries, intelligent libraries pursue
authenticity, real-time and interaction among readers. Keshmiri Neghab, Jamshidi,
and Keshmiri Neghab (2022) proposed the theory of three-dimensional space and
virtual space-time tunnel in 2007. The virtual library in Second Life (Ahn, Kim, &
Kim, 2022) also tried spatial interconnection. Although it lacks real-time interaction
with readers and somatic simulation, its 3D modeling technology and digital
transformation of collection resources undoubtedly provide many experiences and
ideas for the application of metaverse in libraries.
PROSPECTS OF METAVERSE FOUNDATION

TECHNOLOGY IN INTELLIGENT LIBRARIES
The metaverse comes alive in 2021, and there is endless curiosity about the
metaverse in both the research and practice communities. The library community
should remain rational in the face of the transformational impulse and temptation
6
that the metaverse brings to libraries. Metaverse may not be realized in libraries
immediately, but exploring its underlying technology in intelligent libraries is one
of the directions to advance the library services.
Application Prospect of Virtual Reality in Intelligent Libraries
Metaverse and virtual reality are inseparable, and even virtual reality is the technology
underlying metaverse. Virtual reality usually refers to technologies such as VR (virtual
reality), AR (augmented reality), and MR (mediated reality). There have been many
attempts to apply these three technologies in the construction of intelligent libraries.
For example, the library administration of the University of Oklahoma has carried
out a “VR” project in the library to present text in the form of 3D images (Vishkaei,
2022). The library of the University of North Carolina at Miami, USA, uses AR
technology to allow patrons to see a brief description and history of the book while
viewing the shelves (Ukko, Saunila, Nasiri, Rantala, & Holopainen, 2022). In terms
of technology, VR, AR, MR, and Metaverse each have their own characteristics, but
there is a transition across generations.
The application prospect of virtual reality technology in intelligent libraries is
divided into two stages. The first is the application of virtual reality technology in
unattended libraries, which includes the integration of collection resources with
holographic projections using mixed reality technology. Patrons enjoy the combination
of visual and auditory sensations through head-mounted displays while reading books
and real-time navigation using AR technology. MR technology and AR applications
are used to help patrons pinpoint the location of books and obtain the borrowing
status and popularity of books (Buhalis et al., 2022; Popescu, Dragomir, Popescu, &
Dragomir, 2022). Second, the establishment of a digital twin library. At this stage, the
creation of a digital twin library must be based on the real collection resources. By
creating digital avatars for readers, the immersion of readers is enhanced by virtual
reality physical devices. The digital avatars and the borrowing habits of readers in
the real world promote relevant information to the digital twin library to provide
readers with real, comprehensive and diversified intelligent services.
Application of Blockchain Technology in Intelligent Libraries
Blockchain technology is a distributed recording method that allows users to track the
origin and ownership of digital tokens [36]. Regardless of the stage of development
of intelligent libraries, blockchain technology plays a crucial role. Blockchain
technology can determine the first upload time of virtual digital resources in digital
twin libraries through timestamps, prove the authenticity of digital resource owners
through full-node authentication and tamper-proof functions, and effectively maintain
7
the problem of identifying the property rights of digital resources in digital twin
libraries. It can also realize the interlibrary communication of digital libraries,
realize the direct cooperation between libraries-author, promote the circulation of
digital resources, and realize the block-chaining of library resources by building a
federated chain of digital twin libraries (De Ketelaere, Smeets, Verboven, Nicolaï,
& Saeys, 2022).
If blockchain is the core technology of metaverse, Non-Fungible Tokens (NFTs),
i.e., non-homogenized tokens, are the core of blockchain. NFTs are protected and
irreplaceable tokens on the blockchain. Since NFTs can map the value of real
items, their uniqueness and irreplaceability will provide a reliable basis for people
to map things in the real world to the metaverse. In this way, users can obtain the
corresponding economic rights and interests in the virtual and real worlds. In intelligent
libraries, NFTs can provide non-fakeable identifiers for the collection resources, and
these identifiers provide anchor values for the collection resources. The borrowing
records, values, and literature sources of the collection resources in the intelligent
library are encapsulated by the NFTs, and the circulation reading and promotion use
of the books are recorded on the blockchain through the NFTs. The management
of books will become easier and simpler, with information about the books being
synchronized and displayed through the rapid scanning of the NFTs. The NFTs also
empower digital twin libraries with a new form of intellectual property. The owner
of the collection is recorded in the NFT, and patents are granted through uniquely
identified NFTs. In fact, the first fiction book written using NFTs has also been
circulated on the blockchain (Park & Kim, 2022). In the future, digital resources in
the form of NFTs may also become part of intelligent library collections.
Application Prospects of Digital Twin

Technology in Intelligent Libraries
Digital twin technology is the process of constructing an identical entity in a virtual

space by digital means using a physical model to reflect its entire life cycle. Digital
twin technology itself is the core technology of digital twin libraries. Therefore,
for the purpose of introducing digital twin technology into intelligent libraries, the
discussion topic presented in this chapter focuses on the first phase of intelligent
libraries, i.e., how digital twin technology can achieve service optimization in
unattended libraries.
The goal of the unattended library is to provide fully intelligent self-service for
readers, and to improve the borrowing efficiency of readers by constructing a map
for planar navigation through digital twin technology, and by selecting different
areas of the library in the panoramic modeling and browsing the procedures of
the resource catalog of that area. During the borrowing process, the digital twin
8
technology is used to construct a dynamic display platform for the reading data
of the collection resources, provide real-time resource recommendations for the
readers, and create a twin portrait of the readers based on their reading habits and
reading interests (De Ketelaere et al., 2022) to make precise recommendations for
their next borrowing experience. Digital twin technology allows readers to obtain
more information about the books during the borrowing process and presents the
physical objects such as cultural relics and monuments in the books in a graphic form
to optimize the reading experience. However, unmanned libraries do not eliminate
the need for management staff. Twin librarians can provide consulting services
and reading navigation for patrons, while managers can use the twin libraries to
monitor and manage the library interior in real time, including facility maintenance
and security testing. At the same time, they can enhance the situational awareness
of service optimization by dynamically predicting the future resource demand of
the library based on the resources borrowed from the twin libraries. In general, the
application of digital twin technology in intelligent libraries is shown in Figure 1.
Figure 1. Application scenario of digital twin technology in intelligent libraries
9
SERVICE TRANSFORMATION OF INTELLIGENT

LIBRARIES FROM A METAVERSE PERSPECTIVE
The metaverse is not a monolithic development of blockchain, virtual reality and

artificial intelligence, but a synthesis of technological innovations. Therefore, the
development of metaverse in intelligent libraries should always be examined with
holistic thinking. This chapter examines the application of metaverse in intelligent
libraries in terms of collection resource management, shared reading space, special
user services, simplified lending methods, optimized reading experience, and cultural
promotion, and discusses the service transformation of intelligent libraries built by
metaverse. Figure 2 shows the ecology of intelligent library under the perspective
of metaverse.
Figure 2. Intelligent library ecology from a metaverse perspective
Collection Resource Management: Realizing

Intelligent Arrangement of Books
In the metaverse, the clustering, fusion and reorganization of multimodal information

resources are realized based on the intelligent library. A three-dimensional model
of the library is established using digital twin technology. For the arrangement
and classification of multimodal collection resources, the intelligent library is not
classified by subject areas, but by readers’ needs in the metaverse, and readers’
10
personalized needs become the main way of arranging the collection resources.
Based on readers’ needs, the intelligent library built in the cloud searches for books
in the whole domain and rearranges the books in the whole domain according to
their relevance to readers’ needs, with books with strong relevance placed at the
top of the subject area and books with weak relevance placed at the end. The next
time a reader performs a reading, the intelligent library has formed an arrangement
of books that meets the reader’s requirements. If the reader’s needs change, the
library performs a second search and rearranges them. The books in the library are
arranged differently according to the reader’s needs, so that each reader has his or
her own intelligent library in the metaverse.
Read Experience Optimization: Enjoy

Dynamic Real-World Reading
The evolution of social forms and iterations of literature repositories have led to
the transmutation of library mandates and changes in service approaches (Bibri &
Allam, 2022). Physical literature will always be fundamental to libraries, but the
emergence of metaverse has facilitated the integration of virtual and reality, allowing
the information and knowledge implicit in physical literature to be presented to readers
in a visual form. The traditional applications of virtual reality technologies are all
local virtual and local reality in nature, with problems such as lack of immersion
and low frame rates. The emergence of metaverse enables readers to achieve full
immersion in the reading process through human-computer interaction technologies
such as digital twins, spatial perception, motion capture, gesture recognition, and
digital twins, allowing readers to interact with the characters in the book and the
knowledge in the book to be presented in an audio-visual manner. The high degree
of immersion and interactivity not only satisfies the freshness of readers’ reading,
but also provides a new path for library culture dissemination.
Cultural Exhibition Promotion: A Novel Operational Model
In the Internet era, the influence of the traditional promotion mode of libraries is
gradually decreasing. Only by finding more innovative and unique promotion methods
can we attract the public’s attention. In metaverse, library managers can spread
culture through unique virtual library models, setting library themes regularly, and
conducting virtual book exhibitions. At the same time, NFTs on the blockchain can
be used to form a value bond with the collection resources for cultural promotion.
In fact, this promotion model has appeared in the art world, souvenirs, and fashion
world (Tromp, 2022). It is both possible and necessary for libraries to achieve
cultural promotion by producing their own unique cultural and creative products and
11
souvenirs, which are tied to NFTs. The introduction of blockchain technology into
the art world increases the attention of readers by constantly updating the library’s
themes in the metaverse and strengthening thematic connections with other fields.
Special User Services: Providing Cultural Services for All
According to the 14th Five-Year Plan for the Protection and Development of Persons
with Disabilities released by the State Council in 2021 (Chen & Lee, 2021), there
are tens of millions of persons with disabilities in China, most of whom are visually
and hearing impaired. Libraries, as public cultural service institutions, are unable
to provide services for disabled patrons. In most cases, people with disabilities are
limited by many conditions and are mostly in an information disadvantaged position.
In order to promote the equalization of public cultural services, it is necessary for
public libraries to explore a new model of public cultural intelligent services for
people with disabilities (Pamucar, Deveci, Gokasar, Tavana, & Köppen, 2022).
For people with disabilities, Metaverse can provide multiple service models
for libraries. For visually impaired patrons, libraries can use intelligent robots to
provide voice-assisted services to ensure that visually impaired patrons have a
voice to follow throughout the library. At the same time, the intelligent robot can
introduce them to the book categories and book contents of each shelf and avoid
crowded paths by calculating real-time foot traffic (Erdei, Krakó, & Husi, 2022).
For patrons with hearing impairment, visual reinforcement services can be provided
using metaverse technology, visual information prompting and visual information
retrieval using augmented reality, and text and images can be superimposed on real
objects in the library through AR devices. Another type of service is to create an
intelligent library in the metaverse that enables people with disabilities to borrow
books from their homes. With visual simulation through devices such as holographic
projection, odor simulation through devices such as odor sensors, physical simulation
through somatosensory devices, and mental simulation through brain-computer
interfaces, disabled readers can visit the library in the metaverse, such as creating
virtual reader images, lending and returning books, and experiencing virtual reading.
It is possible to visit the library in the metaverse, such as creating a virtual reader
image, lending and returning books, experiencing a virtual reading community, and
recording virtual notes.
Personal Knowledge Space: Readers Become

the Subject of Knowledge Creation
The metaverse itself is a continuous open space. Openness and sharing enable
metaverse to support user-generated content. This means that libraries that use
12
metaverse as an ecology also generate new ways of knowledge innovation. Patrons

can use the collection resources in the library to create artifacts in the metaverse
space, forming a personal knowledge space of the metaverse in the library. This space
is a virtual space built in the metaverse in the library, and readers create and publish
native digital knowledge through this virtual knowledge space, which is created
entirely based on virtual things, such as novels and movie works describing virtual
worlds. The personal knowledge space of different readers will become an important
part of the library in the metaverse, and then the digital creations of readers in the
knowledge space are associated with the collection resources of the library in the
metaverse with high intensity, which both strengthens the participation of readers in
the library in the metaverse and provides a new impetus for library transformation
(Shen, Tan, Guo, Zhao, & Qin, 2021).
Shared Reading Space: A Connected Online Library for All
Second life social platform brings us the prototype of metaverse, but the core of
Second life is the combination of stereoscopic modeling and internet. Readers can
only access the virtual library through the button and mouse device, lacking physical
interaction, and the reading experience is not much different from the traditional
digital library. The intelligent library of metaverse is a high integration of rules and
algorithm operation, blockchain and digital currency, and virtual reality, and builds
a fully simulated digital twin library based on the concept of digital twin. Readers
can enjoy library services at home through somatosensory devices and virtual
reality technology. The library in Second life provides ideas for the construction of
meta-universe libraries, such as the digital transformation of the collection and the
integration of open resources (Bibri, 2022). For the establishment of a metaverse
library, the library in Second life can be used as a framework to improve the
disadvantages of real-time rendering, physical interaction, and low latency, which
are lacking in Second life. Through better underlying algorithmic techniques and
physical modeling, the metaverse library can become a universal online library. In
this universal online library, a decentralized and multi-level shared space can be
established, and the service boundaries of this shared space can be enriched to add
more diverse virtual scenarios of learning, office, social, and entertainment to make
the service model of the metaverse library more comprehensive.
CONCLUDING REMARKS
The present chapter has explored the development opportunities and potential
applications of the Metaverse in the context of Intelligent Libraries. Through a
13
comprehensive analysis of the existing literature, the chapter aimed to evaluate the
advantages of the Metaverse and its supporting technologies, while also examining
the theoretical basis behind its utilization in libraries. The chapter highlighted the
impact of the Metaverse on various aspects of library services and operations, and
emphasized the significance of embracing it for the development of these institutions.
The literature review conducted in this chapter was based on studies published
within the past two years, exploring the implications of the Metaverse for the
development of Intelligent Libraries and the assessment of its impact on the library
service model. The methodology employed provided a clear understanding of the
role that the Metaverse plays in propelling libraries towards complete Intelligence,
and emphasized the need for libraries to embrace this technology in order to drive
their development and enhance their services.
The findings of this chapter suggest that the Metaverse and its related technologies
are the key to promoting libraries to fully intelligent libraries, and the concept of
the Metaverse creates more advantages for libraries in terms of collection resource
management, reading space, cultural promotion, reading experience, and special
user services. The chapter concludes by emphasizing the significance of exploring
the transformation of the Intelligent Library service model under the perspective of
the Metaverse, in order to drive the development of these institutions and enhance
their services.
In terms of future research directions, it is recommended that further studies be
conducted to explore the practical implementation of the Metaverse in libraries and
its impact on library services. This can be achieved through case studies, surveys,
and interviews with librarians, library users, and experts in the field of virtual reality
and libraries. Additionally, it is recommended that research be conducted to examine
the challenges and barriers that may arise during the implementation process, as
well as the potential solutions to overcome these obstacles.
In conclusion, the development of the Metaverse and its integration into Intelligent
Libraries has the potential to revolutionize library services and operations, and provides
a new form of innovative development of immersive experience. By embracing this
technology and exploring its potential applications, libraries have the opportunity to
achieve a new breakthrough in their transformation towards complete Intelligence.
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Enabled Sensing Technologies in the 5G/Internet of Things Era: From Virtual
Reality/Augmented Reality to the Digital Twin. Advanced Intelligent Systems, 4(7),
2100228. doi:10.1002/aisy.202100228
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inclines are so steep that we had all the sensations of a giant roller-
coaster as we dashed uphill and down. I expected a collision every
time another car passed. Now we shot around a curve where a slight
skidding might have hurled us into a ravine; and now climbed a hill
where the trestle-work trembled beneath us. We rode for some
distance through “Lovers’ Lane,” a part of the ninety acres of forest
in the public park, and later climbed the steep slope of Acropolis Hill.
On top of Acropolis Hill we inspected the city’s waterworks. The
supply is carried to a reservoir here from Lake Woodworth, five miles
away. The reservoir, which has been dug out of the rock, contains a
million gallons of water more than the regular needs of the city.
On another part of the hill are the municipal tennis courts and
baseball park. The tennis courts are made by laying a level plank
floor upon the uneven surface of the rocks, and erecting about it
fences of wire netting so high that the balls cannot possibly fly over
and roll down the steep slopes of the mountain. The ball park was
blasted out of the rock. It is so situated that the hills about it form a
natural grandstand, and consequently admission is free. The players
are paid by passing the hat.
We have a good view of Prince Rupert from Acropolis Hill. In
front of us is the harbour, sparkling in the sunlight and backed by
mountainous islands of green. Behind us are forest-clad hills, lost in
the clouds, and below is the city, connected with the mainland by a
great bridge of steel. The business section is made up of two- and
three-story frame buildings, painted in modest colours. Here and
there the spire of a church rises above the other roofs; and should
you take your spyglass you might pick out the signs of banks, stores,
and real-estate offices.
There are many comfortable one- and two-story wooden
cottages rising out of the muskeg. The people have blasted out the
stumps in making the foundations for their homes, and some have
brought earth and stones and built up level yards with lawns as
green and smooth as those of old England. All kinds of vegetation
grow luxuriantly. There are many beautiful flowers, and the town is
green from one end of the year to the other.
The climate here is milder than in Baltimore, Richmond, or St.
Louis. The mean temperature in summer is about sixty degrees
Fahrenheit, and in winter the thermometer seldom falls below eight
or ten above zero. There is but little snow in the winter. The rainfall
reminds me of that of southern Chile, where they say it rains thirteen
months every year. Because of the dampness the frosts are heavy,
and they sometimes cover the roads to a depth of three inches. Then
the people have tobogganing parties on these roller-coaster
highways.
Prince Rupert started with a boom. The town was planned and
partially developed before a single lot was offered for sale. The
Grand Trunk Pacific Railway decided upon the site, named it after
the first governor of the Hudson’s Bay Company, who was the
nephew of Charles I, and sent its engineers to clear the land, level
the hills, and lay out the city. The railway owned twenty-four
thousand acres of land and the first sub-division covered one twelfth
of that area. The future city was advertised, and auctions were held
in Victoria and Vancouver. The first lots brought high prices, and the
boom continued until the war halted its progress.
The inhabitants believe this city will become a great port and that
it will some day have a population of one hundred thousand or more.
With a view to the future, the city has built the largest floating dry
dock on the Pacific coast. It has cost more than three million dollars
and will accommodate ships up to six hundred feet in length and
twenty thousand tons capacity. Nearly three thousand vessels enter
the harbour in a year, and this number is on the increase.
Prince Rupert lies so far north on the globe that it is five hundred
miles nearer Yokohama than are Vancouver and Seattle. Moreover,
the journey from western Canada to Europe is shortened by the
railroad route from here to the Atlantic. England is only about four
days from Halifax. The Canadian National runs from there to this port
in one continuous line across the continent. It crosses eastern
Canada far north of the Great Lakes and from Winnipeg goes
through the wheat belt to Edmonton. It climbs the Rockies by easier
grades than any other road. It has short cuts by various connections
to all the United States cities, and it promises to be the fast freight
route for perishable products between Alaskan waters and the rest of
the continent.
The city is two days nearer Alaska by steamer than are the
Puget Sound ports, and travellers from the eastern parts of Canada
and the United States can reach there that much sooner by coming
here over the Canadian National.
The fisheries of British Columbia are the most valuable in the
Dominion. Prince Rupert has become one of the fishing centres of
the Pacific and the chief halibut port in the world. It has thirty-five
canneries and seven large cold storage plants, and scores of steam
vessels, sailing boats, and gasoline launches go back and forth
between here and the fishing grounds. About fifty American vessels
land their catches at this port every week, and every train that goes
eastward over the railway carries carloads of fresh fish to the cities
of the United States.
Halibut are caught for nine months of the year, twenty million
pounds being landed here in a single season. The moment they are
taken from the sea they are packed in ice for shipment or put into
cold storage. I am told that the fish can be kept perfectly fresh for a
month by the present method of packing. During the summer as
many as a half dozen carloads are shipped in one day. More than a
quarter of a million pounds were recently sent to New York and
Boston in a single trainload.
Prince Rupert has miles of streets made of
planks, upheld by trestle work, or resting on the rock
underlying the city. Most of the streets and building
sites were blasted by dynamite from the sides of the
mountains.
British Columbia leads all Canada in the value of
its fisheries, of which Prince Rupert is the centre.
More halibut is brought here each season than to any
other port in the world.
The animals, birds, and fish surmounting the
totem poles are the family crests indicating the
different branches of an Indian tribe at Kitwanga, not
far from Prince Rupert. The poles number a score or
more, and some are a hundred feet high.
The chief salmon fisheries of the Pacific coast are farther north
in Alaska, but nevertheless British Columbia’s catch is worth ten
million dollars a year. At Vancouver I saw the fleets of salmon
trawlers in the mouth of the Fraser. There are many salmon fisheries
near the mouth of the Skeena, not far from Prince Rupert, and forty
per cent. of all the salmon packed in the province is put up in this
city. The fresh fish are shipped only during the summer months, but
they are exported in a frozen state from the cold storage plants
throughout the winter.
CHAPTER XXXI
BY MOTOR CAR THROUGH THE
WILDERNESS
I have come into the Yukon Territory from Alaska. The trip from
the land of Uncle Sam to that of John Bull was made over the route
followed by thousands of gold seekers in the first great Klondike rush
in the winter of 1897, when the prospectors made their way on foot
over that frozen pass. It is now summer, and I have come from
Skagway to White Horse, where I am now writing, on the White Pass
Railway.
My first journey into the interior of the Yukon has been a motor
trip of a hundred miles on the overland trail that runs from here to
Dawson. The car was of American make, the chauffeur was
“Caterpillar Ike,” and the time was yesterday from midday to
midnight. We dashed through virgin forests, climbed mountains, flew
around dizzying curves, and skidded along narrow cliffs until my
heart was in my throat but my soul was full of thrills.
The overland trail begins at White Horse and runs through the
wilderness for a distance of three hundred and fifty miles to Dawson
at the mouth of the Klondike. It is more than one hundred miles
shorter than the river trip to the gold mines, and it is used to carry
mail, passengers, and freight during the cold winter months when
everything in this region is locked tight by Jack Frost.
The road through the forest climbs over ranges of mountains,
winds its way through the valleys, and crosses swamps, bogs, and
sloughs of mud that sticks like cement. In many parts of its course it
twists about like a corkscrew, as though the surveyors had laid their
lines along the trail of a rabbit, and a drunken rabbit at that. Here it is
bedded on rock, and there it half floats on a quicksand covered with
corduroy logs. In the spring of the year the six-horse teams of the
mail stage are often mired to their bellies, and have to be lifted from
the waxy clay by a block and tackle attached to the trees.
My ride over the trail took me as far as the crest of the range
beyond Little River, whence I returned to White Horse to go down the
Yukon by steamer. The motor trip was a moving picture of the
wonders of nature. On each side of the roadway the country is the
same as it was when Columbus discovered America; it is the same
as when the Scandinavian navigators drifted down our coast about
1000 A. D.—yes, I venture, the same as it was when old Cheops
built his great pyramid on the banks of the Nile. With the exception of
several log huts where meals are served to travellers, there were no
signs of human habitation, and aside from the roads, old and new,
not one mark of human labour. We were in no danger of meeting
other machines or farm wagons, although we might have run down a
covey of birds instead of the usual chicken, or a fox or a bear in
place of a dog. At one time a lynx leaped across the trail in front of
our machine, and later a great flock of grouse passed over our
heads with a whirr. I am told that hunters sometimes bag a good lot
of birds on this route by shooting them from automobiles.
All sorts of animal tracks were to be seen as we rode over the
trail. The woods are full of bears, brown and black, caribou in great
numbers, and wide-antlered moose. There are foxes and lynx and
millions of rabbits. We passed groves of small trees, every one of
which had been killed by the rabbits. They had eaten the bark off
during the winter, beginning when the snow was two or three feet in
depth and biting it away inch by inch as the snow melted, until a belt
of white a yard wide girdled each tree. The bark above and below
was dark green or brown, and the white shone out like ivory. Beavers
and muskrats abound in the streams, and there are many kinds of
squirrels, as well as gophers, that burrow like moles under the
roadway. We crossed many such burrows, our motor car hitting them
with a bump that shot us from our seats, so that our heads struck the
top.
Upon starting from White Horse we were told of a narrow escape
from a bear that one of the railroad clerks had had only the night
before. This man had gone out to a lake in the woods about five
miles away and made a good catch of fish. He was riding home on
his bicycle when a big black bear rushed out of the forest and upset
him. Fortunately, he fell near a dead root. He seized this as he
jumped up, and hit old Bruin a blow on the snout. Then, before the
bear had time to recover, he mounted his bicycle and sped away. But
the bear got the fish.
Our first stop was twenty-two miles from White Horse, at the
Tahkeena road house, on the Tahkeena River, where there is a
famous Irish cook, Jimmy. The road house is built of logs and heated
by a stove made of a hundred-gallon gasoline tank. The tank lies on
its side, resting on four legs made of iron pipe. A stovepipe is fitted
into the top and a door is cut in one end. The result is an excellent
heating device, and one that is common in many parts of Alaska and
the Klondike. We got a snack at this road house on our first stop and
had an excellent dinner there on our return.
We crossed the Tahkeena River on a ferry boat attached to a
cable worked by the current. We then rode on through a parklike
country, spotted with groves of pine trees, each as high as a three-
story house, as straight as an arrow, and, branches and all, no
bigger around than a nail keg. I cannot describe the beauty of these
trees. Where they were thick we rode for miles through walls of
green twenty or thirty feet high, and in places where the trees had
been burned by forest fires the walls were of silver, the dead
branches having been turned to the most exquisite filigree.
The trees here are like those of most parts of interior Alaska.
They grow in the thin soil, nowhere more than six inches or so deep,
which is underlaid by strata of earth that have been frozen for
thousands of years. The moss on the top of the soil acts as an
insulator and keeps the ice from melting except on the surface. The
roots go down to the ice and then spread out. When a tree dies one
can easily pull the stump out, roots and all, and throw it aside. The
overland trail was cleared in this way, and the sides of it are fenced
with piles of such trees.
We are accustomed to think of this part of the world as all snow
and ice. That is so in winter, but in summer the whole country is as
spotted with flowers as a botanical garden. During our ride we
passed great beds of fireweed and motored for miles between
hedges of pink flowers, higher than the wheels of our automobile.
The woods that had been swept by forest fires were dusted with pink
blossoms, and in the open spaces there was so much colour that it
seemed as though Mother Nature had gone on a spree and painted
the whole country red. In one open place where we stopped to put
on a new tire, I picked nineteen varieties of wild flowers. Among
them were roses of bright red, and white flowers with petals like
those of a forget-me-not. There were also blue flowers the names of
which I do not know, and daisies with petals of pink and centres as
yellow as bricks of Klondike gold.
The mosses were especially wonderful. One that looked like old
ivory grew close to the ground in great patches. It reminded me of
the exquisite coral of Samoa and the Fijis. I am told that this moss is
the favourite food of the reindeer, and that the caribou paw their way
down through the snow to get it. Another curiosity found here is the
air plant. I have always thought of orchids as confined to the tropics,
but in this part of the world are polar orchids, great bunches of green
that hang high up in the trees.
The character of the country varied as we went onward. Now our
way was across a rolling plain, now the road climbed the hills, and
again it cut its way through the mountains. At one break in the hills
we could see the Ibex Range, with glaciers marking its slopes, and
its peaks capped with perpetual snow. In other places the mountains
were as green as the hills of the Alleghanies, and they had the same
royal mantle of purple. Just beyond the Tahkeena River we rode
through a valley walled with mountains from which the earth had
been torn by a cloudburst a few years before. The faces of the green
hills were covered with clay-coloured blotches and they looked as
though they had been blasted by leprosy or some earthy plague.
We crossed one little glacial river after another, and rode through
valleys that are covered with ice in the winter and become soup
sloughs in the spring. A great part of the way was over what is
known as glacial clay. This clay is solid when dry, but when moist it
has the consistency of shoemakers’ wax and, like a quicksand,
sucks in anything that goes over it. A railroad track built on it and not
well protected by drainage may disappear during a long rainy
season.
The labour of keeping the overland trail in order reminds one of
that of Hercules cleaning the Augean stables. The road bed has had
to be filled in and remade again and again. The route is changed
from year to year. Now and then we passed an old roadway that had
become so filled with boulders that a man could hardly crawl over it.
This region had no rain for three months until day before yesterday,
when enough fell to change the whole face of Nature, and make this
glacial clay like so much putty. Our automobile weighed more than
two tons, and we had to go carefully where there was any doubt as
to the condition of the clay. At one wet spot we found ourselves
down to the axles, with the wheels held fast in the mud. We had
brought with us an axe and a long-handled shovel for use in just
such an emergency. We cut down trees and made a bed of branches
in front of the car. A pine track was put under the wheels and a pine
tree used as a lever to aid the jack in getting the car out of the mud.
It took us about two hours to dig the machine from the clay and get it
on the firm road bed. After that when we came to soft clay we turned
out and sought new roads through the grass or rushed over the wet
spots to prevent the car from sinking.
The overland trail is used almost altogether during winter,
although the Canadian government keeps it in such a condition that
it is fit for travel in summer. It is, on the whole, better than most of
Uncle Sam’s roads in Alaska, and in the winter makes possibles
regular mail service into the Klondike. The freight and the mail are
carried on great sleds hauled by six horses, with relays at the
various road houses. Each house has stables for the horses and at
some of them there are sleeping accommodations for passengers.
At the Tahkeena road house I saw a great stack of horse feed
that had been brought up the Tahkeena and cached there for the
winter, and at the Little River road house I saw one of the sleds used
for carrying foodstuffs and other perishables into the Klondike during
the cold season, when the thermometer may fall to seventy degrees
below zero. The sled was a covered one, large enough to carry three
or four tons. It was so arranged that carbon heaters could be placed
in troughs around its bed. These heaters keep the tightly covered
load from freezing. Such sleds are drawn by four or six horses,
according to the state of the roads.
The Canadian government has already spent a great deal on
this road, and its upkeep costs thousands of dollars a year. Within
the last few years the trail has been much improved for the use of
automobiles. The first time an automobile road was proposed many
people scoffed at the idea and said that it could not be done. The
matter came up before the Parliament at Ottawa and was discussed
pro and con. An appropriation of fifty thousand dollars had been
asked. The objections made were that automobiles could not be run
in the low temperature of the Yukon, and that the road was so rough
that the machines could never make their way over it.
Built at the height of the Klondike gold rush, the
White Pass Railway transported thousands of
prospectors and millions of dollars’ worth of gold
during the first few years of its existence. It is one
hundred and eleven miles long and connects
Skagway with White Horse.
For more than half the year the Yukon River is
covered with ice, and then mail, freight, and
passengers for the interior are carried on sleds by
way of the Overland Trail from White Horse to
Dawson.
“Our first stop was at the Tahkeena roadhouse,
famous for its Irish cook. It stands on the banks of the
Tahkeena River, which we crossed on a ferry.”
This discussion occurred in the midst of the winter, and while it
was going on the Honourable George Black, who was then
Commissioner of Yukon Territory, decided to show parliament that
the undertaking was practicable. He made an arrangement with C. A.
Thomas, the resident manager of the Yukon Gold Company at
Dawson, to take a forty-horse-power automobile over the trail. With a
chauffeur, the two men left Dawson when the road was covered with
snow and the thermometer far below zero. The long winter nights
were at hand and the sun shone only an hour or so every day. The
darkness was conquered in part by a locomotive headlight on the
front of the car.
The trip to White Horse and return was made within fifty-six
hours, of which thirty-six hours was actual running. The distance of
seven hundred and twenty miles was covered at an average speed
of twenty miles an hour for the running time of the round trip. During
the journey the thermometer fell to fifty-six degrees below zero, but
the air was dead still, and wrapped up as they were in furs, the men
did not realize how cold it was until they came to a road house and
read the thermometer.
It was necessary to keep the machine going continuously, for
during a stop of even a few minutes the engine would freeze and the
oil congeal. At one time their gasoline gave out and they had to stop
twenty miles away from a road house they had expected to reach. A
dog team was found and sent on to the road house, but while they
waited the engine froze and the oil became stiff, and they had to
build a fire under the car with wood from the forest before they could
start off again. When they had completed the journey and returned to
Dawson the bill for the road appropriation was just coming up for
action. The news of their trip was telegraphed to Ottawa and the bill
was passed.
CHAPTER XXXII
FROM WHITE HORSE TO DAWSON
Within the last fifteen days I have travelled by foot, by rail, and
by steamer from the headwaters of the Yukon to Dawson, a distance
of five hundred miles. The river has one of its sources in the coast
range of mountains only fifteen miles from the Pacific Ocean. It starts
as a trickling stream of icy cold water and winds its way down the
hills to Lake Bennett. On the White Pass Railway I rode twenty-five
miles along the east shore of that lake to Caribou, and thence for an
hour or so farther to White Horse. That town is at the head of steam
navigation on the Yukon, from where one can go for more than two
thousand miles to the mouth of the river on Bering Sea, not far from
the Arctic Ocean.
The Yukon makes one think of Mark Twain’s description of the
Mississippi, which he knew so well as a pilot. He said: “If you will
peel an apple in one long paring and throw it over your head, the
shape it will have when it falls on the floor will represent the ordinary
curves of the river.”
Let me take you with me on my trip down this looping river. In its
upper reaches, it winds about like a snake. It narrows and widens,
now measuring only a few hundred feet from shore to shore, and
now almost as broad as a lake. It is full of sand banks, and there are
rocky cañons through which our boat shoots, its sides almost grazing
the cliffs.
Our ship down the Yukon from White Horse is the little steamer
Selkirk, drawing between four and five feet of water. Nevertheless, it
is so skilfully handled that it twists and turns with the current and at
times swings about as though on a pivot. Now the pilot throws the
boat across the stream and lets the current carry it along, and now
he drives it through the rapids, putting on steam to make the paddles
go faster.
In addition to the boat itself we have a great barge to care for.
Most of the freight that goes down the Yukon is carried on barges
pushed along in front of the steamers. The load of to-day consists
largely of cattle. The barge is enclosed in a high board fence, within
which are eight cow pens, with a double-deck sheep-fold at the back.
There are one hundred and fifty beef cattle in the pens and two
hundred live sheep in the fold. The animals were brought by rail from
Calgary to Vancouver. There they were loaded on a Canadian
Pacific steamer and carried through the thousand miles of inland
waterways that border the west coast of the continent to Skagway.
They were then taken over the mountains on the White Pass
Railway, and are now on their way to Dawson, where they will be
transferred to another steamer that will push them a thousand or
fifteen hundred miles more down the Yukon.
The freight charges are so heavy that the animals selected must
be of a high grade. The steers average three fourths of a ton and
several of them weigh close to two thousand pounds each. They
were raised on grass and are now fed on the bales of alfalfa piled
around the edge of the barge.
From White Horse, at the head of navigation on
the Yukon, during the open season from June to
October one can travel by steamer down that river for
two thousand miles to Nome on Bering Sea.

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Applications of Neuromarketing in the

Metaverse 1st Edition Monika Gupta

Swarm Intelligence and Machine Learning: Applications

The Future of Digital Communication: The Metaverse

Pattern Recognition and Data Analysis with Applications

Multimodal Biometric Systems: Security and Applications

Strategies and Opportunities for Technology in the

3D Printing: Fundamentals to Emerging Applications 1st

Independent Music and Digital Technology in the

New Electron Correlation Methods and their

A volume in the Advances in

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Names: Gupta, Monika, editor. | Shalender, Kumar, 1984- editor. | Singla,

British Cataloguing in Publication Data

All work contributed to this book is new, previously-unpublished material.

For electronic access to this publication, please contact: eresources@igi-global.com.

The Rise of Blockchain Applications in Customer Experience

Global Perspectives on the Strategic Role of Marketing Information Systems

Big Data Marketing Strategies for Superior Customer Experience

Managing Festivals for Destination Marketing and Branding

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701 East Chocolate Avenue, Hershey, PA 17033, USA

Compilation of References............................................................................... 291

About the Contributors.................................................................................... 327

The advent of technology backed by digitalization is bringing innovative and new

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Compilation of References............................................................................... 291

About the Contributors.................................................................................... 327

APPLICATION OF NEUROMARKETING IN THE METAVERSE

We live in a fast-changing world of marketing. Right from breakthrough innovations

Relevance of Neuromarketing in Metaverse

The fast-changing consumer behaviour is one of the most important dimensions of

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Table 1. Major underlying technologies of metaverse

Underlying Technologies Implemented Functions

METAVERSE-BASED THEORETICAL LOGIC

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Application Prospect of Virtual Reality in Intelligent Libraries

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Figure 2. Intelligent library ecology from a metaverse perspective

Collection Resource Management: Realizing

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Read Experience Optimization: Enjoy

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metaverse as an ecology also generate new ways of knowledge innovation. Patrons

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