Analyzing the Effectiveness of Arab Metaverse Platforms and their relationship with content quality: A Study on a Sample of Emirati Institutions

Document Type : Original Article

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1 PhD researcher at the Faculty of Mass Communication, Cairo University, Department of Public Relations and Advertising

2 Associate Professor of Public Relations and Advertising and the supervisor on the researcher

Abstract

 
 
This research examines the development and effectiveness of Emirati metaverse platforms within the Arab digital landscape, focusing on five key entities: Artificial Intelligence Journalism for Research and Forecasting (AIJRF), Ajman Police, Dubai Chamber of Commerce, Dubai Charity Association, and the University of Sharjah’s College of Communication. It evaluates service quality, content, interaction design, and the skills of communication personnel, linking these to user engagement levels. Guided by Stakeholder Theory, the study emphasizes the importance of addressing the interests of all platform participants to boost overall effectiveness.
Using a descriptive-analytical method and a custom content analysis tool, the study identified key trends in design quality, user interaction, and communication efficiency. AIJRF stood out with the highest weekly visitor count and high-quality content, while Ajman Police and the Dubai Chamber also demonstrated strong engagement and service design. In contrast, the platforms of Dubai Charity Association and the University of Sharjah showed weaker performance in both design and user interaction.
A significant correlation was found between the skill level of communication specialists and the success of platform content and engagement. The study recommends enhancing specialist training in VR and AR tools, improving interface design, and promoting culturally relevant Arabic content to strengthen the presence and effectiveness of Arab metaverse platforms.
 
 
 

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