Making Sense of the Metaverse: Empirical Insights on How Social Virtual Reality can Create Value | X-TALK

Monthly Meet-ups in the AREA X


Welcome to X-TALKS! Every second Thursday of the month we invite you to an international meet-up in our virtual venue AREA X.

Not only do we have speakers who share their experiences around new, immersive forms of storytelling with us. You also get the opportunity to meet new people and exchange ideas around our campfire.

X-TALK DECEMBER: Thursday, Dec 9, 2021, from 8:00 PM to 9:45 PM (CET)

Speaker: Prof. Dr. Thorsten Hennig-Thurau alias “ProfTHT”, Academic Director of the XRLab@MCM

Topic Description: Social interactions are the essence of the "Metaverse". What is unclear yet is where and how meeting others in VR adds more value than interactions in 2D environments such as via Zoom-- either for those who meet or those who employ those who do. Based on a series of real-word experiments, Professor Hennig-Thurau and his XRLab@MCM team share empirical insights on what works in the Metaverse and what doesn't (yet). They also shed light on the psychological mechanisms through which social VR can generate value.

About the Speaker: Prof. Dr. Thorsten Hennig-Thurau alias “ProfTHT” serves as Academic Director of the XRLab@MCM. He holds the Chair of Marketing & Media Research at the Marketing Center Münster and oversees the university’s M.B.A. in Marketing program. He is consistently ranked as one of Germany’s leading business scholar; the Stanford study in PLOS lists him among the Top 100 most impactful marketing scholars globally. Thorsten’s work studies the digital economy and has been honored with a number of awards, including a Lifetime Award for Published Scholarly Contributions from the UCLA and the JAMS Sheth Foundation Best Paper Award in both 2015 and 2018.


On the second Thursday of the month, we invite to an international meet-up at AREA X, our venue in Virtual Reality. In addition to a speaker who shares his experiences around new, immersive forms of storytelling with us, our meetings offer plenty of time and space for exchange around our campfire.

X-NIGHT is a social VR event from the series IMMERSIVE X hosted by vm-people.
Partners: eXperimental Reality Lab + Karlshochschule.

Please find more information about the X-NIGHTS at

Learn more about vm-people at


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If you wish to not be recorded, simply leave the event. (But we hope you’ll stay!)