A facial expression and expert recommendation fuzzy decision-making approach for sustainable business investments within the metaverse world

Abstract

Commercial transactions in the metaverse have become more popular in recent years. Sustainable investments are a prerequisite to metaverse survival and growth. There are various factors that have an impact on the performance of sustainable business investments, such as financial analysis and organizational effectiveness. However, each of these improvements leads to increased investment and costs. These new investments may create a heavy financial burden on businesses. In this context, there is a great need to conduct a priority analysis of the criteria affecting these investments in the metaverse. This study uses a balanced scorecard to analyze the alternatives of sustainable business investments in the metaverse. For this purpose, a hybrid quantum spherical fuzzy decision-making approach is proposed by using the facial action coding system and collaborative filtering to measure the weights of the balanced scorecard perspectives with the extended decision-making trial and evaluation laboratory (DEMATEL) and to rank the alternatives of sustainable business investments within the metaverse with the extended technique for order preference by similarity to ideal solution (TOPSIS). The analysis perspectives are finance, customers, internal process, learning, and growth. The alternatives are determined as real estate, commerce, tourism, education, and community development for sustainable virtual investment decisions in the metaverse. The novelty of this study is to construct a new decision-making approach based on facial expressions, expert recommendation systems, and the quantum spherical fuzzy sets, as well as a new concept of sustainable business investments within the metaverse. It has been determined that the organizational effectiveness of the enterprises is very important in realizing sustainability goals and increasing sustainability performance. Similarly, tourism is the most suitable sustainable virtual investment area in the Metaverse universe. Using resources to ensure organizational effectiveness helps businesses reduce energy, water, and raw material consumption. This situation contributes to achieving sustainability targets as it allows the consumption of fewer natural resources.