A Bibliometric Analysis of Marketing in Metaverse

Abstract

The emergence of the Metaverse, a digital platform that seamlessly integrates virtual and physical realities, has garnered significant attention in marketing. This concept combines various Information and Communication Technologies (ICTs) to create a synergistic platform where users can participate in a wide range of activities including socializing, creation, asset trading, work, and learning. The Metaverse offers distinct marketing opportunities that allow brands to engage with consumers innovatively, gain a competitive edge, and obtain valuable insights into user behavior. This article presents a comprehensive bibliometric analysis of marketing within the Metaverse, exploring its historical origins, real-time operations, and potential to revolutionize marketing through immersive experiences and a virtual economy. Through this review, key research themes and trends are identified, shedding light on the necessity for further academic exploration in this rapidly evolving field. The study emphasizes the potential of Metaverse to shape digital marketing strategies and its broader societal implications. As a result, this research serves as a valuable resource for academics and practitioners seeking to comprehend the impact of the Metaverse on marketing research and practice.

Int. J. Soc. Sc. Manage. Vol. 12, Issue-4: 174-184.