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Marketing in the Metaverse: A Comprehensive Bibliometric Literature Review

In: Advanced Perspectives and Trends in Digital Transformation of Firms, Networks, and Society

Author

Listed:
  • Luca Venturini

    (University of Naples Parthenope)

  • Annarita Sorrentino

    (University of Naples Parthenope)

Abstract

The Metaverse is an emerging digital paradigm that has the potential to transform marketing dynamics and create unprecedented opportunities for brand-consumer interactions. This study undertakes a thorough bibliometric literature review on marketing in the Metaverse, meticulously analyzing the evolution of the field, its pivotal research domains, and the directions it is poised to take in the future. The study utilizes bibliometric analysis to identify dominant trends, author and institutional collaborations, and unexplored research gaps. The findings emphasize the growing importance of immersive technologies, engagement strategies, and user experience personalization as critical factors contributing to the success of marketing initiatives in the Metaverse. Furthermore, the review illuminates the integration of virtual and augmented reality, gamification, and digital fashion as pivotal elements that shape consumer behavior and brand positioning within this emerging digital ecosystem. The study also discusses the implications of these advancements for businesses and researchers, emphasizing the need for interdisciplinary approaches to address the challenges and opportunities of Metaverse marketing. This review offers a valuable framework for scholars and practitioners seeking to understand the development and potential of this evolving digital landscape.

Suggested Citation

  • Luca Venturini & Annarita Sorrentino, 2025. "Marketing in the Metaverse: A Comprehensive Bibliometric Literature Review," Springer Proceedings in Business and Economics, in: Francesco Schiavone & Nessrine Omrani & Heger Gabteni (ed.), Advanced Perspectives and Trends in Digital Transformation of Firms, Networks, and Society, chapter 0, pages 437-442, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-80692-6_35
    DOI: 10.1007/978-3-031-80692-6_35
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