Exploring the Relevance of the Metaverse for Consumers: A Systematic Literature Review

The rise of digitalization is transforming our world, pushing people to spend considerable time on digital platforms (e.g., social media, branded apps, metaverse). Consumers’ desire to participate in value co-creation processes and tools that enable them to feel included, such as the metaverse, are highly encouraging. The metaverse has transitioned from fictional notion to a thriving digital ecosystem, functioning as a collective of virtual spaces where users navigate between digital and physical realities. It fosters social interactions through digital avatars, supports value generation, and experience co-creation by integrating mixed reality, ambient intelligence, and advanced ICTs. This immersive platform not only enhances consumer interactions but also reshapes work, socialization, and experiential dynamics beyond physical constraints. By exploring virtual service dynamics, product interactions, and engaging immersive experiences, the metaverse reveals vast potential for redefining consumer behavior and value creation. It signifies a network of interconnected virtual worlds, continuously evolving as a crucial element in digital interaction and engagement. This chapter aims to decode the metaverse’s transformative impact from a consumer perspective, focusing on the primary bibliometric trends, thematic areas, and knowledge structures within this realm.