Metaverse evreninde tüketici davranışları üzerine yapılan çalışmaların bibliyometrik analizi

It can be said that the metaverse concept has gained an essential place in the rapidly developing world of digital technology and virtual reality. It is possible to state that this virtual universe reveals new perspectives on consumer experiences, preferences and consumption habits. Understanding how traditional consumer behaviours occur in the Metaverse and how these new interactions shape existing consumption patterns is essential. Considering the increasing academic interest and volume of studies in this field in recent years, this study aims to identify the literature on consumer behaviour in the Metaverse and prepare a conceptual framework for possible future studies. The analysis and evaluations made by the bibliometric analysis method tried to reveal topics such as which topics come to the fore in understanding consumer behaviour in the context of the Metaverse universe and which keywords are more frequently included in the literature. All studies (articles, papers, book reviews, etc.) in the Web of Science Core Collection database were scanned using the keyword "Metaverse consumer behaviour", and the data were analysed using the VOSviewer program. Ninety-eight studies conducted between 2010 and 2024 were analysed. According to the findings, there has been a significant increase in the studies on consumer behaviour in the Metaverse universe in recent years, especially in 2023 and 2024. The findings also show that the most frequently cited keywords in the studies are 'Metaverse', 'Consumer Behaviour' and 'Virtual Reality', the most cited authors are D. Gürsoy, A. Dhir and S. Malodia, and the most cited countries are the United States and India. It can be said that Turkey's contribution to the literature in this field is limited. When the bibliometric studies in the literature are examined, no study has been found in which studies on consumer behaviour in the Metaverse universe have been subjected to bibliometric analysis. It is thought that the study will contribute to filling the gap in the literature to a certain extent due to the general map and the analysis made as a result of bibliometric analysis.