METAVERSE IN A MARKETING CONTEXT: A SYSTEMATIC LITERATURE REVIEW

In recent years, major brands have increasingly ventured into the metaverse, showcasing innovative digital offerings. Nike has notably launched .Swoosh and Nikeland within Roblox, while luxury brands like Louis Vuitton, Prada, Balenciaga, and Thom Browne. Given the rapid rise of this technology and the proliferation of related research, a literature review is warranted to address existing inconsistencies. A bibliometric analysis of 182 scientific papers was conducted, categorizing the literature into five distinct clusters: responsible innovations, brands in the metaverse, impacted behavior, user engagement, and blockchain premises. The discussions highlight the benefits of using the metaverse in marketing through immersive technologies and blockchain for improved engagement and sustainability. However, concerns include overstimulation, the effectiveness compared to traditional advertising, and ethics surrounding data privacy. This review provides an original systematic perspective on current research trends and future directions, aiming to enhance the understanding of metaverse in a marketing context.