Revisiting Metaverse Marketing: A Bibliometric Analysis

Digital technologies, which have now become the primary driving force behind social and economic structures, are emerging as transformative innovations in online marketing alongside the metaverse concept. Metaverse marketing, which creates a digital universe by offering consumers unique experiences, plays a critical role in restructuring marketing strategies. This study was conducted to thoroughly examine the field of metaverse marketing via bibliometric analysis methods. To this end, 289 documents from the Web of Science (WoS) and Scopus databases and R Studio and VOSviewer software were used. The research was analysed via performance analysis and science mapping techniques. The study’s findings indicate that while the literature on metaverse marketing initially concentrated on establishing conceptual foundations, it has since diversified into practical applications, including consumer behaviour, game marketing, and the flow experience. In addition, it has been observed that collaboration among researchers who are influential in metaverse marketing accelerates progress in the field and increases interdisciplinary interactions. This study provides important insights into how the metaverse transforms marketing paradigms and, further, sheds light on the research ecosystem. In terms of practical contributions, marketing professionals will be able to leverage the opportunities the metaverse offers to gain a strategic advantage and a deeper understanding of consumer interactions in digital environments. Future research may investigate the potential of metaverse marketing in less explored domains, such as health and education, while also thoroughly examining issues related to the virtual economy and ethical considerations. This study establishes a foundation for subsequent inquiries into metaverse marketing and proposes new research avenues to address existing theoretical gaps.