The missing link in metaverse research: value co-creation and triadic relationships in brand communities

Objective: This study maps the scientific production of the metaverse within the field of Marketing, specifically examining the absence of research on triadic relationships and value co-creation within brand communities. These elements are fundamental for understanding how individuals perceive their actional self, and their capacity to act, co-create, and establish a sense of belonging in immersive digital environments. Method: A bibliometric analysis was conducted using the Scopus database, identifying 599 relevant articles through targeted keyword combinations. The study employed VOSviewer and Bibliometrix software to analyze keyword co-occurrence, author collaborations, and thematic research clusters. Originality/Relevance: While metaverse-related research has expanded significantly, this study identifies a critical gap: there is little academic discussion on how consumers interact, co-create, and form meaningful relationships within three-dimensional brand communities. No bibliometric studies have been found focusing on this intersection. Findings: The findings indicate that current metaverse research is largely dominated by discussions on technology, digital infrastructure, and economic models, whereas relational and community-building aspects remain marginal. Studies on value co-creation are primarily concentrated in tourism and hospitality, with little exploration of consumer participation in brand communities. Furthermore, triadic relationships, a key component in consumer engagement and identity formation, are virtually absent from this literature. Theoretical/Methodological Contributions: This study systematically maps the academic landscape on metaverse-based brand communities, filling a gap in the marketing literature. It highlights the need for a deeper exploration of value co-creation and social interactions in immersive environments, proposing ten key avenues for future research. Social and Managerial Implications: As digital interactions increasingly shift toward immersive platforms, understanding the mechanisms of community participation and value co-creation in the metaverse becomes crucial. This study underscores the need for businesses, researchers, and policymakers to explore how individuals develop their actional self, that is, their perception of themselves as agents capable of action, deserving of belonging, and actively co-creating experiences in virtual brand communities. These elements will shape the future of digital experiences.