Deciphering explaining mechanisms in Metaverse research: a systematic review and theoretical framework for business innovation

Purpose This study pursues two objectives: (1) to assess the current state of Metaverse research and (2) to identify the mediating variables shaping adoption intention, implementation, engagement and business performance in Metaverse contexts. Design/methodology/approach A PRISMA-based systematic review was combined with thematic analysis and text mining, supported by multiple quality filters. A final sample of 47 peer-reviewed studies on mediating mechanisms in Metaverse research was analyzed, generating eight thematic streams that informed a consolidated theoretical framework and hypothesis directions for future empirical work. Findings Results map the evolving landscape of Metaverse marketing research, underscoring the intersection of immersive technologies, consumer behavior, and strategic marketing innovation. Eight dominant themes emerged: technological and design aspects, human and social interaction, business and economic impacts, cultural and societal implications, psychological and emotional dimensions, trust and security, innovation and future prospects and theoretical foundations. Across these, two major clusters of mediator constructs were identified: (1) experiential–perceptual mediators (e.g. perception dynamics, soulscape and multisensory experiential states) and (2) capability–strategic mediators (e.g. knowledge capacity, value–motivation mechanisms and strategic adaptability). A comprehensive mediating-variables framework with potential dependent outcomes is proposed. Originality/value This study offers one of the first integrative syntheses of mediating variables within Metaverse marketing research. By combining PRISMA procedures with rigorous thematic analysis, it provides a replicable approach for uncovering latent constructs in this rapidly advancing field. The findings extend marketing theory into immersive digital environments and offer actionable insights for scholars and practitioners designing consumer-centric strategies for the Metaverse.