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August 11, 2025Marketing and Management of InnovationsOpen Access

Revisiting Metaverse Marketing: A Bibliometric Analysis

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Authors

RÖResul ÖztürkZKZeynep KIZILKAN

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Overview

Bibliometric analysis reveals evolving trends in metaverse marketing and highlights interdisciplinary collaboration.

Key Points

  • Metaverse marketing is evolving, with increasing diversity in applications such as consumer behaviour and game marketing.
  • The analysis includes 289 documents from Web of Science and Scopus, showcasing the growing body of literature.
  • Using bibliometric methods, the study highlights the importance of collaboration in advancing research on metaverse marketing.
  • Future research could explore metaverse marketing's role in health and education, addressing theoretical gaps and ethical issues.

Cite This Study

Öztürk et al. (2025) studied this question.

synapsesocial.com/papers/68a35ef30a429f7973328465https://doi.org/10.21272/mmi.2025.2-05
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