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September 30, 2025Studia Universitatis Babeș-Bolyai NegotiaOpen Access

A Systematic Review of Consumer Behaviour Across Engagement Stages in the Metaverse

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Authors

VIVizeli IbolyaMAMónika‐Anetta AltZSZsuzsa Săplăcan

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Overview

This systematic review identifies motivations and trends in consumer behaviour within the metaverse, highlighting engagement stages and implications for future research.

Key Points

  • Engagement in the metaverse is categorized into three stages: pre-engagement, engagement, and post-engagement.
  • The review reveals significant research gaps in understanding brand experience impact on real-world purchase intentions.
  • Surveys dominate the research methods used, particularly focusing on consumer behaviour in retail, fashion, and tourism.
  • Second Life emerged as the most studied platform for consumer behaviour in the metaverse, guiding future empirical research.

Cite This Study

Ibolya et al. (2025) studied this question.

synapsesocial.com/papers/68dc26188a7d58c25ebb28dchttps://doi.org/10.24193/subbnegotia.2025.3.03
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Also Consider

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  1. 1A Multi‐Study Examination of Metaverse and Consumer Behaviour: A Systematic Literature Review and Research Agenda2026
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  4. 4Consumer Behaviour in the Metaverse: Empirical Insights From a Meta‐Analysis2025 · 7 citations
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