Synapse
⌘+K
Synapse
PulseExploreClubsResearchersJournals
Instagram
HomeClubsExplore
October 1, 2025ReMark - Revista Brasileira de MarketingOpen Access

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

View Full Paper
Ask AI
Bookmark
Share

Authors

CMChristian Gomes e Souza MunaierJMJosé Afonso Mazzon

Discussion

Loading...

Member takes

Overview

Bibliometric analysis identifies gaps in metaverse research on triadic relationships and value co-creation in brand communities, suggesting deeper exploration is necessary.

Key Points

  • Current metaverse research emphasizes technology and economics, while neglecting community-building aspects crucial for consumer engagement.
  • Findings reveal a lack of studies on how consumers co-create experiences and form relationships within immersive brand environments.
  • The analysis utilized bibliometric methods to examine 599 articles from the Scopus database, highlighting interdisciplinary gaps in marketing and community studies.
  • Understanding the dynamics of value co-creation in the metaverse can inform strategies for businesses seeking to enhance consumer participation and belonging.

Cite This Study

Munaier et al. (2025) studied this question.

synapsesocial.com/papers/68dd91d5fe798ba2fc49909dhttps://doi.org/10.5585/2025.25696
View Full Paper
Ask AI
Bookmark
Share

Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Revisiting Metaverse Marketing: A Bibliometric Analysis2025
  2. 2Marketing communication in the metaverse: a systematic review and future research agenda2026
  3. 3Metaverse and Consumer Behavior: A Systematic Literature Review and Future Research Agenda2025 · 11 citations
  4. 4A Multi‐Study Examination of Metaverse and Consumer Behaviour: A Systematic Literature Review and Research Agenda2026
  5. 5Research landscape structuring of customer experience (CX) in the metaverse: Evidence from a dual analytical approach using bibliometrics and topic modelling techniques2026