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The Metaverse is a rapidly developing technology that has attracted interest from various companies. Experts predict exponential growth in profits from the Metaverse market in the coming years. However, early stages of innovation often bring uncertain and speculative impressions, making its direction, timing, and future unclear. The viability of the Metaverse as either an innovation that fails or as the next technological revolution is questionable in its own right. Academically, the Metaverse has generated interest across various disciplines, including psychology, marketing, and legal studies. The aim of this study is to systematically consolidate the growing literature to understand the intricate dynamics of consumer behavior and marketing practices in this evolving sphere. To achieve this, a comprehensive bibliometric analysis was carried considering 284 contributions from the Web of Science on the Metaverse in business, management, marketing, and communication using quantitative analysis tools such as VOSviewer and SciMAT. The study provides insight into pioneering contributions, prominent authors, central themes, and emerging research challenges related to the Metaverse. The results contribute towards better understanding of the Metaverse, enabling well-informed decisions for efficient marketing strategies and future advancements in this ever-evolving realm for both practitioners and researchers.
Aiolfi et al. (Wed,) studied this question.