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April 12, 2026Corporate Communications An International Journal

Marketing communication in the metaverse: a systematic review and future research agenda

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Authors

CYChristine Ye

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Overview

This systematic review maps marketing communication processes in the metaverse, highlighting key gaps and future directions.

Key Points

  • The aim is to synthesize current knowledge on marketing communication in the metaverse and identify research gaps.
  • Conducted a systematic review of 120 scholarly articles.
  • Utilized the Antecedents–Decisions–Outcomes and Theories–Contexts–Methods frameworks.
  • Mapped literature for theoretical foundations and methodological approaches.
  • Existing research largely focuses on consumer-centric theories.
  • Studies are concentrated in limited industries and geographic areas.
  • Quantitative survey-based methods dominate the current research landscape.

Cite This Study

Christine Ye (2026) studied this question.

synapsesocial.com/papers/69db37df4fe01fead37c5f10https://doi.org/10.1108/ccij-01-2026-0007
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Also Consider

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  1. 1Marketing beyond reality: a systematic literature review on metaverse2024 · 27 citations
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  3. 3Revisiting Metaverse Marketing: A Bibliometric Analysis2025
  4. 4A Multi‐Study Examination of Metaverse and Consumer Behaviour: A Systematic Literature Review and Research Agenda2026
  5. 5A SYSTEMATIC REVIEW OF CONSUMER BEHAVIOUR ACROSS ENGAGEMENT STAGES IN THE METAVERSE2025 · 1 citations