Research landscape structuring of customer experience (CX) in the metaverse: Evidence from a dual analytical approach using bibliometrics and topic modelling techniques
Bibliometric review reveals core themes and ethical gaps in metaverse customer experience research, indicating the need to evolve frameworks for avatar-mediated environments.
Key Points
To structure and map the academic literature on customer experience (CX) within the metaverse using an integrated, reproducible analytical framework.
Retrieved 1,460 peer-reviewed articles from the Scopus database.
Conducted a dual analytical approach combining bibliometric analysis with Latent Dirichlet Allocation (LDA) topic modelling.
Identified seven core research themes: CX enhancement, brand engagement and virtual services, marketing research trends, digital marketing impact and NFT adoption, AI-driven engagement, immersive value creation, and virtual retail consumer behavior.
Identified critical gaps in the literature, characterized by an overemphasis on positive outcomes, an absence of ethics and sustainability research, and a divide between technical and psychological perspectives.