Metaverse: Bibliometric Analysis, A Conceptual Model Proposal, and A Marketing-Oriented Approach


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Çelik Z., Dülek B., Aydın İ., Saydan R.

BUSBED. BINGÖL UNIVERSITY JOURNAL OF SOCIAL SCIENCES INSTITUTE, no.24, pp.383-394, 2022 (Peer-Reviewed Journal)

Abstract

Revolutionary technological developments such as television, internet, and social media etc., in which have affected all areas of life, have also prominently affected marketing activities as well. It is expected that the Metaverse, one of today's newest technological developments, will also be revolutionary. The main purpose of this study is to visually present the bibliometric analyzes of empirical studies on the Metaverse between 2021-2022 and to propose a theoretical model based on effects of the variables in the studies. For this purpose, a bibliometric analysis for 11 studies was performed using VOSviewer. According to the results obtained from the study, most studies related to the Metaverse were made in South Korea. Looking at the theoretical infrastructure of the studies, the studies were mostly based on the expanded technology acceptance model. In the studies, the most used variable was “intention”. In most of the studies, the effect of other variables on intention was investigated. Another aim of the study is to present predictions in terms of marketing. Based on the prediction that the Metaverse will be used more widely and more functionally in the future due to its unique properties, marketing foresight have been put forward in the conclusion and recommendations section of the study.