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