METAVERSE IN A MARKETING CONTEXT: A SYSTEMATIC LITERATURE REVIEW

Ioana Dan
Additional contact information
Ioana Dan: Babes-Bolyai University, Cluj-Napoca, Romania

Management and Marketing Journal, 2025, vol. XXIII, issue 1, 21-40

Abstract: In recent years, major brands have increasingly ventured into the metaverse, showcasing innovative digital offerings. Nike has notably launched .Swoosh and Nikeland within Roblox, while luxury brands like Louis Vuitton, Prada, Balenciaga, and Thom Browne. Given the rapid rise of this technology and the proliferation of related research, a literature review is warranted to address existing inconsistencies. A bibliometric analysis of 182 scientific papers was conducted, categorizing the literature into five distinct clusters: responsible innovations, brands in the metaverse, impacted behavior, user engagement, and blockchain premises. The discussions highlight the benefits of using the metaverse in marketing through immersive technologies and blockchain for improved engagement and sustainability. However, concerns include overstimulation, the effectiveness compared to traditional advertising, and ethics surrounding data privacy. This review provides an original systematic perspective on current research trends and future directions, aiming to enhance the understanding of metaverse in a marketing context.

Keywords: metaverse; marketing; literature review; bibliometric analysis (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://mnmk.ro/documents/2025_1/2-3-1-25.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xxiii:y:2025:i:1:p:21-40

Access Statistics for this article

Management and Marketing Journal is currently edited by Tudor Nistorescu

More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Catalin Barbu ().