Metaverse and Modern Business: A Bibliometric View on Marketing, Management, HR, and Finance

Abstract

The emergence of the Metaverse enables us to explore the different business domains such as human resources, marketing, management, and finance in unconventional manners. This study uses bibliometric analysis to explore scholarly literature on Metaverse and business domains. English-language publications from 2008 to April 2024 are analysed using VOS viewer software and the Scopus database to uncover key trends, insights, and patterns. The bibliometric analysis explains a stable number of publications until a stream in 2021 and increasing citations over time. Co-citation analysis explores thematic clusters. One cluster focuses on Metaverse’s effect on the marketing and business domains, and the second cluster explains the transformative effect on tourism and hospitality. Cluster 3 focuses on AI integration and ethical innovation. Bibliographic coupling analysis identifies influential journals and different research areas. “Psychology and Marketing” and “Technological Forecasting & Social Change” journals show high citation counts, underscoring their significant influence and interconnectivity within their fields. Author keywords analysis shows the dominant research topics. These clusters display technology and business integration convergence, AI-driven ethical innovation, and digital consumer engagement within the Metaverse. These findings offer businesses, policymakers, educators, and researchers’ insights. These insights tell strategic decision-making, technological advancement, ethical considerations, and customer experience within Metaverse. Coverage bias and interpretation bias are some limitations that are acknowledged by this. Future research directions include exploring interdisciplinary integration, telepresence, value creation, the sharing economy, sustainability, and AI integration within the Metaverse.

Keywords: Metaverse, Bibliometric analysis, metaverse marketing, Modern Businesses