The Metaverse: The Essence, Research Streams, and Potential Applications in Marketing
The Metaverse: The Essence, Research Streams, and Potential Applications in Marketing

Summary/Abstract: Objective: The objective of this article is to identify the main research streams and research gapsrelating to the metaverse in management sciences, particularly in the field of marketing.Research Design & Methods: The researchers employed a systematic analysis of the literatureto achieve their objective. They reviewed and examined various sources to identify the essence ofthe metaverse and ascertain the areas and directions of research pertaining to this concept.Findings: The metaverse is envisioned as a virtual universe comprising numerous 3D virtualworlds where consumers, their avatars, and brands coexist and interact. Initially, the metaverseconcept emerged in computer games set in complex, closed universes. However, in 2021, majortechnology companies like Facebook determined that the metaverse would be the next stage invirtual environment development, resulting in heightened interest from both practitioners andresearchers. Despite being the subject of research across multiple scientific disciplines for years,the conceptualisation of fundamental metaverse concepts and its essence remains in an earlystage, lacking a consensus. Implications / Recommendations: The findings of this study emphasise the need for furtherresearch and exploration in the field of management sciences, particularly within marketing, tocomprehensively understand and define the metaverse. The evolving nature of the metaverse callsfor collaborative efforts from both practitioners and scientists to unravel its potential implicationsfor businesses and consumers.Contribution: This study contributes to the existing literature by presenting a systematic analysisof the metaverse concept within the context of management sciences, focusing on marketing.By identifying gaps and highlighting key areas of investigation, the research lays the groundworkfor future studies in this rapidly evolving domain.

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