Study goals
We aim to understand the scientific production regarding the metaverse in the field of Marketing, with a specific focus on the triadic relationships that impact an individual's desire to be actional and co-create value in their experiences within brand communities.
Relevance / originality
The novelty of this article lies precisely in the search for the mapping of scientific research with this specific focus. No bibliometric studies addressing this specific theme within the stated scope have been identified at the time of writing.
Methodology / approach
Using the Scopus database, the bibliometric method was applied, selecting articles with the keywords "metaverse" combined with other relevant words. N=140. VOSviewer and Bibliometrix softwares were used for analysis, including, but not limited to, the co-occurrence keyword map and coupling analysis.
Main results
The limited production of value co-creation in the metaverse suggests an emerging field. While initial studies highlight the metaverse's potential as a connector among brand community members, further research is needed to understand its impact on consumer loyalty. Triadic relationships remain unexplored.
Theoretical / methodological contributions
We fill a gap in the marketing literature by mapping the scientific production on value co-creation and the triadic relationship in the metaverse. We highlight the need for further investigation and point out ten avenues for future research.
Social / management contributions
Given that social interactions will increasingly be in the metaverse communities, our study points to the lack of production that measures the importance of triadic relationships for the individual to feel actional (desired and deserving of belonging).