A Conceptual and Bibliometric Study to Understand Marketing in Metaverse: A new Paradigm

Cyberspace has dropped various different advanced technologies, and Metaverse is one of them. Metaverse promises to provide what today is surreal. This surrealism revolves around giving a human being a virtual experience and using this experience to make different elements of our world more comfortable and breaking different barriers which we face today. Since it is like developing a totally new world, it would be a gradual process and as some of the big companies are now focusing and investing in this, they would be trying to make this verse an irremovable part of all of our life, besides this big brands and companies are investing in this and this must make us intrigued to look how marketing and business would make part of this. This paper is written with an objective of analysing the emergence of Metaverse and how it will impact the existing marketing practices and further how researchers and academicians are looking ahead on this topic. To achieve the objective of the study, secondary data was analysed and found the insights on many aspects of marketing and further bibliometric analysis was used to understand the current scenario of research. This study is the first attempt to offer research on marketing in the metaverse and explains the possibility of how it would change the world of business and its marketing.