Research Article
Year 2022,
Issue: 24, 383 - 394, 30.10.2022
Abstract
Revolutionary technological developments such as television, internet, and social media etc., in which have affected all areas of life, have also prominently affected marketing activities as well. It is expected that the Metaverse, one of today's newest technological developments, will also be revolutionary. The main purpose of this study is to visually present the bibliometric analyzes of empirical studies on the Metaverse between 2021-2022 and to propose a theoretical model based on effects of the variables in the studies. For this purpose, a bibliometric analysis for 11 studies was performed using VOSviewer. According to the results obtained from the study, most studies related to the Metaverse were made in South Korea. Looking at the theoretical infrastructure of the studies, the studies were mostly based on the expanded technology acceptance model. In the studies, the most used variable was “intention”. In most of the studies, the effect of other variables on intention was investigated. Another aim of the study is to present predictions in terms of marketing. Based on the prediction that the Metaverse will be used more widely and more functionally in the future due to its unique properties, marketing foresight have been put forward in the conclusion and recommendations section of the study.
Keywords
References
- Aburbeian, A. M., Owda, A. Y., & Owda, M. (2022). A technology acceptance model survey of the Metaverse prospects. AI, 3(2), 285-302.
- Akour, I. A., Al-Maroof, R. S., Alfaisal, R., & Salloum, S. A. (2022). A conceptual framework for determining metaverse adoption in higher institutions of gulf area: An empirical study using hybrid SEM-ANN approach. Computers and Education: Artificial Intelligence, 3, 100052.
- Alagumalai, A., Mahian, O., Aghbashlo, M., Tabatabaei, M., Wongwises, S., & Wang, Z. L. (2021). Towards smart cities powered by nanogenerators: Bibliometric and machine learning–based analysis. Nano Energy, 83, 1-19.
- Almarzouqi, A., Aburayya, A., & Salloum, S. A. (2022). Prediction of user’s intention to use metaverse system in medical education: A hybrid sem-ml learning approach. IEEE Access. DOI: 10.1109/ACCESS.2022.3169285
- Choi, H. Y. (2022). Working in the Metaverse: Does telework in a metaverse office have the potential to reduce population pressure in megacities? Evidence from young adults in Seoul, South Korea. Sustainability, 14(6), 3629.
- Choi, W., Kim, J., Lee, S., & Park, E. (2021). Smart home and internet of things: A bibliometric study, Journal of Cleaner Production, 301, 1-10.
- Collins, C. (2008). Looking to the future: Higher education in the Metaverse. Educause Review, 43(5), 51-63.
- Çelikkol, Ş (2022). Metaverse Dünyası'nın, tüketici satın alma davranışları açısından değerlendirilmesi. İstanbul Kent Üniversitesi İnsan ve Toplum Bilimleri Dergisi, 3(1), 64-75.
- Damar, M. (2021). Metaverse shape of your life for future: A bibliometric snapshot. Journal of Metaverse, 1(1), 1-8.
- Dionisio, J. D. & Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys (CSUR), 45(3), 1-38.
- Dhelim, S., Kechadi, T., Chen, L., Aung, N., Ning, H., & Atzori, L. (2015). Edge-enabled Metaverse: The Convergence of Metaverse and Mobile Edge Computing. JOURNAL OF LATEX CLASS FILES, VOL. 14, NO. 8.
- Guo, Y. M., Huang, Z. L., Guo, J., Guo, X. R., Li, H., Liu, M. Y., ... & Nkeli, M. J. (2021). A bibliometric analysis and visualization of blockchain. Future Generation Computer Systems, 116, 316-332.
- Hollensen, S., Kotler, P., & Opresnik, M. O. (2022). Metaverse–the new marketing universe. Journal of Business Strategy. DOI: 10.1108/JBS-01-2022-0014
- Hwang, R., & Lee, M. (2022). The influence of music content marketing on user satisfaction and ıntention to use in the Metaverse: A focus on the SPICE Model. Businesses, 2(2), 141-155.
- Jacobs, D., & Pichappan, M. (2001). A bibliometric study of the publication patterns of scientists in South Africa 1992-96, with particular reference to status and funding. Information Research, 6(3), 6-2.
- Jeon, J. E. (2021). The effects of user experience-based design innovativeness on user-metaverse platform channel relationships in South Korea. Journal of Distribution Science, 19(11), 81-90.
- Kim, J. (2021). Advertising in the Metaverse: Research agenda, Journal of Interactive Advertising, 21(3), 141-144.
- Kim, S., Park, S., Parkk, J., & Oh, Y. (2022). A Study on the intention to use of the AI-related educational content recommendation system in the university library: Focusing on the perceptions of university students and librarians. Journal of Korean Library and Information Science Society, 53(1), 231-263.
- Kraus, S., Kanbach, D. K., Krysta, P. M., Steinhoff, M. M., & Tomini, N. (2022). Facebook and the creation of the metaverse: radical business model innovation or incremental transformation?. International Journal of Entrepreneurial Behavior & Research, 28(9), 52-77. Lee, L. H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., ... & Hui, P. (2021). All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. arXiv preprint arXiv:2110.05352.
- Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486-497.
- Oh, J. H. (2021). A Study on factors affecting the intention to use the metaverse by applying the extended technology acceptance model (ETAM): Focused on the virtual world metaverse. The Journal of the Korea Contents Association, 21(10), 204-216.
- Park, S., & Kang, Y. J. (2021). A Study on the intentions of early users of metaverse platforms using the Technology Acceptance Model. Journal of Digital Convergence, 19(10), 275-285.
- Park, S. M., & Kim, Y. G. (2022). A Metaverse: taxonomy, components, applications, and open challenges. IEEE Access. DOI: 10.1109/ACCESS.2021.3140175
- Paul, J., & Bhukya, R. (2021). Forty‐five years of International Journal of Consumer Studies: A bibliometric review and directions for future research. International Journal of Consumer Studies, 45(5), 937-963.
- Plechatá, A., Morton, T., Perez-Cueto, F. J., & Makransky, G. (2022). Virtual reality intervention reduces dietary footprint: Implications for environmental communication in the metaverse. DOI: 10.31234/osf.io/3ta8d
- Pritchard, A. (1969). Statistical bibliography or bibliometrics? Journal of Documentation, 25, 348–349.
- Shin, D. (2022). The actualization of meta affordances: Conceptualizing affordance actualization in the metaverse games. Computers in Human Behavior, 107292.
- Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333-339.
- Sparkes, M. (2021). What is a metaverse, New Scientist, 251(3348), 18. DOI: 10.1016/S0262-4079(21)01450-0
Year 2022,
Issue: 24, 383 - 394, 30.10.2022
Abstract
Televizyon, internet, sosyal medya gibi devrim niteliğindeki teknolojik gelişmeler hayatın her alanını etkilediği gibi pazarlama faaliyetlerini de önemli ölçüde etkilemiştir. Günümüzün en yeni teknolojik gelişmelerinden biri olan Metaverse’ün de devrim niteliğinde olacağı beklenmektedir. Bu çalışmanın başlıca amacı 2021-2022 yılları arasında Metaverse ile ilgili yapılan ampirik çalışmalara yönelik bibliyometrik analizleri görsel olarak sunmak ve çalışmalardaki değişkenlerin birbirleri üzerindeki etkilerine bağlı olarak teorik bir model önermektir. Bu amaç için ulaşılan 11 çalışmanın VOSviewer yazılımı kullanılarak bibliyometrik analiz gerçekleştirilmiştir. Çalışmadan elde edilen sonuçlara göre Metaverse ile ilgili en fazla çalışma Güney Kore’de yapılmıştır. Çalışmaların teorik alt yapılarna bakıldığında ise çalışmalar en çok genişletilmiş teknoloji kabul modeline dayandırılmıştır. Çalışmalarda en fazla niyet değişkeni kullanılmıştır. Çalışmaların çoğunluğunda diğer değişkenlerin niyet üzerinde etkisi araştırılmıştır. Çalışmanın bir diğer amacı da pazarlama açısından ön görüler sunmaktır. Metaverse’ün kendine has özelliklerine bağlı olarak ileride daha yaygın ve daha fonksiyonel olarak kullanılacağı tahminine bağlı olarak, çalışmanın sonuç ve tavsiyeler kısmında pazarlama ön görüleri ileri sürülmüştür.
Keywords
References
- Aburbeian, A. M., Owda, A. Y., & Owda, M. (2022). A technology acceptance model survey of the Metaverse prospects. AI, 3(2), 285-302.
- Akour, I. A., Al-Maroof, R. S., Alfaisal, R., & Salloum, S. A. (2022). A conceptual framework for determining metaverse adoption in higher institutions of gulf area: An empirical study using hybrid SEM-ANN approach. Computers and Education: Artificial Intelligence, 3, 100052.
- Alagumalai, A., Mahian, O., Aghbashlo, M., Tabatabaei, M., Wongwises, S., & Wang, Z. L. (2021). Towards smart cities powered by nanogenerators: Bibliometric and machine learning–based analysis. Nano Energy, 83, 1-19.
- Almarzouqi, A., Aburayya, A., & Salloum, S. A. (2022). Prediction of user’s intention to use metaverse system in medical education: A hybrid sem-ml learning approach. IEEE Access. DOI: 10.1109/ACCESS.2022.3169285
- Choi, H. Y. (2022). Working in the Metaverse: Does telework in a metaverse office have the potential to reduce population pressure in megacities? Evidence from young adults in Seoul, South Korea. Sustainability, 14(6), 3629.
- Choi, W., Kim, J., Lee, S., & Park, E. (2021). Smart home and internet of things: A bibliometric study, Journal of Cleaner Production, 301, 1-10.
- Collins, C. (2008). Looking to the future: Higher education in the Metaverse. Educause Review, 43(5), 51-63.
- Çelikkol, Ş (2022). Metaverse Dünyası'nın, tüketici satın alma davranışları açısından değerlendirilmesi. İstanbul Kent Üniversitesi İnsan ve Toplum Bilimleri Dergisi, 3(1), 64-75.
- Damar, M. (2021). Metaverse shape of your life for future: A bibliometric snapshot. Journal of Metaverse, 1(1), 1-8.
- Dionisio, J. D. & Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys (CSUR), 45(3), 1-38.
- Dhelim, S., Kechadi, T., Chen, L., Aung, N., Ning, H., & Atzori, L. (2015). Edge-enabled Metaverse: The Convergence of Metaverse and Mobile Edge Computing. JOURNAL OF LATEX CLASS FILES, VOL. 14, NO. 8.
- Guo, Y. M., Huang, Z. L., Guo, J., Guo, X. R., Li, H., Liu, M. Y., ... & Nkeli, M. J. (2021). A bibliometric analysis and visualization of blockchain. Future Generation Computer Systems, 116, 316-332.
- Hollensen, S., Kotler, P., & Opresnik, M. O. (2022). Metaverse–the new marketing universe. Journal of Business Strategy. DOI: 10.1108/JBS-01-2022-0014
- Hwang, R., & Lee, M. (2022). The influence of music content marketing on user satisfaction and ıntention to use in the Metaverse: A focus on the SPICE Model. Businesses, 2(2), 141-155.
- Jacobs, D., & Pichappan, M. (2001). A bibliometric study of the publication patterns of scientists in South Africa 1992-96, with particular reference to status and funding. Information Research, 6(3), 6-2.
- Jeon, J. E. (2021). The effects of user experience-based design innovativeness on user-metaverse platform channel relationships in South Korea. Journal of Distribution Science, 19(11), 81-90.
- Kim, J. (2021). Advertising in the Metaverse: Research agenda, Journal of Interactive Advertising, 21(3), 141-144.
- Kim, S., Park, S., Parkk, J., & Oh, Y. (2022). A Study on the intention to use of the AI-related educational content recommendation system in the university library: Focusing on the perceptions of university students and librarians. Journal of Korean Library and Information Science Society, 53(1), 231-263.
- Kraus, S., Kanbach, D. K., Krysta, P. M., Steinhoff, M. M., & Tomini, N. (2022). Facebook and the creation of the metaverse: radical business model innovation or incremental transformation?. International Journal of Entrepreneurial Behavior & Research, 28(9), 52-77. Lee, L. H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., ... & Hui, P. (2021). All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. arXiv preprint arXiv:2110.05352.
- Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486-497.
- Oh, J. H. (2021). A Study on factors affecting the intention to use the metaverse by applying the extended technology acceptance model (ETAM): Focused on the virtual world metaverse. The Journal of the Korea Contents Association, 21(10), 204-216.
- Park, S., & Kang, Y. J. (2021). A Study on the intentions of early users of metaverse platforms using the Technology Acceptance Model. Journal of Digital Convergence, 19(10), 275-285.
- Park, S. M., & Kim, Y. G. (2022). A Metaverse: taxonomy, components, applications, and open challenges. IEEE Access. DOI: 10.1109/ACCESS.2021.3140175
- Paul, J., & Bhukya, R. (2021). Forty‐five years of International Journal of Consumer Studies: A bibliometric review and directions for future research. International Journal of Consumer Studies, 45(5), 937-963.
- Plechatá, A., Morton, T., Perez-Cueto, F. J., & Makransky, G. (2022). Virtual reality intervention reduces dietary footprint: Implications for environmental communication in the metaverse. DOI: 10.31234/osf.io/3ta8d
- Pritchard, A. (1969). Statistical bibliography or bibliometrics? Journal of Documentation, 25, 348–349.
- Shin, D. (2022). The actualization of meta affordances: Conceptualizing affordance actualization in the metaverse games. Computers in Human Behavior, 107292.
- Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333-339.
- Sparkes, M. (2021). What is a metaverse, New Scientist, 251(3348), 18. DOI: 10.1016/S0262-4079(21)01450-0
There are 29 citations in total.
Details
| Primary Language | English |
|---|---|
| Subjects | Business Administration |
| Journal Section | Articles |
| Authors | |
| Publication Date | October 30, 2022 |
| Published in Issue | Year 2022Issue: 24 |
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