This study explores the evolving role of the metaverse in marketing within business management. It examines publication trends, key contributors, major themes, and future research areas to offer insights into this emerging field. Using the PRISMA framework and the PICOS approach, along with...

The metaverse integrates virtual environments with real-world applications to enhance the performance of small and medium enterprises (SMEs). In the business sector, metaverse technologies have been used to improve organizational performance and provide innovative operational advantages....

The rapid evolution of technology and the business landscape has introduced the Metaverse, a virtual realm with immense potential for transforming communication and collaboration. The pandemic accelerated the shift to online channels, making the Metaverse a crucial investment for businesses in...