Advances in Metaverse Investigation: Streams of Research and Future Agenda

Abstract

The metaverse has increasingly attracted the attention of academics and practitioners, who attempt to better understand its theoretical foundations and business application areas. This paper provides an overarching picture of what has already been studied and investigated in metaverse academic investigation. It adopts a systematic literature review and a bibliometric analysis. The study designs a thematic map of the metaverse research. It proposes four streams of research (metaverse technologies, metaverse areas of application, marketing and consumer behaviour and sustainability) for future investigation, which academics and practitioners should explore. It also contributes towards a systematic advancement of knowledge in the field, provides some preliminary theoretical contributions by shedding light on future research avenues, and offers insights for business.