Cohesion in metaverse business research

Abstract

Purpose – This study examines how business literature addresses the Metaverse, highlights key themes and gaps and sets pathways for future research. This study aims to unify research around the business–Metaverse intersection. Design/methodology/approach – A bibliometric approach based on co-word analysis was used using SciMAT software. A systematic review process, based on PRISMA principles, was applied to peer-reviewed articles indexed in the Web of Science database. Findings – Research on the metaverse in business is expanding rapidly, focusing on virtual reality, digital assets, adoption, customer interaction, trust, sustainability and interoperability. Notably, the field demonstrates stable research themes but remains conceptually fragmented. The analysis reveals that studies lack theoretical integration and do not provide a coherent framework connecting technological, economic, organizational and social aspects of the metaverse in business. Research limitations/implications – This study only uses the Web of Science database and examines a short time frame, which may limit coverage and generalizability. Future research should include more databases and deeper empirical studies. Practical implications – Gradual adoption, investment in digital capabilities, trust-building and collaborative partnerships can boost customer engagement, widen market reach and spark innovation, especially for small and medium-sized enterprises. Social implications – This study underscores the societal importance of the metaverse in transforming social interaction, inclusion and digital governance, while highlighting concerns about privacy, equity and responsible development in virtual environments. Originality/value – This study offers a systematic bibliometric map of metaverse business research and proposes an integrative framework linking its technological, organizational, economic and social aspects.