The Bibliometric Commingling of Metaverse and Non-fungible Tokens in Marketing

Abstract

Historically, business organisations are always looking for a new approach to marketing and advertising their products to reach their target customers. The introduction of the Internet helped businesses to reach more potential customers than it was before. Currently, the newest technologies that have become the centre of attraction in marketing are metaverse and non-fungible tokens (NFTs). Marketing practitioners and scholars continue to show interest in technological metaverse and NFTs as an up-and-coming platform for enhancing consumer satisfaction experience virtually the same as the experience in physical stores. The aim of this study is to examine the impact of commingling of metaverse and NFTs in marketing with the lens of bibliometric analysis through R Bibliometrix. This study contributes to the marketing and financial technology literature by showing academic work's impact, quantity, and quality on metaverse and NFTs. The study sectionalises methodology, results, and conclusions and gives future research insights.