Bibliometric analysis of publications on metaverse, artificial ıntelligence and marketing

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İnternet Uygulamaları ve Yönetimi Dergisi
Cilt: 16 Sayı: 2
Bibliometric analysis of publications on metaverse, artificial ıntelligence and marketing

Bibliometric analysis of publications on metaverse, artificial ıntelligence and marketing

Pages : 45-63

View : 68 | Download : 82

Publication Date : 2025-12-31

Article Type : Research Paper

Abstract :Artificial intelligence and metaverses, which are used in many fields such as tourism, healthcare, and education and shape our preferences in a virtual world, are increasingly important in the digital world. They are also frequently used in interdisciplinary academic research. Within this framework, the aim of this research is to examine publications on the metaverse, artificial intelligence, and marketing using the Scopus database using bibliometric analysis. The research data was searched in the Scopus database on October 16, 2025, using the keywords and conjunctions metaverse, artificial intelligence, and marketing. This process was limited to articles written in English, and the years 2025-2026 were excluded. Co-authorship, citation analysis, source citation analysis, country citation analysis, and keyword analysis were conducted. As a result of the analysis, it was concluded that the most influential author in the field of research was Dwivedi, Yogesh K. the first five most frequently used words according to the keyword analysis were Metaverse, Artificial Intelligence, Virtual Reality, Augmented Reality and ChatGPT; in the source citation analysis, the most influential publishers were Sustainability (Switzerland) and Technological Forecasting and Social Change journals; the country-based analysis results showed that the most publications were produced by China and India, and the highest citation impact belonged to the United States and the United Kingdom.
Keywords : Metaverse, Tüketici Davranışı, Dijital Pazarlama, Sanal Gerçeklik / Artırılmış Gerçeklik, Yapay Zeka

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