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Marketing communication in the metaverse: a systematic review and future research agenda

Christine Ye

Corporate Communications2026https://doi.org/10.1108/ccij-01-2026-0007article
AJG 1ABDC B
Weight
0.50

Abstract

Purpose Academic interest in metaverse marketing communication has grown rapidly in recent years. Despite this emerging focus, a comprehensive synthesis of the current state of knowledge remains limited. This study conducts a framework-based systematic review of 120 scholarly articles to map and integrate how communication processes unfold in immersive environments. Design/methodology/approach A framework-based systematic review of 120 articles was conducted, employing both the Antecedents–Decisions–Outcomes and Theories–Contexts–Methods frameworks. This dual approach enables a structured mapping of the literature and highlights interconnections across theoretical foundations, contextual applications, and methodological approaches. Findings The review reveals that existing research is heavily anchored in consumer-centric theories, concentrated in a narrow set of industries and geographic contexts, and dominated by quantitative survey-based methods. Building on the ADO–TCM synthesis, this study identifies key gaps and outlines directions for advancing marketing theory and practice in the metaverse. Originality/value Unlike prior theme-based reviews, this study provides an integrative synthesis that contributes a more coherent knowledge base and proposes a future research agenda.

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https://doi.org/https://doi.org/10.1108/ccij-01-2026-0007

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@article{christine2026,
  title        = {{Marketing communication in the metaverse: a systematic review and future research agenda}},
  author       = {Christine Ye},
  journal      = {Corporate Communications},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/ccij-01-2026-0007},
}

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Marketing communication in the metaverse: a systematic review and future research agenda

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.