Marketing and Virtual Reality: A Bibliometric Analysis

Abstract

Virtual reality, which offers users an artificial universe via computers, creates value for the customer through innovative technology. In this regard, the study aims to guide future research in the field of virtual reality and marketing. 418 articles published in English between 2013 and 2023 were examined from the Scopus database. Performance analysis, science mapping and network analysis were performed through the Biblioshiny library in the RStudio software program. As a result of the study, there has been a significant increase in the number of articles in the field of virtual reality and marketing since 2019. The most used keywords in the articles were identified as virtual reality, augmented reality, metaverse, marketing and virtual reality (VR). From 2014 to 2023, an increase in digital themes such as virtual community and social network has been observed. In the studies in 2023, artificial intelligence and metaverse themes are dominant. When the dominant themes are examined, it is noted that there are human and commerce keywords in addition to virtual reality and marketing, which are the keywords of the study. Studies are mostly concentrated in the field of tourism. Analysis was done based on motor, basic, emerging or declining, and niche themes. It can be said that the keyword "human" was used commonly in motor themes between 2013 and 2023. It has been seen in the study that studies in the field of health have been intense in recent years and have emerged as a theme. As a result of bibliometric analysis, it was seen that the human element came to the fore in motor, basic and niche themes. The study may help researchers identify areas to be expanded in the literature on virtual reality and marketing and reveal frequently studied themes and methods. It is also anticipated that it will serve as a guide for those who want to contribute to virtual reality and marketing literature.