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October 1, 2025ReMark - Revista Brasileira de MarketingOpen Access

The missing link in metaverse research: value co-creation and triadic relationships in brand communities

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Authors

CMChristian Gomes e Souza MunaierJMJosé Afonso Mazzon

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Overview

Bibliometric analysis identifies gaps in metaverse research on triadic relationships and value co-creation in brand communities, suggesting deeper exploration is necessary.

Key Points

  • Current metaverse research emphasizes technology and economics, while neglecting community-building aspects crucial for consumer engagement.
  • Findings reveal a lack of studies on how consumers co-create experiences and form relationships within immersive brand environments.
  • The analysis utilized bibliometric methods to examine 599 articles from the Scopus database, highlighting interdisciplinary gaps in marketing and community studies.
  • Understanding the dynamics of value co-creation in the metaverse can inform strategies for businesses seeking to enhance consumer participation and belonging.

Cite This Study

Munaier et al. (2025) studied this question.

synapsesocial.com/papers/68dd91d5fe798ba2fc49909dhttps://doi.org/10.5585/2025.25696
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Revisiting Metaverse Marketing: A Bibliometric Analysis2025
  2. 2Metaverse and Consumer Behavior: A Systematic Literature Review and Future Research Agenda2025
  3. 3Immersive currents and futures: mapping the metaverse in contemporary hospitality and tourism research2025 · 8 citations
  4. 4Exploring the Digital Economy: Marketing Innovations and Strategies in the Metaverse and Web32025
  5. 5Virtual Identity, Real Perception? Stimulating User Behavior and Promoting Value Co-Creation in Metaverse Cultural Heritage Tourism2025