Marketing Implications of the Metaverse Economy: A Systematic Literature Review

Abstract

This article examines the marketing implications of the emerging metaverse economy, a rapidly evolving digital ecosystem where immersive technologies, virtual goods, and consumer co-creation redefine traditional marketing practices. The central question guiding this study is how the metaverse transforms consumer behavior, brand engagement, and value creation in ways that differ from established digital platforms. To address this, the study employs a systematic literature review of peer-reviewed research across marketing, information systems, and consumer psychology. The findings indicate that immersive environments amplify consumer engagement, strengthen brand loyalty, and expand symbolic consumption through avatars and digital assets. The discussion highlights opportunities in experiential storytelling and participatory brand strategies, while also identifying challenges related to interoperability, governance, and ethical use of consumer data. Ultimately, the article argues that the metaverse represents a paradigm shift in marketing, demanding new theoretical frameworks and responsible practices to harness its potential for sustainable growth.