Immersion, Value and Identity: Mapping the Structure and Evolution of Consumer Behaviour in the Metaverse

Abstract

AbstractThe rapid growth of metaverse technologies has increased interest from researchers and managers in understanding consumer behaviour in immersive virtual environments. Despite a rising number of studies, existing evidence is still scattered, and there is little clarity on the key ideas, major trends, and new behavioural themes in this area. This study aims to fill that gap by providing a detailed overview of 551 Scopus-indexed publications through bibliometric analysis and adding to these results with BERTopic modelling of a refined set of 62 studies focused on consumer behaviour in the metaverse. By examining performance metrics, co-authorship patterns, co-citation structures, and bibliographic connections, the study maps how metaverse research has evolved across marketing, information systems, psychology, and human–computer interaction. The topic modelling results show two main theme clusters: consumer experience and virtual value formation. These clusters highlight how elements like immersion, identity, virtual socialisation, and technology-driven engagement influence behaviour in metaverse environments. Trends over time show a shift from conceptual discussions of virtual reality to practical studies on virtual commerce, AI-enhanced experiences, and immersive decision-making. Overall, this research provides a solid foundation for understanding theoretical concepts, identifies new areas of knowledge, and points out opportunities for future research on consumer behaviour in the metaverse. The findings also give useful insights for those creating immersive platforms and digital strategies that meet changing consumer expectations.Keywords: Metaverse, Consumer Behaviour, Bibliometric Mapping, BERTopic ModellingImmersion, Value and Identity: Mapping the Structure and Evolution of Consumer Behaviour in the Metavers