Bibliometric analysis of publications on metaverse, artificial ıntelligence and marketing

Yıl 2025, Cilt: 16 Sayı: 2, 45 - 63, 31.12.2025

Eda Dişli Bayraktar

Öz

Artificial intelligence and metaverses, which are used in many fields such as tourism, healthcare, and education and shape our preferences in a virtual world, are increasingly important in the digital world. They are also frequently used in interdisciplinary academic research. Within this framework, the aim of this research is to examine publications on the metaverse, artificial intelligence, and marketing using the Scopus database using bibliometric analysis. The research data was searched in the Scopus database on October 16, 2025, using the keywords and conjunctions metaverse, artificial intelligence, and marketing. This process was limited to articles written in English, and the years 2025-2026 were excluded. Co-authorship, citation analysis, source citation analysis, country citation analysis, and keyword analysis were conducted. As a result of the analysis, it was concluded that the most influential author in the field of research was Dwivedi, Yogesh K. the first five most frequently used words according to the keyword analysis were Metaverse, Artificial Intelligence, Virtual Reality, Augmented Reality and ChatGPT; in the source citation analysis, the most influential publishers were Sustainability (Switzerland) and Technological Forecasting and Social Change journals; the country-based analysis results showed that the most publications were produced by China and India, and the highest citation impact belonged to the United States and the United Kingdom.

Anahtar Kelimeler

Metaverse , Marketing , Digital Marketing , Virtual Reality / Augmented Reality , Artificial Intelligence

Metaverse, Yapay Zeka ve Pazarlama Konulu Yayınların Bibliyometrik Analizi

Öz

Turizm, sağlık ve eğitim gibi birçok alanda kullanılan ve sanal dünyada tercihlerimizi şekillendiren yapay zeka ve metaverse'ler, dijital dünyada giderek daha fazla önem kazanmaktadır. Ayrıca disiplinlerarası akademik araştırmalarda da sıklıkla kullanılmaktadır. Bu çerçevede, bu araştırmanın amacı, Scopus veri tabanında metaverse, yapay zeka ve pazarlama konulu yayınları bibliyometrik analiz yöntemiyle incelemektir. Araştırma verileri, 16 Ekim 2025 tarihinde Scopus veri tabanında "metaverse, yapay zeka ve pazarlama" anahtar sözcükleri ve bağlaçları kullanılarak taranmıştır. Bu işlem İngilizce yazılmış makalelerle sınırlı tutulmuş ve 2025-2026 yılları hariç tutulmuştur. Ortak yazarlık, atıf analizi, kaynak atıf analizi, ülke atıf analizi ve anahtar kelime analizi yapılmıştır. Analiz sonucunda, araştırma alanında en etkili yazarın Dwivedi, Yogesh K. olduğu, anahtar kelime analizine göre en sık kullanılan ilk beş kelimenin Metaverse, Yapay Zeka, Sanal Gerçeklik, Artırılmış Gerçeklik ve ChatGPT olduğu; kaynak atıf analizinde en etkili yayıncıların Sürdürülebilirlik (İsviçre) ve Teknolojik Tahmin ve Sosyal Değişim dergileri olduğu; ülke bazlı analiz sonuçlarına göre en fazla yayının Çin ve Hindistan tarafından yapıldığı, en yüksek atıf etkisinin ise Amerika Birleşik Devletleri ve Birleşik Krallık'a ait olduğu görülmüştür.

Anahtar Kelimeler

Metaverse , Tüketici Davranışı , Dijital Pazarlama , Sanal Gerçeklik / Artırılmış Gerçeklik , Yapay Zeka

Kaynakça

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