Anita Safitri, Hafid Kholidi Hadi, Nanang Husin, Annisa Esadora Hartanto, Dicka Widya Purnama
The application of the metaverse as a technology to support life is a hot topic these days. This systematic literature review analyzes how the metaverse is used to support business, especially in marketing based on previous research. From the Scopus database, we obtained 11 articles that we reviewed to find how the metaverse applied in marketing to support a business. In this research, we group the types of businesses and the application of the metaverse and marketing strategies to support their business. We draw the conclusion that each type of business has a tendency to use a certain type of metaverse. In each type of metaverse, they use certain marketing strategies to maximize their business. In conclusion, this research suggests a thematic concept of marketing strategies based on metaverse type, that hopefully can be tested and discussed in future research as a guide for implementing marketing strategies through the metaverse. © 2023 IEEE.
Universitas Negeri Surabaya, Bisnis Digital, Surabaya, Indonesia
