Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Reviews Review Faculty Publications- Reviews Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Metaverse marketing: a review and future research agenda Subject The topic of the resource Marketing strategies; Metaverse; Privacy and ethics; Research agenda Description An account of the resource Purpose: The metaverse represents a rapidly evolving digital environment that blurs the lines between physical and virtual reality, and it offers unique opportunities and challenges for businesses and marketers. The purpose of this study is to provide a comprehensive review of metaverse marketing research. The present study reviews the literature on metaverse to identify theories, contexts, gaps and methodologies using TCCM framework (Theories, Contexts, Characteristics and Methodology) to set a future research agenda. Design/methodology/approach: A review was conducted of 179 English papers related to metaverse marketing from 2010 to 2023 from the Scopus and Web of Science core collection after applying relevant filters using the TCCM framework. Findings: The findings suggest that the studies have inadequately distinguished metaverse as something that only builds interactive experiences that combine the virtual environment and the real world, whereas the theoretical domain of metaverse is dominated by studies in various domains. The applicability of metaverse marketing research is pertinent in various domains of the management field. The study explores various facets of metaverse marketing to capture its dynamic nature. Research limitations/implications: By presenting a comprehensive review, themes and knowledge gaps of the research on metaverse marketing, this study will enhance research output and provide valuable tools for future research on metaverse. Practical implications: By analyzing metaverse in marketing, the companies will be able to use this concept effectively to formulate innovative marketing strategies and personalized consumer experiences and understand consumer behavior. Furthermore, research into metaverse marketing will be helpful in offering predictions about future trends in consumer behavior, technology adoption and virtual world development. Originality/value: This study provides a thorough analysis of the current state of research on metaverse in marketing and provides a road map for further research in this area. 2024, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Kumar R.; Aneja P.; Jadaun R.; Kiran P.B.N.; Saxena N.; Saxena S.; Singh P.K.; Painoli A.K. Source A related resource from which the described resource is derived Information Discovery and Delivery Publisher An entity responsible for making the resource available Emerald Publishing Date A point or period of time associated with an event in the lifecycle of the resource 2025-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/IDD-05-2024-0066" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/IDD-05-2024-0066</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85215695068&amp;doi=10.1108%2FIDD-05-2024-0066&amp;partnerID=40&amp;md5=0fafbda9355d291485b5be9894c0ab03" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85215695068&amp;doi=10.1108%2fIDD-05-2024-0066&amp;partnerID=40&amp;md5=0fafbda9355d291485b5be9894c0ab03</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 23986247 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Review Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Kumar R., School of Management, Doon University, Dehradun, India; Aneja P., School of Business, UPES, Dehradun, India; Jadaun R., Department of Management, Graphic Era Hill University, Dehradun, India; Kiran P.B.N., School of Business and Management, Christ University, Bengaluru, India; Saxena N., Department of Management, Neville Wadia Institute of Management Studies and Research, Pune, India; Saxena S., Department of Management, International School of Business and Media, Pune, India; Singh P.K., School of management, Doon University, Dehradun, India; Painoli A.K., Department of Management, Baddi University of Emerging Sciences and Technology, Baddi, India