Abbate, S., Centobelli, P., Cerchione, R., Oropallo, E., & Riccio, E. (2022, April). A first bibliometric literature review on metaverse. In
2022 IEEE Technology and Engineering Management Conference (TEMSCON EUROPE) (pp. 254–260). IEEE.
https://doi.org/10.1109/temsconeurope54743.2022.9802015
Achrol, R. S., & Kotler, P. (2022). Distributed marketing networks: The fourth industrial revolution.
Journal of Business Research, 150, 515–527.
https://doi.org/10.1016/j.jbusres.2022.06.029
Alikhanzadeh, A., Beyranvand, H., & Ahmadi, M. M. (2020). Gamification as a new approach in organizational training. In 2nd International Conference on Innovations in Business Administration and Economics (pp. 1–20).
Bamberger, B., Reinartz, W., & Ulaga, W. (2025). Navigating the future of B2B marketing: The transformative impact of the industrial metaverse.
Journal of Business Research, 188, 115057.
https://doi.org/10.1016/j.jbusres.2024.115057
Barrera, K. G., & Shah, D. (2023). Marketing in the metaverse: Conceptual understanding, framework, and research agenda.
Journal of Business Research, 155, 113420.
https://doi.org/10.1016/j.jbusres.2022.113420
Bilro, R. G., Loureiro, S. M. C., & Souto, P. (2023). A systematic review of customer behavior in business-to-business markets and agenda for future research.
Journal of Business & Industrial Marketing, 38(13), 122–142.
https://doi.org/10.1108/jbim-07-2022-0313
Buhalis, D., Lin, M. S., & Leung, D. (2023). Metaverse as a driver for customer experience and value co-creation: Implications for hospitality and tourism management and marketing.
International Journal of Contemporary Hospitality Management, 35(2), 701–716.
https://doi.org/10.1108/ijchm-05-2022-0631
Bussler, C. (2003). B2B integration: Concepts and architecture. Springer Science & Business Media.
Chen, L., Jiang, M., Jia, F., & Liu, G. (2022). Artificial intelligence adoption in business-to-business marketing: Toward a conceptual framework.
Journal of Business & Industrial Marketing, 37(5), 1025–1044.
https://doi.org/10.1108/jbim-09-2020-0448
Choi, T. M., Kumar, S., Yue, X., & Chan, H. L. (2022). Disruptive technologies and operations management in the Industry 4.0 era and beyond.
Production and Operations Management, 31(1), 9–31.
https://doi.org/10.1111/poms.13622
Cui, L., & Wang, W. (2023). Factors affecting the adoption of digital technology by farmers in China: A systematic literature review.
Sustainability,
15(20), 14824.
https://doi.org/10.3390/su152014824
de la Fuente Prieto, J., Lacasa, P., & Martínez-Borda, R. (2022). Approaching metaverses: Mixed reality interfaces in youth media platforms.
New Techno Humanities, 2(2), 136–145.
https://doi.org/10.1016/j.techum.2022.04.004
Deleuze, F. (2024). The impact of the implementation of the metaverse in B2B firms [Master’s thesis, Delft University of Technology].
Dhıllon, P. K. S., & Tınmaz, H. (2024). Immersive realities: A comprehensive guide from virtual reality to metaverse.
Journal for the Education of Gifted Young Scientists, 12(1), 29–45.
https://doi.org/10.17478/jegys.1406024
Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., … & Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice.
Psychology & Marketing, 40(4), 750–776.
https://doi.org/10.1002/mar.21767
Fontela, E., & Gabus, A. (1976). The DEMATEL observer. Battelle Geneva Research Center.
Fortune Business Insights. (2024, September 29).
B2B payments market size, share & industry analysis, by payment type (domestic payments and cross border payments), by payment method (bank transfer, cards, and online payments), by enterprise type (small & medium enterprises and large enterprises), by industry (government, manufacturing, BFSI, metal & mining, IT & telecom, retail & e-commerce, and others), and regional forecast, 2025-2032.
https://www.fortunebusinessinsights.com/b2b-payments-market-108853
Gokce Narin, N. (2023). The role of artificial intelligence and robotic solution technologies in metaverse design. In
Metaverse: Technologies, opportunities and threats (pp. 45–63). Springer Nature Singapore.
https://doi.org/10.1007/978-981-99-4641-9_4
Guo, Y., Yu, T., Wu, J., Wang, Y., Wan, S., Zheng, J., … & Dai, Q. (2022). Artificial intelligence for metaverse: A framework.
CAAI Artificial Intelligence Research, 1(1), 54–67.
https://doi.org/10.26599/air.2022.9150004
Hall, S. (2022). Innovative B2B marketing: New models, processes and theory. Kogan Page Publishers.
Hollensen, S., Kotler, P., & Opresnik, M. O. (2023). Metaverse–the new marketing universe.
Journal of Business Strategy, 44(3), 119–125.
https://doi.org/10.1108/jbs-01-2022-0014
Huynh-The, T., Gadekallu, T. R., Wang, W., Yenduri, G., Ranaweera, P., Pham, Q. V., … & Liyanage, M. (2023). Blockchain for the metaverse: A review.
Future Generation Computer Systems, 143, 401–419.
https://doi.org/10.1016/j.future.2023.02.008
Jaynes, C., Seales, W. B., Calvert, K., Fei, Z., & Griffioen, J. (2003, May). The metaverse: A networked collection of inexpensive, self-configuring, immersive environments. In Proceedings of the Workshop on Virtual Environments 2003 (pp. 115–124).
Jovanović, A., & Milosavljević, A. (2022). VoRtex Metaverse platform for gamified collaborative learning.
Electronics, 11(3), 317.
https://doi.org/10.3390/electronics11030317
Kotler, P. (2012). Kotler on marketing. Simon and Schuster.
Kshetri, N. (2023). The economics of the industrial metaverse.
IT Professional, 25(1), 84–88.
https://doi.org/10.1109/mitp.2023.3236494
Kumar, R., Aneja, P., Jadaun, R., Kiran, P. B. N., Saxena, N., Saxena, S., Singh, P. K., & Painoli, A. K. (2026). Metaverse marketing: A review and future research agenda.
Information Discovery and Delivery,
54(1), 35–49.
https://doi.org/10.1108/IDD-05-2024-0066
Kye, B., Han, N., Kim, E., Park, Y., & Jo, S. (2021). Educational applications of metaverse: Possibilities and limitations.
Journal of Educational Evaluation for Health Professions, 18.
https://doi.org/10.3352/jeehp.2021.18.32
Lawton, G. (2022, December 23).
Why the industrial metaverse will eclipse the consumer one. VentureBeat.
https://venturebeat.com/virtual/why-the-industrial-metaverse-will-eclipse-the-consumer-one
Li, K., Cui, Y., Li, W., Lv, T., Yuan, X., Li, S., … & Dressler, F. (2022). When internet of things meets metaverse: Convergence of physical and cyber worlds.
IEEE Internet of Things Journal, 10(5), 4148–4173.
https://doi.org/10.1109/jiot.2022.3232845
Lievens, A., & Blažević, V. (2021). A service design perspective on the stakeholder engagement journey during B2B innovation: Challenges and future research agenda.
Industrial Marketing Management, 95, 128–141.
https://doi.org/10.1016/j.indmarman.2021.04.007
O’Malley, L. (2014). Relational marketing: Development, debates and directions.
Journal of Marketing Management, 30(11-12), 1220–1238.
https://doi.org/10.1080/0267257x.2014.939592
Pinto, B. M. B., Ferreira, F. A. F., Spahr, R. W., Sunderman, M. A., & Pereira, L. F. (2023). Analyzing causes of urban blight using cognitive mapping and DEMATEL.
Annals of Operations Research,
325(2), 1083–1110.
https://doi.org/10.1007/s10479-022-04614-6
Rasheed, A., San, O., & Kvamsdal, T. (2020). Digital twin: Values, challenges and enablers from a modeling perspective.
IEEE Access, 8, 21980–22012.
https://doi.org/10.1109/access.2020.2970143
Ritala, P., Ruokonen, M., & Kostis, A. (2024). The metaverse flywheel: Creating value across physical and virtual worlds.
California Management Review, 66(4), 80–101.
https://doi.org/10.1177/00081256241252700
Rust, R. T. (2020). The future of marketing.
International Journal of Research in Marketing, 37(1), 15–26.
https://doi.org/10.1016/j.ijresmar.2019.08.002
Safitra, M. F., Alhari, M. I., Putri, D. P., Lubis, M., Fakhrurroja, H., & Praditha, V. S. (2023, October). Metaverse trend: Definition, application, opportunities, law, and ethics. In
2023 IEEE International Conference on Computing (ICOCO) (pp. 160–165). IEEE.
https://doi.org/10.1109/icoco59262.2023.10397864
Saragih, J. M., Lucey, S., & Cohn, J. F. (2011, March). Real-time avatar animation from a single image. In
2011 IEEE International Conference on Automatic Face & Gesture Recognition (FG) (pp. 117–124). IEEE.
https://doi.org/10.1109/fg.2011.5771400
Sartamorn, S., & Oe, H. (2022). Metaverse marketing for community development: Revitalization of traditional industrial sectors in Thailand. In F. J. Martínez-López, J. C. Gázquez-Abad, & M. Ieva (Eds.),
Advances in national brand and private label marketing. Springer.
https://doi.org/10.1007/978-3-031-06581-1_16
Schmidt, R. C. (1997). Managing Delphi surveys using nonparametric statistical techniques.
Decision Sciences,
28(3), 763-774.
https://doi.org/10.1111/j.1540-5915.1997.tb01330.x
Sharma, C., Kushwah, S. S., & Singh, P. (2025). Metaverse in marketing research: An overview and future research directions.
Progress in Artificial Intelligence, 1–36.
https://doi.org/10.1007/s13748-025-00375-y
Shen, B., Tan, W., Guo, J., Zhao, L., & Qin, P. (2021). How to promote user purchase in metaverse? A systematic literature review on consumer behavior research and virtual commerce application design.
Applied Sciences, 11(23), 11087.
https://doi.org/10.3390/app112311087
Shin, D. (2022). The actualization of meta-affordances conceptualizing affordance actualization in the metaverse games.
Computers in Human Behavior, 133, 107292.
https://doi.org/10.1016/j.chb.2022.107292
Smaili, N., & de Rancourt-Raymond, A. (2024). Metaverse: Welcome to the new fraud marketplace.
Journal of Financial Crime, 31(1), 188–200.
https://doi.org/10.1108/jfc-06-2022-0124
Stanko, M. A., Bonner, J. M., & Calantone, R. J. (2007). Building commitment in buyer–seller relationships: A tie strength perspective.
Industrial Marketing Management, 36(8), 1094–1103.
https://doi.org/10.1016/j.indmarman.2006.10.001
Tavallaei, R., & Ahmadi, M. M. (2015). Investigating the dimensions of Avatarism and its impact on future developments in Iranian-Islamic culture (using GBN approach in scenario planning). Public Administration Perspective, 6(1), 41–77.
Vangi, F., Ricci, M., Dastan, M., & Fiorentino, M. (2024). The mixed tangible catalog: Toward tangible and sustainable B2B metaverse fashion showrooms.
IEEE Computer Graphics and Applications, 44(4), 40–52.
https://doi.org/10.1109/MCG.2024.3424247
Vidal-Tomás, D. (2022). The new crypto niche: NFTs, play-to-earn, and metaverse tokens.
Finance Research Letters, 47, 102742.
https://doi.org/10.1016/j.frl.2022.102742
Wiederhold, B. K. (2022). Ready (or not) player one: Initial musings on the metaverse.
Cyberpsychology, Behavior, and Social Networking, 25(1), 1–2.
https://doi.org/10.1089/cyber.2021.29234.editorial
Wiersema, F. (2013). The B2B agenda: The current state of B2B marketing and a look ahead.
Industrial Marketing Management, 42(4), 470–488.
https://doi.org/10.1016/j.indmarman.2013.02.015
Yao, X., Ma, N., Zhang, J., Wang, K., Yang, E., & Faccio, M. (2024). Enhancing wisdom manufacturing as industrial metaverse for industry and society 5.0.
Journal of Intelligent Manufacturing, 35(1), 235–255.
https://doi.org/10.1007/s10845-022-02027-7
Zuckerberg, M. (2021). Connect 2021 keynote: Our vision for the metaverse. Facebook.