Digital Transformation: The Role of Emerging Technologies to the Metaverse Horizon in E-Businesses

The emergence of novel technologies such as augmented reality (AR), virtual reality (VR), artificial intelligence (AI), and the metaverse has played a significant role in shaping consumer behavior and the future of marketing. This study aims to conduct a systematic and comprehensive literature review using a bibliometric approach on citation data related to buyer behavior in AR-based technologies. Adopting a positivist paradigm allowed the researcher to systematically collect citation data from the Scopus database and preprocess it following the standard PRISMA protocol. Ultimately, this study extracted metadata from a substantial body of scholarly articles using well-recognized bibliometric tools, including R Studio and VOSviewer. The final results of this study primarily revolve around seven main areas: consumer behavior and emotional interactions in augmented reality; innovative retailing and decision-making through mixed reality; human studies and experiences in the metaverse and digital realities; artificial intelligence and digital technologies in AR-based marketing; immersive technologies and user experience in extended reality (XR); consumer behavior and the digital buying process; and virtual reality and its impact on retailing and technology. The article concludes with recommendations for future research, emphasizing underexplored areas with high potential for methodological innovation.

کلیدواژه ها:

Augmented Reality ، Virtual Reality ، Artificial Intelligence ، Metaverse ، E-Businesses