From immersion to identity: a systematic review and framework for understanding metaverse consumers

Metaverse marketing has emerged as a rapidly expanding research domain, yet scholarship on consumer behaviour within this context remains fragmented and often embedded within broader marketing or technology reviews. This study addresses this gap through a systematic literature review (SLR) of 84 peer-reviewed journal articles explicitly situated at the intersection of consumer behaviour and marketing in the Metaverse. The review synthesises insights into four thematic domains: (1). consumer engagement, (2). technology adoption, (3). avatar dynamics, and (4). fashion/luxury branding. The review maps three theoretical foundations: motivational, identity-based, and design-oriented perspectives. By integrating these strands, the paper develops a novel conceptual framework that captures how immersive, multisensory, and identity-driven experiences in the metaverse shape consumer–brand interactions and extend into real-world consumption. The analysis highlights the need for metaverse-specific behavioural theorisation and outlines key research gaps, offering a targeted agenda to advance understanding in this evolving field.