Metaverse and Augmented Reality in E-Commerce: Bibliometric Analysis and Thematic Exploration

This research addresses the rapid advancements and exponential growth in academic research on the use of augmented reality (AR) and the metaverse in e-commerce.Through comprehensive bibliometric analysis, the research evaluates the performance of publications and citation metrics, uncovers influential works and collaborative networks, and explores thematic trends and researcher sentiments in this domain.Data from Scopus was analyzed using tools such as R, RStudio, BiblioShiny, VOSviewer, Tableau, and Python.In addition, sentiment analysis was conducted via Hugging Face's DistilBERT model.The research findings highlight key themes, including the integration of AR and the metaverse in retail, online shopping, and mobile commerce, emphasizing the role of immersive technologies in transforming consumer experiences.This study identifies emerging trends and gaps, providing a roadmap for future research and strategic implementation.Sentiment analysis reveals a balanced outlook among researchers, with both enthusiasm for technological advancements and concerns over implementation challenges.The research offers valuable insights for researchers, publications, and the e-commerce industry, guiding informed decision-making, fostering innovation, and enhancing consumer experiences in the evolving landscape of AR and the metaverse in e-commerce.