A GRAPHIC-DIGITAL MAPPING OF ACADEMIC PRODUCTION ON BRANDING AND CO-CREATION FOR THE METAVERSE ENVIRONMENT
Keywords:
Bibliometric Research, Brand Communication, Interactivity, Digital CommunityAbstract
The popularization of digital resources and online communication has solidified the social protagonism of consumers. Managers face difficulties in highlighting their offers. The competition between organizations has become symbolic, exercised through interactive brand communication. In Marketing and Branding, there is an investment in co-creation communities with consumers who influence brand culture. The importance of coparticipative and cocreative communication is confirmed by a bibliometric research. The VOSviewer program was used for data collection and visualization. Additionally, in the background of this study, considering the current stage of WEB 3.0, there is an indication of the online interactive environment of the digital platform Metaverse as a privileged field for cocreative and coparticipative brand composition.
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