A bibliometric and content analysis of marketing in Web 3.0
This study employs a bibliometric and content analysis of 121 articles to systematize the fragmented literature on Web 3.0 marketing, identifying key thematic clusters, theoretical foundations, and a structured research agenda to guide future scholarly and practical developments in blockchain, decentralization, and the metaverse.
Original paper licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). This is an AI-generated explanation of the paper below. It is not written or endorsed by the authors. For technical accuracy, refer to the original paper. Read full disclaimer
The internet is currently undergoing a quiet but profound transformation, shifting from a system where a few giant companies hold the keys to a new model where the users themselves hold the power. This new era, often called Web 3.0, is built on a foundation of digital ledgers known as blockchain technology. Unlike the current web, where your data is stored on a company's server and sold to advertisers, Web 3.0 distributes that information across a vast network of computers, giving individuals control over their own digital assets and privacy. Within this new landscape, a virtual world called the metaverse is emerging—a shared online space where people interact through digital avatars, buy virtual items, and attend events. For businesses, this shift is not just a technical upgrade; it is a complete rewrite of how they connect with customers, moving from traditional advertising to direct, transparent, and often gamified relationships.
Despite the excitement surrounding these changes, the academic understanding of how marketing actually works in this new environment has been scattered and fragmented. Researchers have studied the technology, the virtual worlds, and the ethics separately, but no one had yet mapped how these pieces fit together into a coherent picture. To solve this, a team of scholars from Ariel University and Bar-Ilan University in Israel set out to organize the existing knowledge. They gathered 121 scientific articles published between 2009 and 2025 that discussed marketing in the context of Web 3.0, blockchain, and the metaverse. Using specialized software to analyze patterns in how these papers cited one another and what keywords they shared, the researchers constructed a clear map of the field, revealing three main areas of focus that define the current state of the art.
The first major area the researchers identified is the role of blockchain in reshaping marketing strategies. In this cluster, scholars are exploring how the technology's ability to create transparent and secure records can change the relationship between brands and consumers. Instead of a company simply telling a story, the technology allows for a system where the history of a product or a transaction is visible and unchangeable. This has led to new ideas about loyalty programs, where rewards are not just points in a database but digital assets that consumers truly own and can trade. The research suggests that this transparency builds trust, as customers can verify claims about a product's origin or authenticity without needing to rely solely on the brand's word.
The second cluster focuses on the ethical and trust issues that arise in these decentralized environments. Because Web 3.0 removes the middlemen, it also removes the traditional gatekeepers who once managed privacy and safety. The researchers found that a significant portion of the literature is dedicated to figuring out how to balance the benefits of total transparency with the need to protect personal data. There is a growing concern that while the technology can prevent fraud, it might also expose users to new forms of manipulation or psychological pressure, especially in immersive virtual spaces. The studies highlight that for this new system to work, there must be a new set of ethical rules that ensure fairness and protect the user, rather than just the interests of the technology providers.
The third and perhaps most visible area of research is marketing within the metaverse and the use of digital technologies like non-fungible tokens, or NFTs. NFTs are unique digital certificates that prove ownership of a specific item, whether it is a piece of digital art, a virtual outfit for an avatar, or a ticket to an event. The researchers observed a rapid surge in interest in this topic starting around 2021, as brands began creating virtual showrooms and hosting events where customers could interact directly with products. The literature shows that these environments allow for highly personalized experiences, where consumers can co-create value with brands. However, the research also points out that this is still a developing field, with many questions remaining about how to make these virtual experiences sustainable and how to ensure that users are comfortable with the technology.
Underpinning all these findings are several established theories that help explain human behavior in these new digital settings. The researchers noted that scholars are applying concepts like the Theory of Planned Behavior, which looks at how a person's attitude and sense of control influence their actions, to understand why people buy virtual goods. They are also using Social Exchange Theory to analyze how trust is built when people trade digital assets, and Stakeholder Theory to consider how different groups, from creators to investors, interact in these complex ecosystems. By weaving these theories together with the new data, the study provides a structured way to understand the shift from a centralized internet to a decentralized one.
Despite the progress, the researchers identified significant gaps that need to be filled. They found that while we know a lot about the technology itself, we do not yet fully understand how different cultures or age groups will react to these new forms of digital ownership. There is also a need to study how trust is maintained over the long term, as the initial excitement of new technologies often fades. The authors suggest that future research must look beyond the technical possibilities to examine the human side of the equation: how people actually feel when they interact with virtual influencers, how they navigate the ethics of data privacy, and how they build lasting loyalty in a world without traditional intermediaries.
The study concludes that while the potential for Web 3.0 to create a more equitable and engaging internet is real, the path forward is not yet clear. The transition requires more than just new tools; it demands a fundamental rethinking of how value is created and shared. The researchers propose a structured agenda for the future, urging scholars and practitioners to focus on the psychological impact of immersive environments, the long-term effects of blockchain-based trust, and the cultural differences that shape consumer behavior. By organizing the fragmented pieces of the puzzle, this work offers a roadmap for navigating the complex, evolving landscape of marketing in a decentralized digital world, ensuring that the future internet remains a place of genuine connection rather than just a new marketplace.
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