Using Mixed Reality for Green Marketing Strategies: bibliometric analysis
Konrad Biercewicz · Procedia Computer Science · 2024
This study employs a comprehensive bibliometric analysis to explore the integration of mixed reality in green marketing strategies. The research aims to elucidate the scholarly contributions and trends in this field, drawing on data from prominent academic databases such as Web of Science and Scopus. A structured literature review, guided by specifically tailored queries, extracts relevant data from keywords, titles, and abstracts to ensure a focused investigation. Advanced analytical tools, notably VOSviewer software, are used to analyze the data and create informative bibliometric maps, revealing the interconnectedness and trends within the research landscape. Key findings highlight the transformative potential of mixed reality technologies, particularly Augmented Reality (AR) and Virtual Reality (VR), in promoting environmental awareness and sustainability initiatives. These technologies facilitate immersive experiences and interactive storytelling, effectively communicating complex environmental messages, engaging consumers, and encouraging sustainable behaviors. The analysis provides valuable insights for scholars and practitioners seeking to leverage mixed reality tools for informed decision-making in green marketing. By understanding the evolving research landscape and emerging trends, stakeholders can effectively harness mixed reality technologies to foster sustainable practices and drive positive environmental impact in the marketplace.