As estratégias comunicacionais das organizações no metaverso: uma revisão sistemática de literatura

Abstract

With the potential to bring together an unlimited number of users in a three-dimensional, immersive environment, as well as to provide experiences characterized by collaboration, personalization, and co-creation, the metaverse has been revolutionizing the ways organizations and their audiences interact and communicate. In this context, this undergraduate thesis aims to identify, describe, and analyze the communication strategies implemented in this digital environment through a systematic literature review (SLR).The bibliographic research was carried out in September 2024, based on the Web of Science and Scopus repositories. Fourteen scientific articles were selected, analyzed according to the “state of the art” typology, and submitted to the PRISMA 2020 protocol. The investigation considered different types of organizations, their fields of activity, the modes of communication prioritized by the strategies, their target audiences, objectives, justifications, actions, and main outcomes. The results of the SLR revealed that organizations’ entry into the metaverse has been primarily driven by consumption-oriented practices, as evidenced, for example, by the near-total predominance of strategies focused on marketing communication. This study provides analytical insights for specialists, whether academic or not, who aim to study and develop innovative communication advisory practices in the metaverse as a new environment for strategic action. The present work seeks to broaden the professional scope of journalists by proposing a research topic related to the field of strategic communication and communication consulting – expressions that are becoming increasingly prominent in today’s competitive media landscape.