Artificial Intelligence Biblo AI 5.0 Analyzes Metaverse, User Experience, and Personal Innovativeness

Abstract

Purpose: This study aims to analyze keywords related to marketing experiences in the Metaverse, user flow experience, and individual creativity, while exploring global research trends on these topics.
Design/methodology/approach: A bibliometric analysis was conducted on 1,599 articles retrieved from the Scopus database for the period 2016–2025, using the Biblo AI 5.0 tool integrated with R Biblioshiny. The analysis focuses on identifying thematic clusters, prominent keywords, and interdisciplinary knowledge networks associated with the Metaverse, flow experience, and personal creativity.
Findings: Three main thematic clusters emerged: (i) Metaverse marketing; (ii) Flow experience; and (iii) Individual creativity. Flow experience acts as a critical link between technology and user perception, while personal creativity plays a central role in interaction and engagement within digital environments.
Originality/value: The study proposes an interdisciplinary theoretical framework connecting technology, user behavior, and personal creativity in digital marketing contexts. Beyond academic contributions, the findings offer practical implications for businesses in designing digital experiences tailored to younger generations, fostering engagement and innovation in the Metaverse-an essential contribution in the era of digital transformation.