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The current study intends to highlight the most relevant studies in simulated realities with special attention to VR and marketing, showing how studies have evolved over time and discussing the findings. A text-mining approach using a Bayesian statistical topic model called latent Dirichlet allocation is employed to conduct a comprehensive analysis of 150 articles from 115 journals, all indexed in Web of Science.

The findings reveal seven relevant topics, as well as the number of articles published over time, the authors most cited in VR papers and the leading journals in each topic. The article also provides theoretical and practical implications and suggestions for further research.