The future of technology: virtual reality (VR) and augmented reality (AR) are new technologies that are changing marketing techniques, consumer behavior, and communication parameters. While they promise transformative potential, the literature is fragmented, requiring a systematic understanding of their adoption and influence. This paper employs bibliometric analysis to visualize some of the new research trends, acknowledged gaps, and creates research propositions to move forward. Six research clusters are analyzed using VOSviewer; immersive marketing, human decision-making, communication dynamics, consumer behavior, sustainability, and motivation were identified. The results provide an extensive reference for utilizing VR/AR within marketing and communication ecosystems, thereby adding to the existing knowledge (theoretical and practical implications) and paving the way for future research avenues.