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METAVERSE AND MARKETING: NEW DIMENSIONS OF DIGITAL TRANSFORMATION

Year 2023, Volume: 7 Issue: 2, 79 - 104, 16.12.2023
https://doi.org/10.61524/fuuiibfdergi.1326469

Abstract

The rapid development of digital marketing in recent years has brought the virtual world called Metaverse to the fore. In a virtual world similar to the real world, a virtual and augmented reality-supported metaverse platform that creates an immersive experience and interaction for consumers; has also attracted the attention of the marketing discipline. This platform, which offers a marketing environment beyond digital marketing, will also make a difference in consumer behavior in many ways. The fact that both consumers and businesses are in the metaverse environment has made it necessary to examine this platform in terms of marketing. At this point, the article aims to use the metaverse platform was examined to analyze the possible behaviors of consumers and to guide businesses at critical points while creating marketing strategies on this platform. In the article, the metaverse concept was examined and aimed to understand this universe, and information was presented with the title of a conceptual framework. The studies in the literature have been examined under the title of literature review and the title of marketing in the metaverse, in terms of metaverse marketing. The critical points encountered while creating marketing strategies have been examined and explained in terms of the metaverse. Finally, there are critical points and recommendations that businesses should consider when creating marketing strategies in the metaverse. Although it does not have clear boundaries yet, it is thought that the metaverse will grow rapidly. While businesses create marketing strategies in the meta universe; It can reach a wide target audience and gain advantages through brand awareness from this target audience. By improving the customer experience with the brand, brands can boost their earnings in both physical and online businesses. It is thought that influencers who are effective in digital marketing will continue with virtual influencers in the virtual world. Since it is thought that the avatars, which the participants will use as a way of expressing themselves, will come to the fore within the scope of Influencer Marketing, businesses should also attach importance to Influencer Marketing strategies. The Metaverse platform, which can provide the opportunity to obtain data and process this data quickly in terms of market research, has an important place in marketing activities. Although it is thought that the metaverse environment will benefit both businesses and consumers in many ways, there are some difficulties that this environment can bring. There are also measures to be taken at many points such as property rights, difficulties in payment, cyber-attacks, attacks on personal rights, and psychological effects. Future academic studies on revealing and preventing the difficulties and negative situations that may occur in the metaverse will benefit the literature. In addition, it is recommended that future studies on Metaverse be carried out in terms of consumer behavior and neuromarketing in terms of marketing discipline.

References

  • ALI, S. A., KHAN, R. (2023). Metaverse Marketing vs Digital Marketing. International Journal of Innovative Science and Research Technology, 8(1), 385-388.
  • BALL, M. (2022). The metaverse: and how it will revolutionize everything. Liveright Publishing.
  • BARNES, S. J., MATTSSON, J. (2011). Exploring the fit of real brands in the Second Life 1 virtual world. Journal of Marketing Management, 27(9-10), 934– 958.
  • BARRERA, K. G., SHAH, D. (2023). Marketing in the Metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420.
  • BÉLISLE, J. F., BODUR, H. O. (2010). Avatars as information: Perception of consumers based on their avatars in virtual worlds. Psychology & Marketing, 27(8), 741-765.
  • BELK, R. W. (2013). Extended Self in a Digital World. Journal of Consumer Research, 40(3), 477-500.
  • BLEIZE, D. N. M., ANTHEUNIS, M. L. (2019). Factors influencing purchase intent in virtual worlds: A review of the literature. Journal of Marketing Communications, 25(4), 403–420. https://doi.org/10.1080/13527266.2016.1278028
  • BOSWORTH, A. CLEGG, N. (2021), “Building the metaverse responsibly”, available at: https://about.fb.com/news/2021/09/building-the-metaverse-responsibly/ (accessed 20 April 2023).
  • BUHALIS, D., LEUNG, D., LIN, M. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management, 97, 104724.
  • BUSHELL, C. (2023). The Impact of Metaverse on Branding and Marketing (May 23, 2022). Available at SSRN: https://ssrn.com/abstract=4144628 or http://dx.doi.org/10.2139/ssrn.4144628
  • CHEAH, I., SHIMUL, A. S. (2023). Marketing in the metaverse: Moving forward–What’s next? Journal of Global Scholars of Marketing Science, 33(1), 1-10.
  • DWIVEDI, Y. K., HUGHES, L., ISMAGILOVA, E., AARTS, G., COOMBS, C., CRICK, T., WILLIAMS, M. D. (2021). Artificial intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice, and policy. International Journal of Information Management, 57, 101994.
  • DWIVEDI, Y. K., HUGHES, L., WANG, Y., ALALWAN, A. A., AHN, S. J., BALAKRISHNAN, J., WIRTZ, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776.
  • GABISCH, J. A., GWEBU, K. L. (2011). Impact of virtual brand experience on purchase intentions: The role of multichannel congruence. Journal of Electronic Commerce Research, 12(4), 302–319. http://www.jecr.org/node/64
  • GONZALES SEPULVEDA, M. (2022). What is the metaverse and how is it shaping the future of marketing; the role of cultural codes in virtual experiences: a cross cultural case study. http://tesi.luiss.it/33890/
  • GUO, Y., BARNES, S. (2011). Purchase behavior in virtual worlds: An empirical investigation in Second Life. Information & Management, 48(7), 303–312. https://doi.org/10.1016/j.im.2011.07.004
  • GUPTA, G., GUPTA, A., JOSHI, M. C. (2022, December). A Conceptual and Bibliometric Study to Understand Marketing in Metaverse: A new Paradigm. In 2022 5th International Conference on Contemporary Computing and Informatics (IC3I) (pp. 1486-1491). IEEE.
  • HAZAN, E., KELLY, G., KHAN, H., SPILLECKE, D., YEE, L. (2022). Marketing in the metaverse: An opportunity for innovation and experimentation. The McKinsey Quarterly.
  • HENNIG-THURAU, T., OGNIBENI, B. (2022). Metaverse marketing. NIM Marketing Intelligence Review, 14(2), 43-47.
  • HOLLENSEN, S., KOTLER, P., OPRESNIK, M. O. (2022). Metaverse—The new marketing universe. Journal of Business Strategy. Advance online publication. https://doi.org/10.1108/JBS-01-2022-0014
  • HWANG, R., LEE, M. (2022). The influence of music content marketing on user satisfaction and intention to use in the metaverse: A focus on the SPICE model. Businesses, 2(2), 141-155.
  • JIN, S. A. A., SUNG, Y. (2010). The roles of spokes-avatars' personalities in brand communication in 3D virtual environments. Journal of Brand Management, 17(5), 317– 327.
  • JOHNSTON, L. (2021), “Nike’s next metaverse move is RTFKT pickup”, 14th Dec. 2021, available at: https://consumergoods.com/nikes-next-metaverse-move-rtfkt-pickup Erişim Tarihi:18.04.2023.
  • JOY, A., ZHU, Y., PEÑA, C., BROUARD, M. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non-fungible tokens. Strategic Change, 31(3), 337– 343.
  • JOSHUA, J. (2017). Information bodies: Computational anxiety in Neal Stephenson's Snow Crash. Interdisciplinary Literary Studies, 19(1), 17– 47.
  • KEVINS, J. (2022). Metaverse as a New Emerging Technology: An Interrogation of Opportunities and Legal Issues: Some Introspection. Available at SSRN 4050898.
  • KIM, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141– 144.
  • KHATRI, M. (2022). Revamping the marketing world with metaverse–The future of marketing. International Journal of Computer Applications, 975(29), 8887.
  • KOOHANG, A., NORD, J. H., OOI, K. B., TAN, G. W. H., AL-EMRAN, M., AW, E. C. X. WONG, L. W. (2023). Shaping the metaverse into reality: a holistic multidisciplinary understanding of opportunities, challenges, and avenues for future investigation. Journal of Computer Information Systems, 63(3), 735-765.
  • LOUREIRO, S. M. C., GUERREIRO, J., ELOY, S., LANGARO, D., PANCHAPAKESAN, P. (2019). Understanding the use of Virtual Reality in Marketing: A text mining-based review. Journal of Business Research, 100(2019), 514–530. https://doi.org/10.1016/j.jbusres.2018.10.055
  • LU, S., MINTZ, O. (2023). Marketing on the metaverse: Research opportunities and challenges. AMS Review, 1-16.
  • MACK, O. O. (2022). The metaverse matters: How this new world could affect your life. Forbes. https://www.forbes.com/sites/forbestechcouncil/2022/11/18/the-metaverse-matters-how-this-new-world-could-affect-your-life/?sh=2d59d9ef2c7c
  • MAHMOUD, A. B. (2023). The Metaverse and Web 3.0: Revolutionising Consumption and Communication for the Future. In Handbook of Research on Consumer Behavioral Analytics in Metaverse and the Adoption of a Virtual World (pp. 322-345). IGI Global.
  • MCKINSEY COMPANY. (2022). Meet the metaverse: Creating real value in a virtual world. https://www.mckinsey.com/about-us/new-at-mckinsey-blog/meet-the-metaverse-creating-real-value-in-a-virtual-world. Erişim Tarihi: 17.06.2023.
  • MELERO, I., Sese, F. J., Verhoef, P. C. (2016). Recasting the customer experience in today’s omni-channel environment. Universia Business Review, (50), 18-37.
  • MILEVA, I. (2023). 52 Metaverse Statistics | Market Size & Growth (2023). https://influencermarketinghub.com/metaverse-stats/
  • Oh, J. H. (2021). A Study on Factors Affecting the Intention to Use the Metaverse by Applying the Extended Technology Acceptance Model (ETAM): Focused on the Virtual World Metaverse. The Journal of the Korea Contents Association, 21(10), 204-216.
  • ÖZKAYNAR, K. (2022) Metaverse Alanlarda Tüketim, Pazarlama Anlayışı, Markalaşma, Reklamcılık ve Yeni Fırsatlar. Nobel Kitabevi.
  • PARK, S., KANG, Y. J. (2021). A Study on the intentions of early users of metaverse platforms using the Technology Acceptance Model. Journal of Digital Convergence, 19(10), 275-285.
  • PIYATHASANAN, B., MATHIES, C., WETZELS, M., PATTERSON, P. G., de RUYTER, K. (2015). A hierarchical model of virtual experience and its influences on the perceived value and loyalty of customers. International Journal of Electronic Commerce, 19(2), 126–158. https://doi.org/10.1080/10864415.2015.979484
  • RAMADAN, Z. (2023). Marketing in the metaverse era: toward an integrative channel approach. Virtual Reality, 1-14.
  • SHEN, B., TAN, W., GUO, J., ZHAO, L., & QIN, P. (2021). How to promote user purchase in Metaverse? A systematic literature review on consumer behavior research and virtual commerce application design. Applied Sciences, 11(23), 11087. https://doi.org/10.3390/app112311087
  • SHEVLIN, R. (2022). JP Morgan opens a bank branch in the metaverse. https://www.forbes.com/sites/ronshevlin/2022/02/16/jpmorgan-opens-a-bank-branch-in-the-metaverse-but-its-not-for-what-you-think-its-for/?sh=431890c158d3 Erişim Tarihi: 21.06.2023
  • SISODIYA, R. S., VAIDYA, S. (2023). Marketing In the Metaverse: An Opportunity for Virtual Marketing for Zoomers (Genz). International Journal of Progressive Research in Engineering Management and Science. 3 (1). 109-120. DOI: https://www.doi.org/10.58257/IJPREMS30580
  • SITA, 2022. The megatrends: 12 key trends that will shape the travel industry over the next decade, SITA innovation report. https://www.sita.aero/globalassets/docs/other/innovation/meet-the-megatrends/sita-megatrends-report.pdf
  • TAN, G. W. H., CHAM, T. H., OOI, K. B., DWIVEDI, Y. K., ALALWAN, A. A., TAN, T. M. (2023). Metaverse in marketing and logistics: the state of the art and the path forward. Asia Pacific Journal of Marketing and Logistics.
  • WONGKITRUNGRUENG, A., SUPRAWAN, L. (2023). Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences. International Journal of Human–Computer Interaction, 1-20.
  • WORTH, N. (2015). Players and avatars: The connections between player personality, avatar personality, and behavior in video games. https://dr.library.brocku.ca/bitstream/handle/10464/6985/Brock_Worth_Narnia_2015.pdf?sequence=1&isAllowed=y

METAVERSE VE PAZARLAMA: DİJİTAL DÖNÜŞÜMÜN YENİ BOYUTLARI

Year 2023, Volume: 7 Issue: 2, 79 - 104, 16.12.2023
https://doi.org/10.61524/fuuiibfdergi.1326469

Abstract

Son yıllarda dijital pazarlamanın hızlı gelişmesi Metaverse isimli sanal dünyanın da ön plana çıkmasını sağlamıştır. Gerçek dünyaya benzer bir sanal dünyada, sanal ve artırılmış gerçeklik destekli, tüketicilere sürükleyici bir deneyim ve etkileşim oluşturan metaverse platformu pazarlama disiplininin de dikkatini çekmiştir. Dijital pazarlamanın ötesinde bir pazarlama ortamı sunun bu platformun tüketici davranışlarında da birçok açıdan farklılık ortaya koyacağı düşünülmektedir. Hem tüketicilerin hem de işletmelerin metaverse ortamında yer alması bu platformun pazarlama açısından incelenmesini gerekli kılmıştır. Bu noktada makalenin amacı metaverse platformunun incelenerek hem tüketicilerin muhtemel davranışlarını analiz etmek hem de işletmelerin bu platformda pazarlama stratejileri oluştururken dikkat etmesi gereken kritik noktalarda yol göstermek olarak belirlenmiştir.Makalede metaverse kavramı incelenerek bu evrenin anlaşılması amaçlanmış, kavramsal çerçeve başlığıyla metaverse hakkında bilgi sunulmuştur. Literatürdeki çalışmalar literatür taraması başlığı altında incelenmiş ve Metaverse’ de Pazarlama başlığıyla da metaverse pazarlama açısından incelenmiştir. Pazarlama stratejileri oluşturulurken karşılaşılan kritik noktalar metaverse açısından incelenip açıklanmaya çalışılmıştır. Son olarak işletmelerin metaverse’ de pazarlama stratejileri oluştururken dikkat etmesi gereken kritik noktalar ve tavsiyeler yer almıştır. Henüz belirgin sınırları olmamakla beraber metaverse’ ün hızla büyüyeceği düşünülmektedir. Metaverse’ de işletmeler pazarlama stratejileri oluştururken; geniş hedef kitlesine ulaşabilir ve bu hedef kitlesinden marka bilinirliği yolunda avantajlar sağlayabilir. İşletmeler marka ile müşteri deneyimini artırarak hem fiziksel hem de sanal mağazalarında kazançlarını artırabilir. Dijital pazarlamada etkili olan influencer’ ların sanal dünyada sanal etkileyicilerle de devam edeceği düşünülmektedir. Katılımcıların kendilerini ifade şekli olarak kullanacağı avatarların Influencer Marketing kapsamında ön plana çıkacağı düşünüldüğünden işletmeler Influencer Marketing stratejilerine de önem vermelidir. Pazar araştırmaları açısından da veri elde etme ve bu verileri hızlı bir şekilde işleme fırsatı sunabilecek metaverse ortamı pazarlama faaliyetlerinde önemli bir yer alacak gibi görünmektedir. Metaverse ortamının hem işletmelere hem de tüketicilere birçok açıdan fayda sağlayacağı düşünülse de bu ortamın getirebileceği bazı zorluklar da mevcuttur. Mülkiyet hakları, ödeme konusunda oluşabilecek zorluklar, siber saldırılar, kişilik haklarına saldırı, psikolojik etkiler gibi birçok noktada alınması gereken önlemler de bulunmaktadır. İleride yapılacak akademik çalışmaların metaverse’ de oluşabilecek zorluklar ve olumsuz durumların ortaya çıkarılması ve önlenmesi konusunda çalışmaları literatüre fayda sağlayacaktır. Ayrıca pazarlama disiplini açısından metaverse ile ilgili gelecekte yapılacak çalışmaların tüketici davranışları ve nöromarketing açısından yapılması da tavsiye edilmektedir.

References

  • ALI, S. A., KHAN, R. (2023). Metaverse Marketing vs Digital Marketing. International Journal of Innovative Science and Research Technology, 8(1), 385-388.
  • BALL, M. (2022). The metaverse: and how it will revolutionize everything. Liveright Publishing.
  • BARNES, S. J., MATTSSON, J. (2011). Exploring the fit of real brands in the Second Life 1 virtual world. Journal of Marketing Management, 27(9-10), 934– 958.
  • BARRERA, K. G., SHAH, D. (2023). Marketing in the Metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420.
  • BÉLISLE, J. F., BODUR, H. O. (2010). Avatars as information: Perception of consumers based on their avatars in virtual worlds. Psychology & Marketing, 27(8), 741-765.
  • BELK, R. W. (2013). Extended Self in a Digital World. Journal of Consumer Research, 40(3), 477-500.
  • BLEIZE, D. N. M., ANTHEUNIS, M. L. (2019). Factors influencing purchase intent in virtual worlds: A review of the literature. Journal of Marketing Communications, 25(4), 403–420. https://doi.org/10.1080/13527266.2016.1278028
  • BOSWORTH, A. CLEGG, N. (2021), “Building the metaverse responsibly”, available at: https://about.fb.com/news/2021/09/building-the-metaverse-responsibly/ (accessed 20 April 2023).
  • BUHALIS, D., LEUNG, D., LIN, M. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management, 97, 104724.
  • BUSHELL, C. (2023). The Impact of Metaverse on Branding and Marketing (May 23, 2022). Available at SSRN: https://ssrn.com/abstract=4144628 or http://dx.doi.org/10.2139/ssrn.4144628
  • CHEAH, I., SHIMUL, A. S. (2023). Marketing in the metaverse: Moving forward–What’s next? Journal of Global Scholars of Marketing Science, 33(1), 1-10.
  • DWIVEDI, Y. K., HUGHES, L., ISMAGILOVA, E., AARTS, G., COOMBS, C., CRICK, T., WILLIAMS, M. D. (2021). Artificial intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice, and policy. International Journal of Information Management, 57, 101994.
  • DWIVEDI, Y. K., HUGHES, L., WANG, Y., ALALWAN, A. A., AHN, S. J., BALAKRISHNAN, J., WIRTZ, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776.
  • GABISCH, J. A., GWEBU, K. L. (2011). Impact of virtual brand experience on purchase intentions: The role of multichannel congruence. Journal of Electronic Commerce Research, 12(4), 302–319. http://www.jecr.org/node/64
  • GONZALES SEPULVEDA, M. (2022). What is the metaverse and how is it shaping the future of marketing; the role of cultural codes in virtual experiences: a cross cultural case study. http://tesi.luiss.it/33890/
  • GUO, Y., BARNES, S. (2011). Purchase behavior in virtual worlds: An empirical investigation in Second Life. Information & Management, 48(7), 303–312. https://doi.org/10.1016/j.im.2011.07.004
  • GUPTA, G., GUPTA, A., JOSHI, M. C. (2022, December). A Conceptual and Bibliometric Study to Understand Marketing in Metaverse: A new Paradigm. In 2022 5th International Conference on Contemporary Computing and Informatics (IC3I) (pp. 1486-1491). IEEE.
  • HAZAN, E., KELLY, G., KHAN, H., SPILLECKE, D., YEE, L. (2022). Marketing in the metaverse: An opportunity for innovation and experimentation. The McKinsey Quarterly.
  • HENNIG-THURAU, T., OGNIBENI, B. (2022). Metaverse marketing. NIM Marketing Intelligence Review, 14(2), 43-47.
  • HOLLENSEN, S., KOTLER, P., OPRESNIK, M. O. (2022). Metaverse—The new marketing universe. Journal of Business Strategy. Advance online publication. https://doi.org/10.1108/JBS-01-2022-0014
  • HWANG, R., LEE, M. (2022). The influence of music content marketing on user satisfaction and intention to use in the metaverse: A focus on the SPICE model. Businesses, 2(2), 141-155.
  • JIN, S. A. A., SUNG, Y. (2010). The roles of spokes-avatars' personalities in brand communication in 3D virtual environments. Journal of Brand Management, 17(5), 317– 327.
  • JOHNSTON, L. (2021), “Nike’s next metaverse move is RTFKT pickup”, 14th Dec. 2021, available at: https://consumergoods.com/nikes-next-metaverse-move-rtfkt-pickup Erişim Tarihi:18.04.2023.
  • JOY, A., ZHU, Y., PEÑA, C., BROUARD, M. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non-fungible tokens. Strategic Change, 31(3), 337– 343.
  • JOSHUA, J. (2017). Information bodies: Computational anxiety in Neal Stephenson's Snow Crash. Interdisciplinary Literary Studies, 19(1), 17– 47.
  • KEVINS, J. (2022). Metaverse as a New Emerging Technology: An Interrogation of Opportunities and Legal Issues: Some Introspection. Available at SSRN 4050898.
  • KIM, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141– 144.
  • KHATRI, M. (2022). Revamping the marketing world with metaverse–The future of marketing. International Journal of Computer Applications, 975(29), 8887.
  • KOOHANG, A., NORD, J. H., OOI, K. B., TAN, G. W. H., AL-EMRAN, M., AW, E. C. X. WONG, L. W. (2023). Shaping the metaverse into reality: a holistic multidisciplinary understanding of opportunities, challenges, and avenues for future investigation. Journal of Computer Information Systems, 63(3), 735-765.
  • LOUREIRO, S. M. C., GUERREIRO, J., ELOY, S., LANGARO, D., PANCHAPAKESAN, P. (2019). Understanding the use of Virtual Reality in Marketing: A text mining-based review. Journal of Business Research, 100(2019), 514–530. https://doi.org/10.1016/j.jbusres.2018.10.055
  • LU, S., MINTZ, O. (2023). Marketing on the metaverse: Research opportunities and challenges. AMS Review, 1-16.
  • MACK, O. O. (2022). The metaverse matters: How this new world could affect your life. Forbes. https://www.forbes.com/sites/forbestechcouncil/2022/11/18/the-metaverse-matters-how-this-new-world-could-affect-your-life/?sh=2d59d9ef2c7c
  • MAHMOUD, A. B. (2023). The Metaverse and Web 3.0: Revolutionising Consumption and Communication for the Future. In Handbook of Research on Consumer Behavioral Analytics in Metaverse and the Adoption of a Virtual World (pp. 322-345). IGI Global.
  • MCKINSEY COMPANY. (2022). Meet the metaverse: Creating real value in a virtual world. https://www.mckinsey.com/about-us/new-at-mckinsey-blog/meet-the-metaverse-creating-real-value-in-a-virtual-world. Erişim Tarihi: 17.06.2023.
  • MELERO, I., Sese, F. J., Verhoef, P. C. (2016). Recasting the customer experience in today’s omni-channel environment. Universia Business Review, (50), 18-37.
  • MILEVA, I. (2023). 52 Metaverse Statistics | Market Size & Growth (2023). https://influencermarketinghub.com/metaverse-stats/
  • Oh, J. H. (2021). A Study on Factors Affecting the Intention to Use the Metaverse by Applying the Extended Technology Acceptance Model (ETAM): Focused on the Virtual World Metaverse. The Journal of the Korea Contents Association, 21(10), 204-216.
  • ÖZKAYNAR, K. (2022) Metaverse Alanlarda Tüketim, Pazarlama Anlayışı, Markalaşma, Reklamcılık ve Yeni Fırsatlar. Nobel Kitabevi.
  • PARK, S., KANG, Y. J. (2021). A Study on the intentions of early users of metaverse platforms using the Technology Acceptance Model. Journal of Digital Convergence, 19(10), 275-285.
  • PIYATHASANAN, B., MATHIES, C., WETZELS, M., PATTERSON, P. G., de RUYTER, K. (2015). A hierarchical model of virtual experience and its influences on the perceived value and loyalty of customers. International Journal of Electronic Commerce, 19(2), 126–158. https://doi.org/10.1080/10864415.2015.979484
  • RAMADAN, Z. (2023). Marketing in the metaverse era: toward an integrative channel approach. Virtual Reality, 1-14.
  • SHEN, B., TAN, W., GUO, J., ZHAO, L., & QIN, P. (2021). How to promote user purchase in Metaverse? A systematic literature review on consumer behavior research and virtual commerce application design. Applied Sciences, 11(23), 11087. https://doi.org/10.3390/app112311087
  • SHEVLIN, R. (2022). JP Morgan opens a bank branch in the metaverse. https://www.forbes.com/sites/ronshevlin/2022/02/16/jpmorgan-opens-a-bank-branch-in-the-metaverse-but-its-not-for-what-you-think-its-for/?sh=431890c158d3 Erişim Tarihi: 21.06.2023
  • SISODIYA, R. S., VAIDYA, S. (2023). Marketing In the Metaverse: An Opportunity for Virtual Marketing for Zoomers (Genz). International Journal of Progressive Research in Engineering Management and Science. 3 (1). 109-120. DOI: https://www.doi.org/10.58257/IJPREMS30580
  • SITA, 2022. The megatrends: 12 key trends that will shape the travel industry over the next decade, SITA innovation report. https://www.sita.aero/globalassets/docs/other/innovation/meet-the-megatrends/sita-megatrends-report.pdf
  • TAN, G. W. H., CHAM, T. H., OOI, K. B., DWIVEDI, Y. K., ALALWAN, A. A., TAN, T. M. (2023). Metaverse in marketing and logistics: the state of the art and the path forward. Asia Pacific Journal of Marketing and Logistics.
  • WONGKITRUNGRUENG, A., SUPRAWAN, L. (2023). Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences. International Journal of Human–Computer Interaction, 1-20.
  • WORTH, N. (2015). Players and avatars: The connections between player personality, avatar personality, and behavior in video games. https://dr.library.brocku.ca/bitstream/handle/10464/6985/Brock_Worth_Narnia_2015.pdf?sequence=1&isAllowed=y
There are 48 citations in total.

Details

Primary Language Turkish
Subjects Digital Marketing, Marketing Management, Consumer Behaviour
Journal Section Articles
Authors

Muhammed Fatih Cevher 0000-0002-0992-8118

Early Pub Date December 16, 2023
Publication Date December 16, 2023
Submission Date July 12, 2023
Published in Issue Year 2023 Volume: 7 Issue: 2

Cite

APA Cevher, M. F. (2023). METAVERSE VE PAZARLAMA: DİJİTAL DÖNÜŞÜMÜN YENİ BOYUTLARI. Fırat Üniversitesi Uluslararası İktisadi Ve İdari Bilimler Dergisi, 7(2), 79-104. https://doi.org/10.61524/fuuiibfdergi.1326469