Proceedings of the 5th International Conference on New Trends in Management, Business and Economics
Year: 2023
DOI:
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The New Paradigm in the Digital World: The Use of Metaverse in the Marketing Environment and its Future Agenda
Baris Corumlu
ABSTRACT:
Rapidly developing technology and the pace of development of digital socialization have accelerated in the last decade, especially with the COVID-19 outbreak. Although Metaversin, which emerged thanks to the ongoing digital transformation, is like the idea of a parallel universe emerging as an alternative to the world, it has an important place in the discussions on the future of digital networks.
The aim of this study; To reveal the concept of Metaverse with its dynamics, how brands are currently using Metaverse as a new marketing channel, what potential Metaverse has for marketers, how businesses shape their costs in their production activities, how brands use Metaverse, how to pay with virtual currencies. aims to explain the effect of the brand awareness and marketing world in a conceptual dimension.
keywords: Digital marketing, Consumer resarch, İndustry 4.0 technologies, luxury fashion brand,Metaverse marketing