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The Metaverse as Influencer Marketing Platform: Influencer-Brand Collaborations of Parıs Hilton with ‘Superplastic’, ‘Bohoo’, and ‘Levi’s’

Year 2023, Issue: 11, 176 - 199, 21.04.2023
https://doi.org/10.32739/etkilesim.2023.6.11.194

Abstract

With the opportunities offered by Metaverse, brands operate in a market area that tends to expand and become more interactive. In such a market, the interaction between influencers and their followers takes place within the framework of a new business model. In this study, in order to evaluate the influencer marketing activities in Metaverse, the brand and influencer collaborations of Paris Hilton with Superplastic, Boohoo, and Levi’s, were examined with the case study and the semiotic analysis method of Roland Barthes. The analysis results showed that influencer marketing in Metaverse seems to be more creative and flexible with higher interaction due to the vast opportunities offered as a consequence of using the virtual worlds and avatars on different platforms. When it comes to users, it is observed that followers are given a real-time interaction opportunity in online virtual environments, that content forms are created in a way which is experienced through gamification; and that further opportunities are offered to develop a closer interaction between the user and the influencer avatars, and other possibilities such as purchasing digital assets and winning awards. In the Metaverse, brands appear to benefit from such opportunities as developing parallel marketing strategies between the physical world and the virtual world, preparing effective advertising campaigns with the creative potential of the virtual world, coming up with solutions to difficulties such as payment problems and counterfeiting in influencer marketing by relying on blockchain technology on the basis of Web 3.0 infrastructure, apart from selling digital products and NFTs.

References

  • Arsenyan, J., & Mirowska, A. (2021). Almost human? A comparative case study on the social media presence of virtual influencers. International Journal of Human-Computer Studies, 155(102694). https://doi.org/10.1016/j.ijhcs.2021.102694.
  • Art Girls Jungle. (2021). NFT happy hour: Paris Hilton drops super dreamy NFTs.Retrieved July 11, 2022 from https://theartgorgeous.com/nft-happy-hour-parishilton-drops-super-dreamy-nfts/.
  • Astill, R. (2022, February 21). Boohoo and Paris Hilton are taking on Roblox’s Metaverse with a virtual fashion marketing campaign. Retrieved May 27, 2022 from https://www.birminghammail.co.uk/whats-on/arts-culture-news/boohoo-paris-hilton- taking-robloxs-23166793.
  • Balis, J. (2022, January 3). How brands can enter the metaverse. Retrieved July 17, 2022 from https://hbr.org/2022/01/how-brands-can-enter-the-metaverse.
  • Ball, M. (2020, January 13). The Metaverse: What it is, where to find it, and who will build it. Retrieved April 14, 2022 from https://www.matthewball.vc/all/themetaverse.
  • Berners-Lee, T. (1998, May 7). The World Wide Web: A very short personal history. Retrieved March 24, 2022 from http://www.w3.org/People/Berners-Lee/ShortHistory. html.
  • Bhatia, S. (2021, Novemver 16). The Metaverse: Framework, Building Blocks and Market Map. Level Up Coding. Retrieved July 4, 2022 from https://levelup.gitconnected.com/the-metaverse-framework-building-blocks-and-market-map-3bb2ccf0241c.
  • Biography. (2021, December 1). Paris Hilton: Hotel heiress and socialite Paris Hilton rose to fame via the reality TV series ‘The Simple Life,’ and continues to court media attention through her books, businesses, music and screen appearances. Retrieved August 8, 2022 from https://www.biography.com/personality/paris-hilton.
  • Butler, S. (2022, March 26). 10 web 3.0 examples: Is it the future of the Internet? Retrieved July 12, 2021 from https://www.online-tech-tips.com/computertips/10-Web-3-0-examples-is-it-the-future-of-the-internet/.
  • Colon, A. (2018, June 20). Paris Hilton designed a very Paris Hilton collection for Boohoo. Glamour. Retrieved July 12, 2022 from https://www.glamour.com/gallery/paris-hilton-collection-for-boohoo.
  • Creatorden. (2018, March 19). Milyonları peşinden sürükleyen bu influencer’lar da kim yahu?. Retrieved April 4, 2022 from https://creatorden.com/tr/milyonlari-pesinden-surukleyen-bu-influencerlar-da-kim-yahu/.
  • Dalyalı, F. Ü. (2021). Dijital iletişim çağında iletişimin gerçekliği: Influencer, yapay zeka ve kanaat önderliği (Unpublished PhD Thesis). Marmara Unıversity Instute of Social Sciences.
  • Dictionary. (no date). Coachella. In Dictionary. Retrieved June 22, 2022 from https://www.dictionary.com/e/historical-current-events/coachella/.
  • Felbin, S., & Talbert, S. (2022, September 20). What is Paris Hilton’s net worth? How the hotel heiress and ‘Cooking With Paris’ star makes money. Retrieved September 28, 2022 from https://www.womenshealthmag.com/life/a37234109/parishilton-net-worth/.
  • Freccero, M. (2022, April 19). Neon Carnival | Coachella Parties. [Video]. Retrieved 26 July 2022 https://www.youtube.com/watch?v=OIXjK_OfSKk.
  • Grayscale Research. (2021, November). The Metaverse: Web 3.0 virtual cloud economies. Grayscale Research. Retrieved May 23, 2022 from https://grayscale.com/wpcontent/uploads/2021/11/Grayscale_Metaverse_Report_Nov 2021.pdf.
  • Grider, D. (2021). The Metaverse: Web 3.0 virtual cloud economics. Grayscale Research. Retrieved April 11, 2022 from https://grayscale.com/wp-content/uploads/2021/11/Grayscale_Metaverse_Report_Nov2021.pdf.
  • Güven, V., & Şahinöz, E. (2022). Blokzincir kripto paralar bitcoin: Satoshi dünyayı değiştiriyor. Kronik.
  • Hennessy, B. (2018). Influencer: Sosyal medya çağında marka yaratmak (A. Ergin,Trans). Nova Kitap.
  • Hilton, P. (no date). Retrieved July 23, 2022 from https://twitter.com/ParisHilton/nft.
  • ------------- (2022a). About this collection. Retrieved July 4, 2022 from https://nft.parishilton.com/#/
  • ------------- (2022b). My forever fairytale. Retrieved July 5, 2022 from https://nft.parishilton.com/#/listing/25786
  • ------------- (2022c). Paris Past Lives New Beginnings All Eyes On Me. Retrieved April 21, 2022 from https://nft.coinbase.com/nft/ethereum/0x4548c346fbaa6d7b-12fa0117b14a7fb00b0a63bb/3.
  • ------------- (2022d, February 21). Watch the 1st annual Paris world fashion show in Roblox!. [Video]. Retrieved July 24, 2022 from https://www.youtube.com/watch?v=ODvdRbsi54s.
  • ------------- (2022e, April 24). Paris Hilton hosts neon carnival in the Metaverse for the first time ever in Paris World! [Video]. Retrieved April 24, 2022 from https://www.youtube.com/watch?v=BeEjKkyUYB0.
  • Hoffower, H. (2019, April 19). Inside the Neon Carnival, Coachella’s exclusive, star-studded after-party where money doesn’t score an invite. Insider. Retrieved July 6, 2022 from https://www.businessinsider.com/coachella-neon-carnival-exclusive-after-party-leonardo-dicaprio-2019-4.
  • İçözü, T. (2022, May 13). Kripto kraliçesi Paris Hilton: Kripto, Origin ve Moonpay yatırımları, NFT koleksiyonu, Metaverse oyunu ve daha fazlası. Webrazzi. Retrieved July 18, 2022 from https://webrazzi.com/2022/05/13/bitcoin-yatirimlari-nft-koleksiyonu-ve-metaverse-adimlari-ile-ikonik-kripto-kralicesi-paris-hilton/.
  • Jeff, C. (2022). Metaverse investing: The complete step-by-step guide on how to invest in nft, virtual land, digital assests and metaverse cryptocurrency through the blockchain gaming. Discover the next big thing. Clifford Jeff
  • Keepcoin Corporation. (2021, Novemver 22). Metafluence: Influence to earn: Metafluence Whitepaper, Version 2.0. Retrieved July 10, 2022 from https://metafluence.com/wp-content/uploads/2021/11/Metafluence-Whitepaper-V2.0-1.pdf.
  • Kelly, S. M. (2022, May 22). Paris Hilton wants to be the ‘queen of the Metaverse’. CNN Business. Retrieved July 18, 2022 from https://edition.cnn.com/2022/05/27/tech/paris-hilton-metaverse/index.html.
  • Kerner, S. M. (2022, 13 February). Web 2.0 vs. Web 3.0: What’s the difference? Retrieved April 22, 2022 from https://www.techtarget.com/whatis/feature/Web-20-vs-Web-30-Whats-the-difference.
  • Lee, L. H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., Kumar, A., Barmejo, C., & Hui, P. (2021). All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. arXiv preprint arXiv:2110.05352.
  • Levi’s. (n.d). Hakkımızda. Retrieved July 12, 2022 from https://www.levis.com.tr/online/hakkimizda-r.
  • Li, R. (2018). The secret of internet celebrities: A qualitative study of online opinion leaders on Weibo. Proceedings of the 51st Hawaii International Conference on System Sciences.
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
  • McKinsey (2022, August 17), What is the metaverse? Retrieved August 30, 2022 from https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-the-metaverse?stcr=2442059EAF68499E914899E0CA2B7AA2&cid=other-eml-alt-mip-mck&hlkid=e503a7d2d4bc4e32aa5dfd841b454aea&hctky=13667058&hdpid=fda4bba5-f5e9-4aec-b655-e1f29f652100.
  • Metafluence. (n.d.). Land & Metahut. Retrieved July 23, 2022 from https://metafluence. com/properties/.
  • MTS. (2021, Novemver 29). Meet Metafluence, An influencer-centric ecosystem in the Metaverse. Retrieved July 23, 2022 from https://martechseries.com/technology/meet-metafluence-an-influencer-centric-ecosystem-in-the-metaverse/.
  • Mybff. (n.d.). Learning crypto, together. Retrieved May 23, 2022 from https://www.mybff.com/.
  • Nicolle. (2022, February 17). Paris Hilton collaborates with Superplastic to launch her “Paris: Past Lives, New Beginnings” NFT line. Nftnews. Retrieved April 22, 2022 from https://nftnewspro.com/paris-hilton-collaborates-with-superplastic-to-launch-her-paris-past-lives-new-beginnings-nft-line/
  • Origin Protocol [@OriginProtocol]. (2022, February 8). Truth ıs freedom, the 1 of 1 NFT auction in @ParisHilton’s Past Lives, New Beginnings collection is now live at http://nft.parishilton.com. This collaboration with @therealdayzee from @ superplastic is in high demand. Don’t miss your chance to own this iconic piece.✨💫 [Tweet]. Twitter. Retrieved April 24, 2022 from https://twitter.com/Origin-Protocol/status/1491128428992638987.
  • Ping,O. L. (2022, Februrary 22). Boohoo struts into the metaverse by advertising on Paris Hilton’s Roblox island. Marketing-interactive. Retrieved June 21, 2022 from https://www.marketinginteractive.com/boohoo-paris-hilton-metaverse-2
  • Rasmussen, M. (2022, February 25). Superplastic’s Guggimon and Dayzee form NFT partnerships with Paris Hilton and Gucci. VirtualHumans. Retrieved June 06, 2022 from https://www.virtualhumans.org/article/superplastics-guggimon-and-dayzee-form-nft-partnerships-with-paris-hilton-and-gucci.
  • Raz-Fridman, Y. (2022). External expert view: Yonatan Raz-Fridman on the Metaverse and the consumer. Citi GPS: Global Perspectives & Solutions.
  • Rorholm, A. M. (2018). Power and influence of the modern internet opinion leader. Open Journal of Human Resource Management, 1(1).
  • Simonetti, I. (2022, January 29). Paris Hilton on the age of the influencer, predicting the future & the genius of Jason Derulo. Observer. Retrieved June 06, 2022 from https://observer.com/2022/01/paris-hilton-on-the-age-of-the-influencerpredicting-the-future-the-genius-of-jason-derulo/.
  • Superplastic [@SUPERPLASTIC]. (2022, February 7). Paris: Past Lives, New Beginnings ✨ A collaboration with @parishilton and our crypto queen @therealdayzee - TODAY 2/7 AT 11:11 AM PT / 2:11 PM ET @OriginProtocol - Link in bio.[Tweet]. Twitter. Retrieved April 21, 2022 from https://mobile.twitter.com/superplastic/status/1490720810155270148.
  • Superplastic.( n.d.) About. Retrieved June 14, 2022 from https://superplastic.co/pages/about.
  • Taylor, N. (2022, February 18). Boohoo makes first trip into the metaverse in Paris Hilton link. Retrieved May 28, 2022 from https://us.fashionnetwork.com/news/Boohoo-makes-first-trip-into-the-metaverse-in-paris-hilton-link,1379726.html.
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  • Yıldırım, A., & Hasan, Ş. (1999). Sosyal bilimlerde nitel araştırma yöntemleri (11 baskı). Seçkin Yayıncılık

Influencer Pazarlama Ortamı Olarak Metaverse: Paris Hilton’un ‘Superplastic’, ‘Bohoo’ ve ‘Levi’s’ ile Influencer-Marka İş Birlikleri

Year 2023, Issue: 11, 176 - 199, 21.04.2023
https://doi.org/10.32739/etkilesim.2023.6.11.194

Abstract

Metaverse’ün sunduğu olanaklar dahilinde markalar sınırları genişleyen ve daha interaktif bir pazar alanında faaliyet göstermektedir. Bu pazarda influencer ve takipçi etkileşimi yeni bir iş modeli çerçevesinde gerçekleşmektedir. Bu çalışmada, Metaverse’teki influencer pazarlama faaliyetlerini değerlendirmek amacıyla Paris Hilton’un Superplastic, Boohoo ve Levi’s ile marka ve influencer iş birliği durum çalışması, Roland Barthes’ın göstergebilimsel çözümleme yöntemiyle incelenmiştir. Elde edilen bulgular sonucunda, Influencer pazarlamada Metaverse’te farklı platformlardaki sanal dünyaların ve avatar kullanımının sunduğu imkanlar doğrultusunda daha yaratıcı, esnek, yüksek etkileşimin gündeme geldiği görülmektedir. Kullanıcı bağlamında, takipçilere çevrimiçi sanal ortamlarda gerçek zamanlı etkileşim fırsatı sağlandığı, oyunlaştırılmayla deneyimlenen içerik formları oluşturulduğu, influencer avatarı ile kullanıcı avatarına yakın etkileşim olanağı tanındığı ve dijital değer satın alma ve ödül kazanma gibi fırsatlar yaratıldığı gözlemlenmiştir. Metaverse’te markalar açısından ise fiziksel dünya ve sanal dünya arasında paralel pazarlama stratejileri geliştirildiği, sanal dünyanın yaratıcı potansiyeli ile etkili reklam kampanyaları hazırlandığı, influencer pazarlamada karşılaşılan ödeme sorunları ve sahtecilik gibi zorluklara Web 3.0 teknolojik alt yapısı ile blokzincincir teknolojisiyle çözüm sağlandığı, dijital ürün, NFT satışı gibi imkanların sunulduğu sonucuna ulaşılmıştır.

References

  • Arsenyan, J., & Mirowska, A. (2021). Almost human? A comparative case study on the social media presence of virtual influencers. International Journal of Human-Computer Studies, 155(102694). https://doi.org/10.1016/j.ijhcs.2021.102694.
  • Art Girls Jungle. (2021). NFT happy hour: Paris Hilton drops super dreamy NFTs.Retrieved July 11, 2022 from https://theartgorgeous.com/nft-happy-hour-parishilton-drops-super-dreamy-nfts/.
  • Astill, R. (2022, February 21). Boohoo and Paris Hilton are taking on Roblox’s Metaverse with a virtual fashion marketing campaign. Retrieved May 27, 2022 from https://www.birminghammail.co.uk/whats-on/arts-culture-news/boohoo-paris-hilton- taking-robloxs-23166793.
  • Balis, J. (2022, January 3). How brands can enter the metaverse. Retrieved July 17, 2022 from https://hbr.org/2022/01/how-brands-can-enter-the-metaverse.
  • Ball, M. (2020, January 13). The Metaverse: What it is, where to find it, and who will build it. Retrieved April 14, 2022 from https://www.matthewball.vc/all/themetaverse.
  • Berners-Lee, T. (1998, May 7). The World Wide Web: A very short personal history. Retrieved March 24, 2022 from http://www.w3.org/People/Berners-Lee/ShortHistory. html.
  • Bhatia, S. (2021, Novemver 16). The Metaverse: Framework, Building Blocks and Market Map. Level Up Coding. Retrieved July 4, 2022 from https://levelup.gitconnected.com/the-metaverse-framework-building-blocks-and-market-map-3bb2ccf0241c.
  • Biography. (2021, December 1). Paris Hilton: Hotel heiress and socialite Paris Hilton rose to fame via the reality TV series ‘The Simple Life,’ and continues to court media attention through her books, businesses, music and screen appearances. Retrieved August 8, 2022 from https://www.biography.com/personality/paris-hilton.
  • Butler, S. (2022, March 26). 10 web 3.0 examples: Is it the future of the Internet? Retrieved July 12, 2021 from https://www.online-tech-tips.com/computertips/10-Web-3-0-examples-is-it-the-future-of-the-internet/.
  • Colon, A. (2018, June 20). Paris Hilton designed a very Paris Hilton collection for Boohoo. Glamour. Retrieved July 12, 2022 from https://www.glamour.com/gallery/paris-hilton-collection-for-boohoo.
  • Creatorden. (2018, March 19). Milyonları peşinden sürükleyen bu influencer’lar da kim yahu?. Retrieved April 4, 2022 from https://creatorden.com/tr/milyonlari-pesinden-surukleyen-bu-influencerlar-da-kim-yahu/.
  • Dalyalı, F. Ü. (2021). Dijital iletişim çağında iletişimin gerçekliği: Influencer, yapay zeka ve kanaat önderliği (Unpublished PhD Thesis). Marmara Unıversity Instute of Social Sciences.
  • Dictionary. (no date). Coachella. In Dictionary. Retrieved June 22, 2022 from https://www.dictionary.com/e/historical-current-events/coachella/.
  • Felbin, S., & Talbert, S. (2022, September 20). What is Paris Hilton’s net worth? How the hotel heiress and ‘Cooking With Paris’ star makes money. Retrieved September 28, 2022 from https://www.womenshealthmag.com/life/a37234109/parishilton-net-worth/.
  • Freccero, M. (2022, April 19). Neon Carnival | Coachella Parties. [Video]. Retrieved 26 July 2022 https://www.youtube.com/watch?v=OIXjK_OfSKk.
  • Grayscale Research. (2021, November). The Metaverse: Web 3.0 virtual cloud economies. Grayscale Research. Retrieved May 23, 2022 from https://grayscale.com/wpcontent/uploads/2021/11/Grayscale_Metaverse_Report_Nov 2021.pdf.
  • Grider, D. (2021). The Metaverse: Web 3.0 virtual cloud economics. Grayscale Research. Retrieved April 11, 2022 from https://grayscale.com/wp-content/uploads/2021/11/Grayscale_Metaverse_Report_Nov2021.pdf.
  • Güven, V., & Şahinöz, E. (2022). Blokzincir kripto paralar bitcoin: Satoshi dünyayı değiştiriyor. Kronik.
  • Hennessy, B. (2018). Influencer: Sosyal medya çağında marka yaratmak (A. Ergin,Trans). Nova Kitap.
  • Hilton, P. (no date). Retrieved July 23, 2022 from https://twitter.com/ParisHilton/nft.
  • ------------- (2022a). About this collection. Retrieved July 4, 2022 from https://nft.parishilton.com/#/
  • ------------- (2022b). My forever fairytale. Retrieved July 5, 2022 from https://nft.parishilton.com/#/listing/25786
  • ------------- (2022c). Paris Past Lives New Beginnings All Eyes On Me. Retrieved April 21, 2022 from https://nft.coinbase.com/nft/ethereum/0x4548c346fbaa6d7b-12fa0117b14a7fb00b0a63bb/3.
  • ------------- (2022d, February 21). Watch the 1st annual Paris world fashion show in Roblox!. [Video]. Retrieved July 24, 2022 from https://www.youtube.com/watch?v=ODvdRbsi54s.
  • ------------- (2022e, April 24). Paris Hilton hosts neon carnival in the Metaverse for the first time ever in Paris World! [Video]. Retrieved April 24, 2022 from https://www.youtube.com/watch?v=BeEjKkyUYB0.
  • Hoffower, H. (2019, April 19). Inside the Neon Carnival, Coachella’s exclusive, star-studded after-party where money doesn’t score an invite. Insider. Retrieved July 6, 2022 from https://www.businessinsider.com/coachella-neon-carnival-exclusive-after-party-leonardo-dicaprio-2019-4.
  • İçözü, T. (2022, May 13). Kripto kraliçesi Paris Hilton: Kripto, Origin ve Moonpay yatırımları, NFT koleksiyonu, Metaverse oyunu ve daha fazlası. Webrazzi. Retrieved July 18, 2022 from https://webrazzi.com/2022/05/13/bitcoin-yatirimlari-nft-koleksiyonu-ve-metaverse-adimlari-ile-ikonik-kripto-kralicesi-paris-hilton/.
  • Jeff, C. (2022). Metaverse investing: The complete step-by-step guide on how to invest in nft, virtual land, digital assests and metaverse cryptocurrency through the blockchain gaming. Discover the next big thing. Clifford Jeff
  • Keepcoin Corporation. (2021, Novemver 22). Metafluence: Influence to earn: Metafluence Whitepaper, Version 2.0. Retrieved July 10, 2022 from https://metafluence.com/wp-content/uploads/2021/11/Metafluence-Whitepaper-V2.0-1.pdf.
  • Kelly, S. M. (2022, May 22). Paris Hilton wants to be the ‘queen of the Metaverse’. CNN Business. Retrieved July 18, 2022 from https://edition.cnn.com/2022/05/27/tech/paris-hilton-metaverse/index.html.
  • Kerner, S. M. (2022, 13 February). Web 2.0 vs. Web 3.0: What’s the difference? Retrieved April 22, 2022 from https://www.techtarget.com/whatis/feature/Web-20-vs-Web-30-Whats-the-difference.
  • Lee, L. H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., Kumar, A., Barmejo, C., & Hui, P. (2021). All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. arXiv preprint arXiv:2110.05352.
  • Levi’s. (n.d). Hakkımızda. Retrieved July 12, 2022 from https://www.levis.com.tr/online/hakkimizda-r.
  • Li, R. (2018). The secret of internet celebrities: A qualitative study of online opinion leaders on Weibo. Proceedings of the 51st Hawaii International Conference on System Sciences.
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
  • McKinsey (2022, August 17), What is the metaverse? Retrieved August 30, 2022 from https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-the-metaverse?stcr=2442059EAF68499E914899E0CA2B7AA2&cid=other-eml-alt-mip-mck&hlkid=e503a7d2d4bc4e32aa5dfd841b454aea&hctky=13667058&hdpid=fda4bba5-f5e9-4aec-b655-e1f29f652100.
  • Metafluence. (n.d.). Land & Metahut. Retrieved July 23, 2022 from https://metafluence. com/properties/.
  • MTS. (2021, Novemver 29). Meet Metafluence, An influencer-centric ecosystem in the Metaverse. Retrieved July 23, 2022 from https://martechseries.com/technology/meet-metafluence-an-influencer-centric-ecosystem-in-the-metaverse/.
  • Mybff. (n.d.). Learning crypto, together. Retrieved May 23, 2022 from https://www.mybff.com/.
  • Nicolle. (2022, February 17). Paris Hilton collaborates with Superplastic to launch her “Paris: Past Lives, New Beginnings” NFT line. Nftnews. Retrieved April 22, 2022 from https://nftnewspro.com/paris-hilton-collaborates-with-superplastic-to-launch-her-paris-past-lives-new-beginnings-nft-line/
  • Origin Protocol [@OriginProtocol]. (2022, February 8). Truth ıs freedom, the 1 of 1 NFT auction in @ParisHilton’s Past Lives, New Beginnings collection is now live at http://nft.parishilton.com. This collaboration with @therealdayzee from @ superplastic is in high demand. Don’t miss your chance to own this iconic piece.✨💫 [Tweet]. Twitter. Retrieved April 24, 2022 from https://twitter.com/Origin-Protocol/status/1491128428992638987.
  • Ping,O. L. (2022, Februrary 22). Boohoo struts into the metaverse by advertising on Paris Hilton’s Roblox island. Marketing-interactive. Retrieved June 21, 2022 from https://www.marketinginteractive.com/boohoo-paris-hilton-metaverse-2
  • Rasmussen, M. (2022, February 25). Superplastic’s Guggimon and Dayzee form NFT partnerships with Paris Hilton and Gucci. VirtualHumans. Retrieved June 06, 2022 from https://www.virtualhumans.org/article/superplastics-guggimon-and-dayzee-form-nft-partnerships-with-paris-hilton-and-gucci.
  • Raz-Fridman, Y. (2022). External expert view: Yonatan Raz-Fridman on the Metaverse and the consumer. Citi GPS: Global Perspectives & Solutions.
  • Rorholm, A. M. (2018). Power and influence of the modern internet opinion leader. Open Journal of Human Resource Management, 1(1).
  • Simonetti, I. (2022, January 29). Paris Hilton on the age of the influencer, predicting the future & the genius of Jason Derulo. Observer. Retrieved June 06, 2022 from https://observer.com/2022/01/paris-hilton-on-the-age-of-the-influencerpredicting-the-future-the-genius-of-jason-derulo/.
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There are 53 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Zaliha İnci Karabacak 0000-0002-4931-556X

İrem Güngör This is me 0000-0002-0168-2731

Publication Date April 21, 2023
Published in Issue Year 2023 Issue: 11

Cite

APA Karabacak, Z. İ., & Güngör, İ. (2023). The Metaverse as Influencer Marketing Platform: Influencer-Brand Collaborations of Parıs Hilton with ‘Superplastic’, ‘Bohoo’, and ‘Levi’s’. Etkileşim(11), 176-199. https://doi.org/10.32739/etkilesim.2023.6.11.194
AMA Karabacak Zİ, Güngör İ. The Metaverse as Influencer Marketing Platform: Influencer-Brand Collaborations of Parıs Hilton with ‘Superplastic’, ‘Bohoo’, and ‘Levi’s’. Etkileşim. April 2023;(11):176-199. doi:10.32739/etkilesim.2023.6.11.194
Chicago Karabacak, Zaliha İnci, and İrem Güngör. “The Metaverse As Influencer Marketing Platform: Influencer-Brand Collaborations of Parıs Hilton With ‘Superplastic’, ‘Bohoo’, and ‘Levi’s’”. Etkileşim, no. 11 (April 2023): 176-99. https://doi.org/10.32739/etkilesim.2023.6.11.194.
EndNote Karabacak Zİ, Güngör İ (April 1, 2023) The Metaverse as Influencer Marketing Platform: Influencer-Brand Collaborations of Parıs Hilton with ‘Superplastic’, ‘Bohoo’, and ‘Levi’s’. Etkileşim 11 176–199.
IEEE Z. İ. Karabacak and İ. Güngör, “The Metaverse as Influencer Marketing Platform: Influencer-Brand Collaborations of Parıs Hilton with ‘Superplastic’, ‘Bohoo’, and ‘Levi’s’”, Etkileşim, no. 11, pp. 176–199, April 2023, doi: 10.32739/etkilesim.2023.6.11.194.
ISNAD Karabacak, Zaliha İnci - Güngör, İrem. “The Metaverse As Influencer Marketing Platform: Influencer-Brand Collaborations of Parıs Hilton With ‘Superplastic’, ‘Bohoo’, and ‘Levi’s’”. Etkileşim 11 (April 2023), 176-199. https://doi.org/10.32739/etkilesim.2023.6.11.194.
JAMA Karabacak Zİ, Güngör İ. The Metaverse as Influencer Marketing Platform: Influencer-Brand Collaborations of Parıs Hilton with ‘Superplastic’, ‘Bohoo’, and ‘Levi’s’. Etkileşim. 2023;:176–199.
MLA Karabacak, Zaliha İnci and İrem Güngör. “The Metaverse As Influencer Marketing Platform: Influencer-Brand Collaborations of Parıs Hilton With ‘Superplastic’, ‘Bohoo’, and ‘Levi’s’”. Etkileşim, no. 11, 2023, pp. 176-99, doi:10.32739/etkilesim.2023.6.11.194.
Vancouver Karabacak Zİ, Güngör İ. The Metaverse as Influencer Marketing Platform: Influencer-Brand Collaborations of Parıs Hilton with ‘Superplastic’, ‘Bohoo’, and ‘Levi’s’. Etkileşim. 2023(11):176-99.

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