Metaverse ve Pazarlamaya Etkileri

Year 2022, Volume: 11 Issue: 3, 1890 - 1909, 30.09.2022

Esma Durukal Ece Armağan

https://doi.org/10.15869/itobiad.1103557

Cited By: 2

Abstract

Dijital teknolojiler; iş modellerini, iş ortamlarını, pazarları ve pazarlama iletişimi paradigmasını değiştirmektedir. Özellikle koronavirüs pandemisi ile birlikte dünya kültürü yüz yüze olmaktan çıkmış, dijital teknolojileri kullanan çevrimiçi kültürlerin çoğalmasına yol açmıştır. Bu eğilim ile birlikte sanal gerçeklik ve artırılmış gerçeklik gibi teknolojik gelişmelerin yanı sıra 3D sanal dünya olarak ifade edilen Metaverse kavramı 2021 yılı itibariyle kültür, sanat, eğitim, turizm gibi pek çok alanda dikkat çekmektedir. Metaverse, 3D interaktif dijital alanda her türlü markayı sunma konusundaki potansiyeli ile geleceğin yeni pazarlama platformu olması beklenmektedir. Metaverse, ürün ve hizmetlerin işlevselliğini artırarak müşteri deneyimi yaratmak amacı güden markalar için akıllıca bir yol olabilir. Bu çalışmanın amacı; hemen hemen her sektörde devrim yaratacak olan ve internetin 3 boyutlu versiyonu olarak kabul edilebilecek Metaverse kavramını ortaya koymayı ve pazarlamaya etkisinin kavramsal düzeyde açıklamayı amaçlamaktadır. Literatürde henüz sınırlı sayıda çalışma mevcut olduğu için bu çalışma da literatüre dayalı keşifsel araştırma yapılmıştır. Literatürde metaverse pazarlaması ile ilgili çalışmalar incelenmiştir. Sonuç olarak; işletmelerin metaverse ile ilgili henüz emekleme evresinde olduğu, işletmelerin metaverse uygulamalarında başarıya ulaşmaları için en önemli etkenin ultra hızlı internetin olması gerektiği, işletmelerin hizmet tedarik ekosistemlerini destekleyebileceği ve markaların henüz başlangıç düzeyindeki metaverse uygulamaları ile hayal ile sınırlı hedonik ve faydacı müşteri deneyimi yaşatabilecekleri söylenebilir. Ayrıca metaverse ortamında işletmelerin fiziksel ve dijital ürün ve hizmetleri pazarlayabilecekleri, işletmelerin yaratıcı faaliyetlerde üretim maliyetlerini düşürebildiği, NFT’ler aracılığıyla gelir elde edebileceği, markaların yaratıcılıklarını en üst düzeye çıkarabileceği, marka bilinirliklerini artırabileceği, yeni ürün tasarım fikirlerini test edebilecekleri, müşterilerin sanal mağazadaki tüm alışveriş deneyimlerini görebileceği, müşteri hakkında veri toplayabilecekleri ve bu verilerle fiziksel mağazalarını geliştirebilecekleri sonucuna ulaşılmıştır.

Keywords

Metaverse, Pazarlamanın Dijitalleşmesi, Metaverse Perakendeciliği, Metaverse Pazarlaması, Müşteri Deneyimi

Metaverse and Effect of Marketing

Abstract

Digital technologies; It is changing business models, business environments, markets and the marketing communications paradigm. Especially with the coronavirus pandemic, world culture has ceased to be face-to-face and has led to the proliferation of online cultures using digital technologies. Along with this trend, besides technological developments such as virtual reality and augmented reality, the concept of Metaverse, which is expressed as a 3D virtual world, draws attention in many areas such as culture, art, education and tourism as of 2021. Metaverse is expected to be the new marketing platform of the future to present and bring all kinds of brands to life in the 3D interactive digital space. Metaverse can be a smart way for brands to create a customer experience by enhancing the functionality of their products and services. The aim of this study; It aims to reveal the concept of Metaverse, which will revolutionize almost every sector and can be considered as the 3D version of the internet, and to explain its effect on marketing at a conceptual level. Since there are only a limited number of studies in the literature, exploratory research based on the literature was conducted in this study. Studies on metaverse marketing have been examined in the literature. As a result; It can be said that businesses are still in their infancy regarding metaverse, ultra-fast internet should be the most important factor for businesses to be successful in metaverse applications, businesses can support service supply ecosystems, and brands can provide a hedonic and utilitarian customer experience limited to imagination with metaverse applications at the beginning level. Also, in the metaverse environment, businesses can market physical and digital products and services, businesses can reduce production costs in creative activities, generate income through NFTs, brands can maximize their creativity, increase brand awareness, test new product design ideas, customers can all shopping in the virtual store. It has been concluded that they can see their experiences, collect data about the customer and develop their physical stores with this data.

Keywords

Metaverse, Digitalization of Marketing, Metaverse Retailing, Metaverse Marketing, Customer Experience

References

• Bourlakis, M., Papagiannidis, S., & Li, F. (2009). Retail spatial evolution: paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1), 135-148.
• Buhalis, D., & Karatay, N. (2022, January). Mixed reality (MR) for Generation Z in cultural heritage tourism towards metaverse. In ENTER22 e-Tourism Conference (pp. 16-27). Springer, Cham.
• Bushell, C. (2022). The Impact of Metaverse on Branding and Marketing. Available at SSRN 4144628.
• Chen, C., & Yao, M. Z. (2022). Strategic use of immersive media and narrative message in virtual marketing: Understanding the roles of telepresence and transportation. Psychology & Marketing, 39(3), 524-542.
• Damar, M. (2021). Metaverse Shape of Your Life for Future: A bibliometric snapshot. Journal of Metaverse, 1(1), 1-8.
• Dionisio, J. D. N., III, W. G. B., & Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys (CSUR), 45(3), 1-38.
• Duan, H., Li, J., Fan, S., Lin, Z., Wu, X., & Cai, W. (2021, October). Metaverse for social good: A university campus prototype. In Proceedings of the 29th ACM International Conference on Multimedia (pp. 153-161).
• Gadalla, E., Keeling, K., & Abosag, I. (2013). Metaverse-retail service quality: A future framework for retail service quality in the 3D internet. Journal of Marketing Management, 29(13-14), 1493-1517.
• Gadekallu, T. R., Huynh-The, T., Wang, W., Yenduri, G., Ranaweera, P., Pham, Q. V., ... & Liyanage, M. (2022). Blockchain for the Metaverse: A Review. arXiv preprint arXiv:2203.09738.
• Gursoy, D., Malodia, S., & Dhir, A. (2022). The metaverse in the hospitality and tourism industry: An overview of current trends and future research directions. Journal of Hospitality Marketing & Management, 1-8.
• Demir, Ç. (2022). Metaverse Teknolojisinin Otel Sektörünün Geleceğine Etkileri Üzerine Bir İnceleme. Journal of Tourism and Gastronomy Studies, 10(1), 542-555.
• Enache, M. C. (2022). Metaverse Opportunities for Businesses. Annals of the University Dunarea de Jos of Galati: Fascicle: I, Economics & Applied Informatics, 28(1).
• Hazan, E., Kelly, G., Khan, H., Spillecke, D., & Yee, L. (2022). Marketing in the metaverse: An opportunity for innovation and experimentation. The McKinsey Quarterly.
• Han, D. I. D., Bergs, Y., & Moorhouse, N. (2022). Virtual reality consumer experience escapes: preparing for the metaverse. Virtual Reality, 1-16.
• Hollensen, S., Kotler, P., & Opresnik, M. O. (2022). Metaverse–the new marketing universe. Journal of Business Strategy. 1-7.
• 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.
• Inengite, D. (2022). https://www.researchgate.net/publication/358376040_The_Metaverse_and_the_Third_Dimension_of_Commerce_A_Meta-Mathematical_Perspective
• Jeon, J. E. (2021). The Effects of User Experience-Based Design Innovativeness on User-Metaverse Platform Channel Relationships in South Korea. Journal of Distribution Science, 19(11), 81-90.
• 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.
• Kang. H. (2022). A case study of metaverse marketing of a jewelry brand. Digital Convergence Research, 20 (1), 285-291.
• Kaur, M., & Gupta, B. (2021). Metaverse Technology and the Current Market.
• Kaya, B. S. (2022). Metaverse’ün ilk banka şubesi açıldı. https://www.marketingturkiye.com.tr/haberler/metaverse-banka-subesi/
• Kim, J. (2021). Advertising in the Metaverse: Research Agenda. Journal of Interactive Advertising, 21(3), 141-144.
• Kraus, S., Kanbach, D. K., Krysta, P. M., Steinhoff, M. M., & Tomini, N. (2022). Facebook and the creation of the metaverse: Radical business model innovation or incremental transformation?. International Journal of Entrepreneurial Behavior & Research, 28(9), 52-77.
• Kuş, O. (2021). Metaverse: ‘Dijital büyük patlamada’fırsatlar ve endişelere yönelik algılar. Intermedia International E-journal, 8(15), 245-266.
• Lee, L. H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., ... & 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. Journal of Latex Class Files, 14 (8), 1-66.
• Lee, S. G., Trimi, S., Byun, W. K., & Kang, M. (2011). Innovation and imitation effects in Metaverse service adoption. Service Business, 5(2), 155-172.
• Lee, J., & Kwon, K. H. (2022). The Future Value and Direction of Cosmetics in the Era of Metaverse. Journal of Cosmetic Dermatology.
• Lim, W. Y. B., Xiong, Z., Niyato, D., Cao, X., Miao, C., Sun, S., & Yang, Q. (2022). Realizing the metaverse with edge intelligence: A match made in heaven. arXiv preprint arXiv:2201.01634.
• Lombardi, J., & Lombardi, M. (2010). Opening the metaverse. In Online worlds: Convergence of the real and the virtual (pp. 111-122). Springer, London
• Monica, P. D., & Darma, G. S. (2022). Digital Marketing Strategy for Balinese Handicrafts Facing the Metaverse Era. CHANNEL: Jurnal Komunikasi, 10(1), 73-84.
• Ning, H., Wang, H., Lin, Y., Wang, W., Dhelim, S., Farha, F., ... & Daneshmand, M. (2021). A Survey on Metaverse: the State-of-the-art, Technologies, Applications, and Challenges. arXiv preprint arXiv:2111.09673.
• 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.
• 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.
• Park, S. M., & Kim, Y. G. (2022). A Metaverse: taxonomy, components, applications, and open challenges. IEEE Access.10,4209-4251.
• Petrosyan, A. K., & Aristova, M. D. (2022). The Impact of the Introduction of the Metaverse Concept in the Company's Business Model. Российские регионы в фокусе перемен: сборник докладов. Том 1.—Екатеринбург, 2021, 247-252.
• Rehm, S. V., Goel, L., & Crespi, M. (2015). The metaverse as mediator between technology, trends, and the digital transformation of society and business. Journal For Virtual Worlds Research, 8(2).
• 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.
• Sivasankar, G. (2022). Study Of Blockchain Technology, AI and Digital Networking in Metaverse. IRE Journals, 5 (8), 110-115.
• Swilley, E. (2016). Moving Virtual Retail into Reality: Examining Metaverse and Augmented Reality in the Online Shopping Experience. In Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing (pp. 675-677). Springer, Cham.
• Tayal, S., Rajagopal, K., & Mahajan, V. (2022, March). Virtual Reality based Metaverse of Gamification. In 2022 6th International Conference on Computing Methodologies and Communication (ICCMC) (pp. 1597-1604). IEEE.
• Taylor, C. R. (2022). Research on advertising in the metaverse: a call to action. International Journal of Advertising, 41(3), 383-384.
• Yawised, K., Apasrawirote, D., & Boonparn, C. From traditional business shifted towards transformation: The emerging business opportunities and challenges in ‘Metaverse’era. INCBAA, 162-175