Metaverse Ortamlarında Dijital Adresleme ve İçerik Pazarlaması: Decentraland Örneği

Year 2023, Issue: 14, 56 - 75, 30.06.2023

Mustafa Aydemir

https://doi.org/10.55609/yenimedya.1227461

Cited By: 1

Abstract

Yeni medya sisteminin önemli alanlarından birini temsil eden metaverse üzerinde birbirinden farklı uygulamalar yer almaktadır. Metaverse, sanal bir dünya ile içerik endüstrisinin ortak paydaşı olarak içerik tabanlı pazarlama konusunda yeni yönelimler oluşturmaktadır. Dijital adresleme, sanal ortamlarda kullanıcı hesabı ile pazar kimliğini tanımlayan küresel şirketlerin sanal mağazalarına erişim sağlanmasını ifade etmektedir. Metaverse, e-ticaret uygulamalarının hızlı kullanıcı sayısına ve piyasa ağlarına dönüştüğü yeni satın alma davranışları oluşturmaktadır. Bu sistemde kullanıcılar, gerçek para ve kredi kartı yerine sanal cüzdanları üzerinden alışveriş yapabilme ve etkinliklere katılabilme eylemlerine sahip olabilmektedir. Dijital kullanıcılar, sanal mağaza deneyimlerini birincil bakış açısı ya da üçüncü göz açısıyla gerçekleştirmektedir. Bireylerin sanal mecralarda, talep ettikleri ürünlere erişim sağlamaları konusunda zaman yönetimi ve kullanıcının satın alma davranışları arasında anlamlı bir ilişki bulunmaktadır. Bu çalışma, metaverse ortamlarında uygulama ve içerik konusunda sanal parselleme ile konumlandırılan mağazaların dijital adresleme yapılarını, türsel ve kategorisel sınıflandırma biçimleri üzerinden nasıl şekillendiğini örnek bir metaverse uygulaması üzerinden değerlendirmektedir.

Keywords

Metaverse, Dijital Adresleme, Decentraland, 3B Mağaza, Sanal Cüzdan., Digital Addressing, 3D Store, Virtual Wallet.

Digital Addressing and Content Marketing in Metaverse Environments: The Case of Decentraland

Abstract

There are different applications on the metaverse, which represents one of the important areas of the new media system. Metaverse, as a common stakeholder of the content industry with a virtual world, creates new trends in content-based marketing. Digital addressing refers to providing access to the virtual stores of global companies that define their Sunday identity with a user account in virtual environments. The Metaverse is creating new purchasing behaviors in which e-commerce applications quickly turn into user numbers and market networks. In this system, users can have the ability to make purchases and participate in events through their virtual wallets instead of real money and credit cards. Digital users realize their virtual store experiences from a primary point of view or a third point of view. There is a significant relationship between time management and user's purchasing behavior in terms of providing individuals with access to the products they request in virtual media. This study evaluates the digital addressing structures of stores positioned by virtual parceling in terms of application and content in metaverse environments, how they are shaped through genre and categorical classification formats through a sample metaverse application.

Keywords

Digital Addressing, 3D Store, Virtual Wallet.

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