TY  - JOUR
T1  - Metaverse Marketing: An Investigation into Its Ability to Drive Consumer Behaviour and Associated Risks
TT  - Metaverse Pazarlama: Tüketici Davranışını ve İlişkili Riskleri Yönlendirme Yeteneğine İlişkin Bir Araştırma
AU  - Yurdabak, Merve Kadriye
AU  - Zafar, Sonia
PY  - 2025
DA  - September
Y2  - 2025
DO  - 10.55830/tje.1604721
JF  - İstanbul Ticaret Üniversitesi Girişimcilik Dergisi
PB  - İstanbul Ticaret Üniversitesi
WT  - DergiPark
SN  - 2536-4456
SP  - 18
EP  - 31
VL  - 8
IS  - 18
LA  - en
AB  - In the current era, several businesses are exploring the potential of the metaverse for marketing purposes. However, the area of consumer behaviour remains underexplored with high concerns about consumer risks. The present study, therefore, uses the theory of planned behaviour (TPB) to identify the factors influencing consumer behaviour in metaverse marketing.  In addition, the impact of metaverse marketing on consumer behaviour and consumer risks of engaging with the metaverse have been explored. Based on the thematic analysis of 23 studies published between 2019-24, this study concludes that consumer behaviour in metaverse marketing can be influenced by the design features of the metaverse, psychological factors of consumers, perceived benefits, and price and availability of the metaverse equipment. In addition, through extant literature, both the positive and negative impacts of metaverse marketing on consumer behaviour have been identified. Finally, this study sheds light on consumer risks across four themes: security and privacy, ethical, physical and psychological, and legal risks.
KW  - Metaverse marketing
KW  - Consumer behaviour
KW  - Consumer risks.
N2  - İçinde bulunduğumuz çağda, birçok işletme pazarlama amacıyla metaverinin potansiyelini araştırıyor. Ancak tüketici davranışı alanı, tüketici riskleriyle ilgili yüksek endişeler nedeniyle yeterince araştırılmamıştır. Bu nedenle bu çalışma, meta veri pazarlamasında tüketici davranışını etkileyen faktörleri tanımlamak için planlı davranış teorisini (TPB) kullanmaktadır.  Ek olarak, meta veri tabanı pazarlamasının tüketici davranışı üzerindeki etkisi ve tüketicilerin meta veri tabanıyla etkileşime girme riskleri de araştırılmıştır. 2019-24 yılları arasında yayınlanan 23 çalışmanın tematik analizine dayanan bu çalışma, meta veri deposu pazarlamasındaki tüketici davranışının, meta veri deposunun tasarım özelliklerinden, tüketicilerin psikolojik faktörlerinden, algılanan faydalardan ve meta veri deposu ekipmanının fiyatı ve kullanılabilirliğinden etkilenebileceği sonucuna varmıştır. . Ayrıca mevcut literatür aracılığıyla meta veri pazarlamasının tüketici davranışları üzerindeki hem olumlu hem de olumsuz etkileri tespit edilmiştir. Son olarak bu çalışma dört temadaki tüketici risklerine ışık tutuyor: güvenlik ve mahremiyet, etik, fiziksel ve psikolojik ve yasal riskler.
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UR  - https://doi.org/10.55830/tje.1604721
L1  - https://dergipark.org.tr/tr/download/article-file/4455336
ER  -