METAVERSE: BIBLIOMETRIC ANALYSIS, A CONCEPTUAL MODEL PROPOSAL, AND A MARKETING-ORIENTED APPROACH

Öz

Revolutionary technological developments such as television, internet, and social media etc., in which have affected all areas of life, have also prominently affected marketing activities as well. It is expected that the Metaverse, one of today's newest technological developments, will also be revolutionary. The main purpose of this study is to visually present the bibliometric analyzes of empirical studies on the Metaverse between 2021-2022 and to propose a theoretical model based on effects of the variables in the studies. For this purpose, a bibliometric analysis for 11 studies was performed using VOSviewer. According to the results obtained from the study, most studies related to the Metaverse were made in South Korea. Looking at the theoretical infrastructure of the studies, the studies were mostly based on the expanded technology acceptance model. In the studies, the most used variable was “intention”. In most of the studies, the effect of other variables on intention was investigated. Another aim of the study is to present predictions in terms of marketing. Based on the prediction that the Metaverse will be used more widely and more functionally in the future due to its unique properties, marketing foresight have been put forward in the conclusion and recommendations section of the study.

Anahtar Kelimeler

• Metaverse
• Marketing
• Bibliometric Analysis

METAVERSE: BİBLİYOMETRİK ANALİZ, KAVRAMSAL BİR MODEL ÖNERİSİ VE PAZARLAMA YÖNLÜ BİR YAKLAŞIM

Öz

Televizyon, internet, sosyal medya gibi devrim niteliğindeki teknolojik gelişmeler hayatın her alanını etkilediği gibi pazarlama faaliyetlerini de önemli ölçüde etkilemiştir. Günümüzün en yeni teknolojik gelişmelerinden biri olan Metaverse’ün de devrim niteliğinde olacağı beklenmektedir. Bu çalışmanın başlıca amacı 2021-2022 yılları arasında Metaverse ile ilgili yapılan ampirik çalışmalara yönelik bibliyometrik analizleri görsel olarak sunmak ve çalışmalardaki değişkenlerin birbirleri üzerindeki etkilerine bağlı olarak teorik bir model önermektir. Bu amaç için ulaşılan 11 çalışmanın VOSviewer yazılımı kullanılarak bibliyometrik analiz gerçekleştirilmiştir. Çalışmadan elde edilen sonuçlara göre Metaverse ile ilgili en fazla çalışma Güney Kore’de yapılmıştır. Çalışmaların teorik alt yapılarna bakıldığında ise çalışmalar en çok genişletilmiş teknoloji kabul modeline dayandırılmıştır. Çalışmalarda en fazla niyet değişkeni kullanılmıştır. Çalışmaların çoğunluğunda diğer değişkenlerin niyet üzerinde etkisi araştırılmıştır. Çalışmanın bir diğer amacı da pazarlama açısından ön görüler sunmaktır. Metaverse’ün kendine has özelliklerine bağlı olarak ileride daha yaygın ve daha fonksiyonel olarak kullanılacağı tahminine bağlı olarak, çalışmanın sonuç ve tavsiyeler kısmında pazarlama ön görüleri ileri sürülmüştür.

Anahtar Kelimeler

• Metaverse
• Pazarlama
• Bibliyometrik Analiz

Kaynakça

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