Metaverse’de Pazarlama, Reklam ve Markalama Alanlarında Yapay Zekanın Önemi

Yıl 2023, Cilt: 8 Sayı: 2, 301 - 316, 30.12.2023

Sevgi Aydın , Kemal Gökhan Nalbant

Öz

Metaverse pazarlama endüstrisi üzerindeki potansiyel etkilerinin çok yönlü olması bekleniyor. Artırılmış gerçeklik teknolojisinin uygulanması, tüketicilerin fiziksel olarak evlerinden çıkmadan ürünlerle etkileşime girmesine olanak tanıyor. Metaverse, mağaza içi deneyimlerin gerçekleştirilmesi için bir fırsat sunar. Ayrıca metaverse markalama seçeneklerinin çeşitliliğinde de artış olması bekleniyor. Sanal reklam panolarının ve müşterilerin sanal giyim tercihlerinin marka bilinirliği üzerindeki etkisini hesaba katmak önemlidir Bu çalışmada, pazarlama alanında yapay zeka ile metaverse arasındaki ilişkileri araştırmayı amaçlanmış olup metaverse alanı içinde yapay zekanın öneminin incelenmesine özel bir vurgu yaparak, metaverse alanında kapsamlı bir SWOT analizi gerçekleştirilmiştir. Ayrıca, Metaverse‘e ilişkin çeşitli teknolojileri ve uygulamaları keşfetmek için önemli miktarda araştırmalar yapılmıştır. Buna ek olarak, mevcut literatürde sınırlı ilgi gören metaverse reklamcılığı ve metaverse pazarlaması gibi spesifik konular kapsamlı bir şekilde incelenmiştir.

Anahtar Kelimeler

Yapay Zeka, Dijital Pazarlama, Metaverse, Metaverse Pazarlama, Swot Analizi

Destekleyen Kurum

Yok

The Significance of Artificial Intelligence in the Realms of Marketing, Advertising, and Branding inside the Metaverse

Öz

The potential effects of the metaverse on the marketing industry are expected to be multifaceted. The application of augmented reality technology allows consumers to interact with products without physically leaving their homes. The metaverse presents an opportunity for the actualization of in-store experiences. Furthermore, it is expected that there will be an increase in the variety of branding options inside the metaverse. It is important to take into account the influence of virtual billboards and customers' virtual clothing choices on brand recognition. In this study, we aimed to investigate the relationships between artificial intelligence (AI) and the metaverse within the domain of marketing and conducted a comprehensive SWOT analysis in the metaverse domain, with a specific emphasis on investigating the significance of AI inside the metaverse realm. Furthermore, a substantial body of research has been undertaken to investigate many technologies and applications pertaining to the metaverse. Besides, the examination of niche subjects such as metaverse advertising and metaverse marketing, which have been somewhat overlooked in existing scholarly works, has been conducted in great depth.

Anahtar Kelimeler

Artificial Intelligence, Digital Marketing, Metaverse, Metaverse Marketing, Swot Analysis

Kaynakça

• Ahn, S. J., Kim, J., & Kim, J. (2023). The future of advertising research in virtual, augmented, and extended realities. International Journal of Advertising, 42(1), 162-170.
• Ali, S. A., & Khan, R. (2023). Metaverse Marketing vs Digital Marketing. International Journal of Innovative Science and Research Technology, 8(1), 385-388.
• Allam, Z., Sharifi, A., Bibri, S. E., Jones, D. S., & Krogstie, J. (2022). The metaverse as a virtual form of smart cities: Opportunities and challenges for environmental, economic, and social sustainability in urban futures. Smart Cities, 5(3), 771-801.
• Arya, V., Sambyal, R., Sharma, A., & Dwivedi, Y. K. (2023). Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world. Journal of Consumer Behaviour.
• Belk, R., Humayun, M., & Brouard, M. (2022). Money, possessions, and ownership in the Metaverse: NFTs, cryptocurrencies, Web3 and Wild Markets. Journal of Business Research, 153, 198-205.
• Bhugaonkar, K., Bhugaonkar, R., & Masne, N. (2022). The trend of metaverse and augmented & virtual reality extending to the healthcare system. Cureus, 14(9).
• Bordegoni, M., & Ferrise, F. (2023). Exploring the Intersection of Metaverse, Digital Twins, and Artificial Intelligence in Training and Maintenance. Journal of Computing and Information Science in Engineering, 23(6).
• Buhalis, D., Leung, D., & Lin, M. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management, 97, 104724.
• Bushell, C. (2022). The Impact of Metaverse on Branding and Marketing. Available at SSRN 4144628.
• Caner, S., & Bhatti, F. (2020). A conceptual framework on defining businesses strategy for artificial intelligence. Contemporary Management Research, 16(3), 175-206.
• Chandiwala, M., Patel, P., & Mehta, A. (2023). Advertising and branding with metaverse. Dogo Rangsang Research Journal, 13(6), 95-99.
• Cheah, I., & Shimul, A. S. (2023). Marketing in the metaverse: Moving forward–What’s next?. Journal of Global Scholars of Marketing Science, 33(1), 1-10.
• Cho, K. H., Park, J. B., & Kang, A. (2023). Metaverse for Exercise Rehabilitation: Possibilities and Limitations. International Journal of Environmental Research and Public Health, 20(8), 5483.
• Chrimes, C., & Boardman, R. (2023). The Opportunities & Challenges of the Metaverse for Fashion Brands. The Garment Economy: Understanding History, Developing Business Models, and Leveraging Digital Technologies, 389-410.
• Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., ... & Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776.
• Efendioglu, I. H. (2023). Metaverse Concepts and Marketing. Handbook of Research on Consumer Behavioral Analytics in Metaverse and the Adoption of a Virtual World, 224-252.
• Far, S. B., & Rad, A. I. (2022). Applying Digital Twins in Metaverse: User Interface, Security and Privacy Challenges. Journal of Metaverse, 2(1), 8-16.
• Gauttier, S., Simouri, W., & Milliat, A. (2022). When to enter the metaverse: business leaders offer perspectives. Journal of Business Strategy.
• Guo, Y., Yu, T., Wu, J., Wang, Y., Wan, S., Zheng, J., ... & Dai, Q. (2022). Artificial intelligence for metaverse: a framework. CAAI Artificial Intelligence Research, 1(1), 54-67.
• 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, 31(5), 527-534.
• Hadi, R., Melumad, S., & Park, E. S. (2023). The Metaverse: A new digital frontier for consumer behavior. Journal of Consumer Psychology.
• Hwang, G. J., & Chien, S. Y. (2022). Definition, roles, and potential research issues of the metaverse in education: An artificial intelligence perspective. Computers and Education: Artificial Intelligence, 3, 100082.
• 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.
• Hwang, S., & Koo, G. (2023). Art marketing in the metaverse world: Evidence from south korea. Cogent Social Sciences, 9(1), 2175429.
• Huynh-The, T., Pham, Q. V., Pham, X. Q., Nguyen, T. T., Han, Z., & Kim, D. S. (2023). Artificial intelligence for the metaverse: A survey. Engineering Applications of Artificial Intelligence, 117, 105581.
• Israfilzade, K. (2022). Marketing in the metaverse: A sceptical viewpoint of opportunities and future research directions. The Eurasia Proceedings of Educational and Social Sciences, 24, 53-60.
• 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.
• Kadry, A. (2022). The metaverse revolution and its impact on the future of advertising industry. Journal of Design Sciences and Applied Arts, 3(2), 131-139.
• Khatri, M. (2022). Revamping the marketing world with metaverse–The future of marketing. International Journal of Computer Applications, 975(29), 8887.
• Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141-144.
• Lee, J., & Kwon, K. H. (2022). Novel pathway regarding good cosmetics brands by NFT in the metaverse world. Journal of Cosmetic Dermatology, 21(12), 6584-6593.
• Lu, S., & Mintz, O. (2023). Marketing on the metaverse: Research opportunities and challenges. AMS Review, 1-16.
• Ludlow, P., & Wallace, M. (2007). The Second Life Herald: The virtual tabloid that witnessed the dawn of the metaverse. MIT press.
• Lv, Z. (2023). Generative Artificial Intelligence in the Metaverse Era. Cognitive Robotics.
• Mishra, A., & Awasthi, S. (2022). Metaverse: Opportunities and challenges for marketers. Management Dynamics, 22(1), 10.
• Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486-497.
• Nalbant, K. G., & Aydin, S. (2023). Development and transformation in digital marketing and branding with artificial intelligence and digital technologies dynamics in the Metaverse universe. Journal of Metaverse, 3(1), 9-18.
• 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.
• Ozkaynar, K. (2022). Marketing strategies of banks in the period of Metaverse, Block-chain, and Cryptocurrency in the context of consumer behavior theories. International Journal of Insurance and Finance, 2(1), 1-12.
• Park, S. M., & Kim, Y. G. (2022). A metaverse: Taxonomy, components, applications, and open challenges. IEEE access, 10, 4209-4251.
• Ramadan, Z. (2023). Marketing in the metaverse era: toward an integrative channel approach. Virtual Reality, 1-14.
• Rathore, B. (2017). Exploring the Intersection of Fashion Marketing in the Metaverse: Leveraging Artificial Intelligence for Consumer Engagement and Brand Innovation. International Journal of New Media Studies: International Peer Reviewed Scholarly Indexed Journal, 4(2), 51-60.
• Rathore, B. (2018). Metaverse Marketing: Novel Challenges, Opportunities, and Strategic Approaches. Eduzone: International Peer Reviewed/Refereed Multidisciplinary Journal, 7(2), 72-82.
• Rathore, B. (2023). Digital Transformation 4.0: Integration of Artificial Intelligence & Metaverse in Marketing. Eduzone: International Peer Reviewed/Refereed Multidisciplinary Journal, 12(1), 42-48.
• Rosnberg, L. (2022, October). Marketing in the Metaverse and the Need for Consumer Protections. In 2022 IEEE 13th Annual Ubiquitous Computing, Electronics & Mobile Communication Conference (UEMCON) (pp. 0035-0039). IEEE.
• Samad, A., Izani, M., Razak, A., & Mustaffa, F. (2023). Understanding Advertising in Virtual Worlds and Best Practices for Metaverse Advertising. In 2023 Zooming Innovation in Consumer Technologies Conference (ZINC) (pp. 45-50). IEEE.
• Sung, E., Kwon, O., & Sohn, K. (2023). NFT luxury brand marketing in the metaverse: Leveraging blockchain‐certified NFTs to drive consumer behavior. Psychology & Marketing.
• Tayal, S., & Rajagopal, K. (2023). Marketing Gamification in Metaverse Web 3.0 with Artificial Intelligence (AI). In 2023 7th International Conference on Intelligent Computing and Control Systems (ICICCS) (pp. 646-652). IEEE.
• Taylor, C. R. (2022). Research on advertising in the metaverse: a call to action. International Journal of Advertising, 41(3), 383-384.
• Thakur, S. S., Bandyopadhyay, S., & Datta, D. (2023). Artificial Intelligence and the Metaverse: Present and Future Aspects. In The Future of Metaverse in the Virtual Era and Physical World (pp. 169-184). Cham: Springer International Publishing.
• Wongkitrungrueng, A., & Suprawan, L. (2023). Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences. International Journal of Human–Computer Interaction, 1-20.
• Yang, Y., Siau, K., Xie, W., & Sun, Y. (2022). Smart health: Intelligent healthcare systems in the metaverse, artificial intelligence, and data science era. Journal of Organizational and End User Computing (JOEUC), 34(1), 1-14.