Investigation of "Metaverse" Platforms in the Context of Marketing Mix Decision Making Using Multi-Criteria Decision Making Methods

Öz

Digital marketing activities, which stand out among the current century's trends, boost the competitiveness of companies. Parallel to technological advancements, the level of participation of businesses in digital marketing activities is regarded as critical in terms of providing advantages over competitors and having high return rates. The purpose of this study is to look into the digital marketing capabilities of selected Metaverse platforms using criteria based on marketing mix components (product, price, location and promotion). The analyses were performed using Entropy and CoCoSo methods. The Entropy method was used to weight Metaverse criteria (total supply, social media, unit price, market value, average number of transactions, average number of addresses, average ownership period, percentage of small investors) on the "Binance" and "Intotheblock" platforms. According to the CoCoSo method results, the Metaverse platforms' success rankings are "MANA, SAND, AXS, GHST, ALICE, SLP, and ILV." Furthermore, it has been concluded that multi-criteria decision-making methods in the context of marketing mix can be used to evaluate Metaverse platform digital marketing performance. In addition to these, the study revealed that successful results can be obtained with multi-criteria decision-making methods in addition to the questionnaires used extensively in literature in measuring marketing success.

Anahtar Kelimeler

• Metaverse
• Digital marketing
• Marketing mix
• Entropi
• CoCoSo

“Metaverse” Platformlarının Pazarlama Karması Bağlamında Çok Kriterli Karar Verme Yöntemleriyle İncelenmesi

Öz

İçinde bulunduğumuz yüzyılın trendleri arasında ön plana çıkan dijital pazarlama faaliyetleri, firmaların rekabet düzeyini artırmaktadır. Yaşanan teknolojik gelişmelere paralel olarak firmaların dijital pazarlama faaliyetlerine katılım düzeyleri ise, rakiplerine göre avantaj sağlamaları ve yüksek getiri oranlarına sahip olmaları açısından oldukça önemli görülmektedir. Bu çalışmanın amacı; seçilen Metaverse platformlarının, pazarlama karması bileşenlerine (ürün, fiyat, yer ve tutundurma) uygun olarak belirlenen kriterler aracılığıyla dijital pazarlama yeteneklerinin incelenmesidir. Analizler, Entropi ve CoCoSo yöntemleri kullanılarak yapılmıştır. Çalışmada, “Binance” ve “Intotheblock” platformlarındaki Metaverse’lere ait kriterler (toplam arz, sosyal medya, birim fiyat, piyasa değeri, ortalama işlem adedi, ortama adres sayısı, ortalama sahiplik süresi, küçük yatırımcı yüzdesi) Entropi yöntemiyle ağırlıklandırılmıştır. CoCoSo yöntemiyle elde edilen sonuçlara göre, Metaverse platformlarının başarı sıralaması “MANA, SAND, AXS, GHST, ALICE, SLP ve ILV” şeklinde gerçekleşmiştir. Ayrıca, pazarlama karması bağlamında çok kriterli karar verme yöntemlerinin, Metaverse platformlarına ait dijital pazarlama performans değerlendirilmesinde kullanılabileceği sonucuna ulaşılmıştır. Bunların yanı sıra çalışmada, pazarlama başarısının ölçülmesinde literatürde yoğun olarak kullanılan anketlere ek olarak çok kriterli karar verme yöntemleriyle de başarılı sonuçlar elde edilebileceği ortaya konulmuştur.

Anahtar Kelimeler

• Metaverse
• Dijital pazarlama
• Pazarlama karması
• Entropi
• CoCoSo

Kaynakça

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