tujomr Turkish Journal of Marketing Research 2822-5139 Beta İlim Derneği Digital Marketing Dijital Pazarlama Opportunities and Challenges in Web 3.0: What Does Decentralized Internet Promise to Businesses? Web 3.0’da Fırsatlar ve Meydan Okuma: Merkeziyetsiz İnternet İşletmelere Neler Vadediyor? https://orcid.org/0000-0003-2149-5359 Yurdabak Merve Kadriye İSTANBUL GALATA ÜNİVERSİTESİ https://orcid.org/0000-0002-4972-6369 Deniz Recep Baki BEYKENT ÜNİVERSİTESİ 12 31 2023 2 2 163 175 11 14 2023 12 22 2023 Copyright © 2022, Turkish Journal of Marketing Research 2022 Turkish Journal of Marketing Research

Along with the latest developments in today's technologies, a new internet evolution known as Web 3.0 has emerged with the newly emerging concepts of blockchain and metaverse. Given its significant potential impact on various industries such as IT, marketing and finance, Web 3.0 is receiving a lot of attention from both academia and industry circles. Since Web 3.0 is a relatively new phenomenon in both literature and practice, this study provides an exploratory analysis of the opportunities and challenges related to Web 3.0. In this context, firstly, the technical differences between Web 1.0, Web 2.0 and Web 3.0 are evaluated, while the unique technical architecture of Web 3.0 is also examined. The aim of the study is to highlight the current development status of Web 3.0 from both an economic and a technological point of view. Finally, a forward-looking perspective is offered on the potential future growth and progress of the Web.

Günümüz teknolojilerindeki son gelişmelerin yanı sıra yeni ortaya çıkan blokzincir ve metaverse kavramlarıyla, Web 3.0 olarak bilinen yeni bir internet evrimi ortaya çıkmıştır. Bilişim, pazarlama ve finans gibi çeşitli sektörler üzerindeki önemli potansiyel etkisi göz önüne alındığında, Web 3.0 hem akademik çevrelerden hem de endüstri çevrelerinden büyük ilgi görmektedir. Web 3.0 gerek literatürde gerekse uygulamada henüz oldukça yeni bir olgu niteliği taşıdığından bu çalışma, Web 3.0 ile ilgili fırsatların ve meydan okumaların keşfedici bir analizini sunmaktadır. Bu kapsamda ilk olarak, Web 1.0, Web 2.0 ve Web 3.0 arasındaki teknik farklılıklar değerlendirilirken, Web 3.0'ın benzersiz teknik mimarisi de incelenmektedir. Çalışmanın amacı, Web 3.0’ün mevcut gelişme durumunu hem ekonomik hem de teknolojik açıdan vurgulamaktır. Son olarak, Web'in gelecekteki potansiyel büyümesi ve ilerlemesi hakkında ileriye dönük bir bakış açısı sunulmaktadır.

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