Abstract:

Recently, with the increase in virtual and augmented reality studies and the development of related technologies, Metaverse has received great attention from all over the world. With the Metaverse, it creates a very realistic virtual world with physical interactions and is expected to be very beneficial for society by weakening the concepts of physical disability. However, the world of Metaverse is still in its infancy. It is thought that Metaverse studies will play an active role in the virtual environment in the next ten years. This concept, which includes huge projects, is also the focus of crypto investors. While various virtual projects continue in this field, there is not much academic information and studies. On the other hand, advertising activities, which are very sensitive to technological developments, are likely to switch to different application techniques with this new development. Advertising activities will find a place in the Metaverse universe by integrating with technology, just as the transition from printed advertising material on a papyrus in the past has been made to internet advertising today. The aim of the study is to contribute to the literature by summarizing the views on what the concept of Metaverse is, the transformation of advertising and reporting our predictions about how it will find a place in the Metaverse universe.

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