Abstract:

The emerging digital technologies, the emerging situations, have begun to change both manufacturers’ way of doing business and consumers’ behavior. These are digital technologies that have rapidly integrated our lives along with the pandemic in recent years. Companies and consumers who are unconscious of these developments are trying to adapt to this new world. In this context, the Metaverse world, which carries competition alongside physical markets to virtual markets, has emerged and this virtual world has become a topic that attracts the attention of researchers. The aim of this study is to understand Metaverse in the marketing world and to explore the effects it creates and creates for both and consumers. The market-oriented brands are said to be brands in the leading position along with technological developments. The virtual worlds that are rapidly incorporated into today’s marketing practices are expected to contribute to the economy and many brands are likely to invest in this direction. Businesses are assessed to be able to effectively use Metaverse for their purposes such as marketing, marketing communication, brand awareness creation and advertising. On the other hand, it is said that, as in any case, the Metaverse world will bring some challenges. In this context, it is recommended that the necessary research and analysis create infrastructure and advance into these worlds, predicting the benefits to be obtained. Again, considering that giant brands have their initiatives in this direction and that they provide profits at high rates, the capture of competitive strength of other brands will begin with the understanding of the Metaverse world. It is important to be prepared for this world that we will often hear its name in the new future.

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