Consumer Behavior, Marketing Approach, Branding, Advertising, and New Opportunities in the Metaverse Areas

Abstract

Metaverse areas, which have started to enter our lives since 2015, have not become widespread because they have first taken their place in the digital world with only a few start-ups. However, towards the end of 2021, Facebook changed its name and renewed its brand as Meta, and it has gained a place in technology news and the world agenda. Metaverses are not yet as widely used as the internet. However, it has had many advantages over the periods when the internet began to spread. For example, the technologies related to the Metaverse areas are already being used and developed daily. In addition, humanity has accumulated internet culture over the last 40 years. The contributions of this culture to humanity and its positive and negative effects will guide the use of Metaverse areas. Trade and its sub-branches cannot be considered independent of technology. As technological developments have been achieved, progress has been made in trade and naturally in the discipline of marketing, advertising, and other studies. Business sciences can be counted among the social sciences that adapt to technology the fastest. For this reason, the study focuses on the impact of Metaverse fields and connected technologies on business sciences in the future. The main issues that the study addresses are how the understanding of marketing will evolve, the direction of branding studies, and advertising strategies in new media. Although the Metaverse concept belongs to 1992, it is still a new field. Since it is not widespread, not much data or case studies can be analyzed, especially in social sciences. For this reason, the study has been considered an exploratory study that reveals the dimensions of the Metaverse phenomenon in business sciences. In this sense, it is thought that it will contribute to the academic literature.