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

Year 2022, Volume: 21 Issue: 3, 1494 - 1511, 31.07.2022

Emrah Sıtkı Yılmaz Orhan Ecemiş

https://doi.org/10.21547/jss.1083590
Cited By: 1

Abstract

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.

Keywords

Metaverse Digital marketing Marketing mix Entropi CoCoSo

References

  • Akgül, Y. (2021). Borsa İstanbul’da işlem gören ticari bankaların finansal performansının bütünleşik CRITIC CoCoSo modeliyle analizi. Ekonomi ve Finansal Araştırmalar Dergisi, 3(2), 71-90.
  • Akour, I. A., Al-Maroof, R. S., Alfaisal, R. ve Salloum, S. A. (2022). A conceptual framework for determining metaverse adoption in higher institutions of gulf area: An empirical study using hybrid SEM-ANN approach. Computers and Education: Artificial Intelligence, 3(1), 100052.
  • Altıntaş, F. F. (2021). G7 ülkelerinin bilgi performanslarının analizi: COCOSO yöntemi ile bir uygulama. Journal of Life Economics, 8(3), 337-347.
  • Bavelier, D. ve Green, C. S. (2019). Enhancing attentional control: Lessons from action video games. Neuron, 104(1), 147-163.
  • Brůža, V., Byška, J., Mičan, J. ve Kozlíková, B. (2021). VRdeo: Creating engaging educational material for asynchronous student-teacher exchange using virtual reality. Computers & Graphics, 98(1), 280-292.
  • Chodha, V., Dubey, R., Kumar, R., Singh, S. ve Kaur, S. (2022). Selection of industrial arc welding robot with TOPSIS and Entropy MCDM techniques. Materials Today: Proceedings, 50(5), 709-715.
  • Choi, H.-S. ve Kim, S.-H. (2017). A content service deployment plan for metaverse museum exhibitions-Centering on the combination of beacons and HMDs. International Journal of Information Management, 37(1-B), 1519-1527.
  • Cranmer, E. E., Han, D.-I. D., Gisbergen, M. V. ve Jung, T. (2021). Esports matrix: Structuring the esports research agenda. Computers in Human Behavior, 117(1), 106671.
  • Çiftçi, H. N., Yıldırım, S. K. ve Yıldırım, B. F. (2021). Nakit akış oranlarına dayalı finansal performansların kombine uzlaşık çözüm yöntemi ile analizi: BIST’te işlem gören enerji firmaları üzerine bir uygulama. Muhasebe ve Finansman Dergisi, 92(1), 207-224.
  • Diego-Mas, J. A. ve Alcaide-Marzal, J. (2015). A computer based system to design expressive avatars. Computers in Human Behavior, 44(1), 1-11.
  • Dozio, N., Marcolin, F., Scurati, G. W., Ulrich, L., Nonis, F., Vezzetti, E., Marsocci, G., Rosa, A. L. ve Ferrise, F. (2022). A design methodology for affective virtual reality. International Journal of Human-Computer Studies, 162(1), 102791.
  • Ecer, F. (2019). Özel sermayeli bankaların kurumsal sürdürülebilirlik performanslarının değerlendirilmesine yönelik çok kriterli bir yaklaşım: Entropi-Aras bütünleşik modeli. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 14(2), 365-390.
  • Ecer, F. (2021). A consolidated MCDM framework for performance assessment of battery electric vehicles based on ranking strategies. Renewable and Sustainable Energy Reviews, 143(1), 110916.
  • Egliston, B. ve Carter, M. (2021). Critical questions for Facebook's virtual reality: Data, power and the Metaverse. Internet Policy Review, 10(4), 1-23.
  • Gençkaya, Ö., Gündoğdu, H. G. ve Aytekin, A. (2021). Büyükşehir belediyeleri web sitelerinin yönetişim ilkeleri açısından değerlendirilmesi. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 16(3), 705-726.
  • Green, R., Delfabbro, P. H. ve King, D. L. (2021). Avatar identification and problematic gaming: The role of self-concept clarity. Addictive Behaviors, 113(1), 106694.
  • Grimshaw, M. (2014). The oxford handbook of virtuality. New York: Oxford University Press.
  • Hsu, C.-P. ve Chang, C.-W. (2022). Does the social platform established by MMORPGs build social and psychological capital? Computers in Human Behavior, 129 (1), 107139.
  • Jeon, H.-J., Youn, H.-C., Ko, S.-M. ve Kim, T.-H. (2021). Blockchain and aI meet in the Metaverse. http://dx.doi.org/10.5772/intechopen.99114.
  • Joshua, J. (2017). Information bodies: Computational anxiety in Neal Stephenson's Snow Crash. Interdisciplinary Literary Studies, 19(1), 17-47.
  • Jung, Y. ve Pawlowski, S. D. (2014). Virtual goods, real goals: Exploring means-end goal structures of consumers in social virtual worlds. Information & Management, 51(5), 520-531.
  • Kang, H. J., Shin, J.-H. ve Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: The roles of informativeness and playfulness. Journal of Interactive Marketing, 49(1), 70-85.
  • Kim, G., Jin, B. ve Shin, D. C. (2022). Virtual reality as a promotion tool for small independent stores. Journal of Retailing and Consumer Services, 64(1), 102822.
  • Kim, J.-G. (2021). A Study on Metaverse culture contents matching platform. International Journal of Advanced Culture Technolog, 9(3), 232-237.
  • Kohler, T., Fueller, J., Stieger, D. ve Matzler, K. (2011). Avatar-based innovation: Consequences of the virtual co-creation experience. Computers in Human Behavior, 27(1), 160-168.
  • Korkeila, H. ve Hamari, J. (2020). Avatar capital: The relationships between player orientation and their avatar's social, symbolic, economic and cultural capital. Computers in Human Behavior, 102, 14-21.
  • Kostenko, O. (2022). Electronic jurisdiction, Metaverse, artificial intelligence, digital personality, digital avatar, neural networks: Theory, practice, perspective. World Science, 1(73), 1-13.
  • Kraus, S., Kanbach, D. K., Krysta, P., Steinhoff, M. ve Tomini, N. (2022). Facebook and the creation of the Metaverse: Radical business model innovation or incremental transformation? International Journal of Entrepreneurial Behaviour & Research, https://www.emerald.com/insight/1355-2554.htm.
  • Krishen, A. S., Dwivedi, Y. K., Bindu, N. ve Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131(1), 183-195.
  • Lee, L.-H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., Kumar, A., Bermejo, C. ve Hui, P. (2021). All one needs to know about Metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. Journal of Latex Class Files, 14(8), 1-67.
  • Lemenager, T., Neissner, M., Sabo, T., Mann, K. ve Kiefer, F. (2020). “Who Am I” and “How Should I Be”: A systematic review on self-concept and avatar identification in gaming disorder. Current Addiction Reports, 7(2), 166–193Current Addiction Reports, 7(2), 166–193, 7(2), 166-193.
  • Lim, W. M., Rasul, T., Kumar, S. ve Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140(1), 439-458.
  • Lin, H. ve Wang, H. (2014). Avatar creation in virtual worlds: Behaviors and motivations. Computers in Human Behavior, 34(1), 213-218.
  • Liu, H., Wang, Z., Mazumdar, A. ve Mousas, C. (2021). Virtual reality game level layout design for real environment constraints. Graphics and Visual Computing, 4(1), 200020.
  • Miao, F., Kozlenkova, I. V., Wang, H., Xie, T. ve Palmatier, R. W. (2022). An emerging theory of avatar marketing. Journal of Marketing, 86(1), 67-90.
  • Müller, T. ve Bonnaire, C. (2021). Intrapersonal and interpersonal emotion regulation and identity: A preliminary study of avatar identification and gaming in adolescents and young adults. Psychiatry Research, 295(1), 113627. Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486-497.
  • Ogunjimi, A., Rahman, M., Islam, N. ve Hasan, R. (2021). Smart mirror fashion technology for the retail chain transformation. Technological Forecasting and Social Change, 173(1), 121118.
  • Ömürbek, N., Karaatlı, M. ve Balcı, H. F. (2016). Entropi temelli MAUT ve SAW yöntemleri ile otomotiv firmalarının performans değerlemesi. Dokuz Eylul Universitesi Iktisadi ve Idari Bilimler Dergisi, 31(1), 227-256.
  • Pala, O. (2021). BIST inşaat endeksinde bütünleşik CCSD-COCOSO tabanlı finansal performans analizi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 23(4), 1500-1513.
  • Park, S.-M. ve Kim, Y.-G. (2022). A Metaverse: Taxonomy, components, applications, and open challenges. IEEE Access, 10(1), 4209-4251. Pietro, R. D. ve Cresci, S. (2021). Metaverse: security and privacy issues. The Third IEEE International Conference on Trust, Privacy and Security in Intelligent Systems, and Applications.
  • Pleyers, G. ve Poncin, I. (2020). Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider. Journal of Retailing and Consumer Services, 57(1), 102175.
  • Rauschnabel, P. A., Babin, B. J., Dieck, M. C., Krey, N. ve Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142(1), 1140-1150.
  • Regt, A. D., Plangger, K. ve Barnes, S. J. (2021). Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing. Journal of Business Research, 136(1), 513-522.
  • Richesin, M. T., Baldwin, D. R. ve Wicks, L. A. (2021). Art making and virtual reality: A comparison study of physiological and psychological outcomes. The Arts in Psychotherapy, 75(1), 101823.
  • Sato, Y. (2021). A concept of mirror world for radioactive working environment by interactive fusion of radiation measurement in real space and radiation visualization in virtual space. Physics Open, 7(1), 100070.
  • Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102.
  • Shen, B., Tan, W., Guo, J., Zhao, L. ve Qin, P. (2021). How to promote user purchase in Metaverse? A systematic literature review on consumer behavior research and virtual commerce application design. Applied Sciences, 11(23), 1-29.
  • Sparkes, M. (2021). What is a metaverse. New Scientist, 251(3348), 1-18.
  • Sülter, R. E., Ketelaar, P. E. ve Lange, W.-G. (2022). SpeakApp-Kids! Virtual reality training to reduce fear of public speaking in children – A proof of concept. Computers & Education, 178(1), 104384.
  • Szolin, K., Kuss, D., Nuyens, F. ve Griffiths, M. (2022). Gaming Disorder: A systematic review exploring the user-avatar relationship in videogames. Computers in Human Behavior, 128(1), 107124.
  • Torkayesh, A. E., Pamucar, D., Ecer, F. ve Chatterjee, P. (2021). An integrated BWM-LBWA-CoCoSo framework for evaluation of healthcare sectors in Eastern Europe. Socio-Economic Planning Sciences, 78(1), 101052.
  • Triberti, S., Durosini, I., Aschieri, F., Villani, D. ve Riva, G. (2017). Changing avatars, changing selves? The influence of social and contextual expectations on digital rendition of identity. Cyberpsychology, Behavior, and Social Networking, 20(8), 501-507.
  • Wang, F.-Y., Qin, R., Wang, X. ve Hu, B. (2022). MetaSocieties in Metaverse: MetaEconomics and MetaManagement for MetaEnterprises and MetaCities. IEEE Transactions on Computational Social Systems, 9(1), 2-7.
  • Yazdani, M., Zarate, P., Zavadskas, E. K. ve Turskis, Z. (2019). A combined compromise solution (CoCoSo) method for multi-criteria decision-making problems. Management Decision, 57(9), 2501-2519.
  • Yung, R. ve Khoo-Lattimore, C. (2019). New realities: a systematic literature review on virtual reality and augmented reality in tourism research. Current Issues in Tourism, 22(17), 2056-2081.

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

Year 2022, Volume: 21 Issue: 3, 1494 - 1511, 31.07.2022

Emrah Sıtkı Yılmaz Orhan Ecemiş

https://doi.org/10.21547/jss.1083590
Cited By: 1

Abstract

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.

Keywords

Metaverse Dijital pazarlama Pazarlama karması Entropi CoCoSo

References

  • Akgül, Y. (2021). Borsa İstanbul’da işlem gören ticari bankaların finansal performansının bütünleşik CRITIC CoCoSo modeliyle analizi. Ekonomi ve Finansal Araştırmalar Dergisi, 3(2), 71-90.
  • Akour, I. A., Al-Maroof, R. S., Alfaisal, R. ve Salloum, S. A. (2022). A conceptual framework for determining metaverse adoption in higher institutions of gulf area: An empirical study using hybrid SEM-ANN approach. Computers and Education: Artificial Intelligence, 3(1), 100052.
  • Altıntaş, F. F. (2021). G7 ülkelerinin bilgi performanslarının analizi: COCOSO yöntemi ile bir uygulama. Journal of Life Economics, 8(3), 337-347.
  • Bavelier, D. ve Green, C. S. (2019). Enhancing attentional control: Lessons from action video games. Neuron, 104(1), 147-163.
  • Brůža, V., Byška, J., Mičan, J. ve Kozlíková, B. (2021). VRdeo: Creating engaging educational material for asynchronous student-teacher exchange using virtual reality. Computers & Graphics, 98(1), 280-292.
  • Chodha, V., Dubey, R., Kumar, R., Singh, S. ve Kaur, S. (2022). Selection of industrial arc welding robot with TOPSIS and Entropy MCDM techniques. Materials Today: Proceedings, 50(5), 709-715.
  • Choi, H.-S. ve Kim, S.-H. (2017). A content service deployment plan for metaverse museum exhibitions-Centering on the combination of beacons and HMDs. International Journal of Information Management, 37(1-B), 1519-1527.
  • Cranmer, E. E., Han, D.-I. D., Gisbergen, M. V. ve Jung, T. (2021). Esports matrix: Structuring the esports research agenda. Computers in Human Behavior, 117(1), 106671.
  • Çiftçi, H. N., Yıldırım, S. K. ve Yıldırım, B. F. (2021). Nakit akış oranlarına dayalı finansal performansların kombine uzlaşık çözüm yöntemi ile analizi: BIST’te işlem gören enerji firmaları üzerine bir uygulama. Muhasebe ve Finansman Dergisi, 92(1), 207-224.
  • Diego-Mas, J. A. ve Alcaide-Marzal, J. (2015). A computer based system to design expressive avatars. Computers in Human Behavior, 44(1), 1-11.
  • Dozio, N., Marcolin, F., Scurati, G. W., Ulrich, L., Nonis, F., Vezzetti, E., Marsocci, G., Rosa, A. L. ve Ferrise, F. (2022). A design methodology for affective virtual reality. International Journal of Human-Computer Studies, 162(1), 102791.
  • Ecer, F. (2019). Özel sermayeli bankaların kurumsal sürdürülebilirlik performanslarının değerlendirilmesine yönelik çok kriterli bir yaklaşım: Entropi-Aras bütünleşik modeli. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 14(2), 365-390.
  • Ecer, F. (2021). A consolidated MCDM framework for performance assessment of battery electric vehicles based on ranking strategies. Renewable and Sustainable Energy Reviews, 143(1), 110916.
  • Egliston, B. ve Carter, M. (2021). Critical questions for Facebook's virtual reality: Data, power and the Metaverse. Internet Policy Review, 10(4), 1-23.
  • Gençkaya, Ö., Gündoğdu, H. G. ve Aytekin, A. (2021). Büyükşehir belediyeleri web sitelerinin yönetişim ilkeleri açısından değerlendirilmesi. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 16(3), 705-726.
  • Green, R., Delfabbro, P. H. ve King, D. L. (2021). Avatar identification and problematic gaming: The role of self-concept clarity. Addictive Behaviors, 113(1), 106694.
  • Grimshaw, M. (2014). The oxford handbook of virtuality. New York: Oxford University Press.
  • Hsu, C.-P. ve Chang, C.-W. (2022). Does the social platform established by MMORPGs build social and psychological capital? Computers in Human Behavior, 129 (1), 107139.
  • Jeon, H.-J., Youn, H.-C., Ko, S.-M. ve Kim, T.-H. (2021). Blockchain and aI meet in the Metaverse. http://dx.doi.org/10.5772/intechopen.99114.
  • Joshua, J. (2017). Information bodies: Computational anxiety in Neal Stephenson's Snow Crash. Interdisciplinary Literary Studies, 19(1), 17-47.
  • Jung, Y. ve Pawlowski, S. D. (2014). Virtual goods, real goals: Exploring means-end goal structures of consumers in social virtual worlds. Information & Management, 51(5), 520-531.
  • Kang, H. J., Shin, J.-H. ve Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: The roles of informativeness and playfulness. Journal of Interactive Marketing, 49(1), 70-85.
  • Kim, G., Jin, B. ve Shin, D. C. (2022). Virtual reality as a promotion tool for small independent stores. Journal of Retailing and Consumer Services, 64(1), 102822.
  • Kim, J.-G. (2021). A Study on Metaverse culture contents matching platform. International Journal of Advanced Culture Technolog, 9(3), 232-237.
  • Kohler, T., Fueller, J., Stieger, D. ve Matzler, K. (2011). Avatar-based innovation: Consequences of the virtual co-creation experience. Computers in Human Behavior, 27(1), 160-168.
  • Korkeila, H. ve Hamari, J. (2020). Avatar capital: The relationships between player orientation and their avatar's social, symbolic, economic and cultural capital. Computers in Human Behavior, 102, 14-21.
  • Kostenko, O. (2022). Electronic jurisdiction, Metaverse, artificial intelligence, digital personality, digital avatar, neural networks: Theory, practice, perspective. World Science, 1(73), 1-13.
  • Kraus, S., Kanbach, D. K., Krysta, P., Steinhoff, M. ve Tomini, N. (2022). Facebook and the creation of the Metaverse: Radical business model innovation or incremental transformation? International Journal of Entrepreneurial Behaviour & Research, https://www.emerald.com/insight/1355-2554.htm.
  • Krishen, A. S., Dwivedi, Y. K., Bindu, N. ve Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131(1), 183-195.
  • Lee, L.-H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., Kumar, A., Bermejo, C. ve Hui, P. (2021). All one needs to know about Metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. Journal of Latex Class Files, 14(8), 1-67.
  • Lemenager, T., Neissner, M., Sabo, T., Mann, K. ve Kiefer, F. (2020). “Who Am I” and “How Should I Be”: A systematic review on self-concept and avatar identification in gaming disorder. Current Addiction Reports, 7(2), 166–193Current Addiction Reports, 7(2), 166–193, 7(2), 166-193.
  • Lim, W. M., Rasul, T., Kumar, S. ve Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140(1), 439-458.
  • Lin, H. ve Wang, H. (2014). Avatar creation in virtual worlds: Behaviors and motivations. Computers in Human Behavior, 34(1), 213-218.
  • Liu, H., Wang, Z., Mazumdar, A. ve Mousas, C. (2021). Virtual reality game level layout design for real environment constraints. Graphics and Visual Computing, 4(1), 200020.
  • Miao, F., Kozlenkova, I. V., Wang, H., Xie, T. ve Palmatier, R. W. (2022). An emerging theory of avatar marketing. Journal of Marketing, 86(1), 67-90.
  • Müller, T. ve Bonnaire, C. (2021). Intrapersonal and interpersonal emotion regulation and identity: A preliminary study of avatar identification and gaming in adolescents and young adults. Psychiatry Research, 295(1), 113627. Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486-497.
  • Ogunjimi, A., Rahman, M., Islam, N. ve Hasan, R. (2021). Smart mirror fashion technology for the retail chain transformation. Technological Forecasting and Social Change, 173(1), 121118.
  • Ömürbek, N., Karaatlı, M. ve Balcı, H. F. (2016). Entropi temelli MAUT ve SAW yöntemleri ile otomotiv firmalarının performans değerlemesi. Dokuz Eylul Universitesi Iktisadi ve Idari Bilimler Dergisi, 31(1), 227-256.
  • Pala, O. (2021). BIST inşaat endeksinde bütünleşik CCSD-COCOSO tabanlı finansal performans analizi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 23(4), 1500-1513.
  • Park, S.-M. ve Kim, Y.-G. (2022). A Metaverse: Taxonomy, components, applications, and open challenges. IEEE Access, 10(1), 4209-4251. Pietro, R. D. ve Cresci, S. (2021). Metaverse: security and privacy issues. The Third IEEE International Conference on Trust, Privacy and Security in Intelligent Systems, and Applications.
  • Pleyers, G. ve Poncin, I. (2020). Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider. Journal of Retailing and Consumer Services, 57(1), 102175.
  • Rauschnabel, P. A., Babin, B. J., Dieck, M. C., Krey, N. ve Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142(1), 1140-1150.
  • Regt, A. D., Plangger, K. ve Barnes, S. J. (2021). Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing. Journal of Business Research, 136(1), 513-522.
  • Richesin, M. T., Baldwin, D. R. ve Wicks, L. A. (2021). Art making and virtual reality: A comparison study of physiological and psychological outcomes. The Arts in Psychotherapy, 75(1), 101823.
  • Sato, Y. (2021). A concept of mirror world for radioactive working environment by interactive fusion of radiation measurement in real space and radiation visualization in virtual space. Physics Open, 7(1), 100070.
  • Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102.
  • Shen, B., Tan, W., Guo, J., Zhao, L. ve Qin, P. (2021). How to promote user purchase in Metaverse? A systematic literature review on consumer behavior research and virtual commerce application design. Applied Sciences, 11(23), 1-29.
  • Sparkes, M. (2021). What is a metaverse. New Scientist, 251(3348), 1-18.
  • Sülter, R. E., Ketelaar, P. E. ve Lange, W.-G. (2022). SpeakApp-Kids! Virtual reality training to reduce fear of public speaking in children – A proof of concept. Computers & Education, 178(1), 104384.
  • Szolin, K., Kuss, D., Nuyens, F. ve Griffiths, M. (2022). Gaming Disorder: A systematic review exploring the user-avatar relationship in videogames. Computers in Human Behavior, 128(1), 107124.
  • Torkayesh, A. E., Pamucar, D., Ecer, F. ve Chatterjee, P. (2021). An integrated BWM-LBWA-CoCoSo framework for evaluation of healthcare sectors in Eastern Europe. Socio-Economic Planning Sciences, 78(1), 101052.
  • Triberti, S., Durosini, I., Aschieri, F., Villani, D. ve Riva, G. (2017). Changing avatars, changing selves? The influence of social and contextual expectations on digital rendition of identity. Cyberpsychology, Behavior, and Social Networking, 20(8), 501-507.
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There are 55 citations in total.

Details

Primary Language Turkish
Subjects Finance
Journal Section Business
Authors

Emrah Sıtkı Yılmaz 0000-0003-2741-4222

Orhan Ecemiş 0000-0002-8270-0857

Publication Date July 31, 2022
Submission Date March 6, 2022
Acceptance Date May 30, 2022
Published in Issue Year 2022 Volume: 21 Issue: 3

Cite

APA Yılmaz, E. S., & Ecemiş, O. (2022). “Metaverse” Platformlarının Pazarlama Karması Bağlamında Çok Kriterli Karar Verme Yöntemleriyle İncelenmesi. Gaziantep University Journal of Social Sciences, 21(3), 1494-1511. https://doi.org/10.21547/jss.1083590

Cited By

SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA
Toplum Ekonomi ve Yönetim Dergisi
https://doi.org/10.58702/teyd.1353285