Development and Transformation in Digital Marketing and Branding with Artificial Intelligence and Digital Technologies Dynamics in the Metaverse Universe

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dc.contributor.authorNalbant, Kemal Gökhan
dc.contributor.authorAydin, Sevgi
dc.date.accessioned2025-03-09T10:57:41Z
dc.date.available2025-03-09T10:57:41Z
dc.date.issued2023
dc.departmentİstanbul Beykent Üniversitesi
dc.description.abstractThe Metaverse will have a variety of effects on marketing. Businesses need to maintain their identities in the Metaverse realm. Generation Z and Generation alpha will have an easier time adjusting to virtual realms. The augmented reality environment allows buyers to interact with products without leaving the comfort of their own homes. Realization of in-store experiences is possible in the universe of the Metaverse. In addition, there will be an increase in the number of options for branding in the Metaverse. Virtual billboards and the virtual clothing consumers choose to wear will also influence brand awareness. Additionally, Non-Fungible Tokens (NFTs) will be used to produce branded virtual content for end users. Examining the influence that technologies powered by artificial intelligence have had on digital marketing and branding will be the primary focus of this research project. In addition, research will be conducted into the applications of the Metaverse, artificial intelligence, and other digital technologies in the marketing field and studies about these subject areas. The research investigated several digital technologies, including the Metaverse, artificial intelligence, blockchain, virtual reality, and augmented reality. It is of the utmost importance for businesses to be able to compete in digital and virtual environments within the context of digital transformation to thrive in an increasingly competitive world. Companies need to invest in the Metaverse, artificial intelligence, and various other forms of digital technology to expand their marketing awareness in virtual environments, expand their customer portfolios, and become brands to take the lead in their respective markets. © 2023, Izmir Academy Association. All rights reserved.
dc.identifier.doi10.57019/jmv.1148015
dc.identifier.endpage18
dc.identifier.issn2792-0232
dc.identifier.issue1
dc.identifier.scopus2-s2.0-85160696072
dc.identifier.scopusqualityQ1
dc.identifier.startpage9
dc.identifier.urihttps://doi.org/10.57019/jmv.1148015
dc.identifier.urihttps://hdl.handle.net/20.500.12662/4960
dc.identifier.volume3
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherIzmir Academy Association
dc.relation.ispartofJournal of Metaverse
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_Scopus_20250310
dc.subjectartificial intelligence
dc.subjectdigital marketing
dc.subjectdigital technologies
dc.subjectvirtual reality technologies
dc.subject— Metaverse
dc.titleDevelopment and Transformation in Digital Marketing and Branding with Artificial Intelligence and Digital Technologies Dynamics in the Metaverse Universe
dc.typeArticle

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