A Review on Scientific and Sectoral Approaches to the Subject of Marketing in Metaverse

Abstract

Metaverse has become an important area of opportunity in terms of marketing and attracted the attention of brands as it is a three-dimensional, dynamic space where interaction with the consumer is high. Metaverse provides brands with the opportunity to use tools such as NFT while marketing their products and to take marketing to a new dimension, allowing them to achieve transformation in marketing.In this study, it is aimed to draw a conceptual framework by examining the scientific and sectoral definitions of the concept of metaverse, whose definition, scope and dimensions have not been reached yet. In the study, which was carried out using the written document review method, which is one of the qualitative research methods, the subjects on which the definition of the metaverse concept was agreed, their features and findings were revealed