Fırat Üniversitesi Uluslararası İktisadi ve İdari Bilimler Dergisi

Öz

The rapid development of digital marketing in recent years has brought the virtual world called Metaverse to the fore. In a virtual world similar to the real world, a virtual and augmented reality-supported metaverse platform that creates an immersive experience and interaction for consumers; has also attracted the attention of the marketing discipline. This platform, which offers a marketing environment beyond digital marketing, will also make a difference in consumer behavior in many ways. The fact that both consumers and businesses are in the metaverse environment has made it necessary to examine this platform in terms of marketing. At this point, the article aims to use the metaverse platform was examined to analyze the possible behaviors of consumers and to guide businesses at critical points while creating marketing strategies on this platform. In the article, the metaverse concept was examined and aimed to understand this universe, and information was presented with the title of a conceptual framework. The studies in the literature have been examined under the title of literature review and the title of marketing in the metaverse, in terms of metaverse marketing. The critical points encountered while creating marketing strategies have been examined and explained in terms of the metaverse. Finally, there are critical points and recommendations that businesses should consider when creating marketing strategies in the metaverse. Although it does not have clear boundaries yet, it is thought that the metaverse will grow rapidly. While businesses create marketing strategies in the meta universe; It can reach a wide target audience and gain advantages through brand awareness from this target audience. By improving the customer experience with the brand, brands can boost their earnings in both physical and online businesses. It is thought that influencers who are effective in digital marketing will continue with virtual influencers in the virtual world. Since it is thought that the avatars, which the participants will use as a way of expressing themselves, will come to the fore within the scope of Influencer Marketing, businesses should also attach importance to Influencer Marketing strategies. The Metaverse platform, which can provide the opportunity to obtain data and process this data quickly in terms of market research, has an important place in marketing activities. Although it is thought that the metaverse environment will benefit both businesses and consumers in many ways, there are some difficulties that this environment can bring. There are also measures to be taken at many points such as property rights, difficulties in payment, cyber-attacks, attacks on personal rights, and psychological effects. Future academic studies on revealing and preventing the difficulties and negative situations that may occur in the metaverse will benefit the literature. In addition, it is recommended that future studies on Metaverse be carried out in terms of consumer behavior and neuromarketing in terms of marketing discipline.