Digital marketing in the metaverse and its effect on E-commerce
Metadatos
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Título
Digital marketing in the metaverse and its effect on E-commerceAutoría
Tutor/Supervisor; Universidad.Departamento
Martínez Martínez, Carla María; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2023-06-13Editor
Universitat Jaume IResumen
The concept of the metaverse has its origins in futuristic literature, with the development
of the internet allowing the video game industry to create virtual worlds for entertainment,
which later with the entry of ... [+]
The concept of the metaverse has its origins in futuristic literature, with the development
of the internet allowing the video game industry to create virtual worlds for entertainment,
which later with the entry of mass online gamers influenced the creation of protometaverses and the first metaverses operating today. Today, it is the technology
companies that are investing large sums of money to drive the full development of the
metaverse. However, there is still no concrete definition of what this virtual world will be,
but it is clear that it will require the development of a set of technologies to make its
ecosystem decentralised and immersive.
On the other hand, the development of marketing in the metaverse depends on the
emergence of a community of consumers. Protagonists who need virtual worlds for their
development. Awakening their interest in interacting in these virtual worlds through their
avatars, which allow them to perform various activities. Creating in them the need to
obtain greater virtual experiences such as the acquisition of assets in the metaverse, a
sector that captures the attention of companies to invest and explore new virtual markets.
Marketing is the connection that allows brands to know and satisfy their needs, create
new consumer experiences, and understand that the metaverse is a new digital
marketing channel.
In this context, brands are experimenting with new marketing practices that influence the
creation of new business and e-commerce opportunities in virtual worlds, but in order to
make commerce happen, it is necessary to clarify the means of payments that effect the
buying and selling of virtual assets. It is clear that the development of e-commerce must
be linked to decentralisation and that it plays an important role in the future economy of
the metaverse.
For this reason, this research seeks to provide the reader with knowledge of the digital
marketing practices that are being carried out in the metaverse. Practices that allow the
creation and reinvention of new business models in the third dimension. Giving the
opportunity for e-commerce to evolve and adapt to the new demands and needs of
consumers, who increasingly demand more real and innovative shopping experiences
and personalised attention. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2022/2023
Tipo de documento
info:eu-repo/semantics/bachelorThesisDerechos de acceso
info:eu-repo/semantics/openAccess