Blockchain, non-fungible tokens, Web3, Metaverse: Opportunities for brands
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Date
2022
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Publisher
İstanbul Bilgi Üniversitesi
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Covid-19 ile beraber dijitalleşme her sektörde beklenenden daha hızlı yer bulmaya başladı. Blockchain teknolojisi, dijitalleşmenin öncüsü olarak markalar ve yaratıcı endüstriler için yeni bir fırsat yaratıyor. Dijitalleşme ile hayatımıza giren Blockchain, NFT ve Web3, Metaverse gibi terimler henüz çok yeni olsa da standart iş modellerinin aksine farklı bir pazarlama alanı olarak öne çıkıyor. Makale, blockchain ile birlikte doğan blockchain ve NFT, Web3, Metaverse gibi kavramların temellerini inceliyor ve bu teknolojilerin markalar için kıtlık, marka sadakati, satın alma açısından nasıl yeni tür pazar güçleri ve fırsatlar yaratabileceğine dair bir fikir sunuyor. Anahtar Kelimeler: NFT, Metaverse, Blockchain, Kıtlık, Mülkiyet, Satın Alma Niyeti, Teknoloji Adaptasyonu
With Covid-19, digitalization began to find a place in every industry faster than expected. Blockchain technology is creating a new opportunity for brands and creative industries as the frontrunner of digitalization. Although terms such as Blockchain, NFT and Web3, and Metaverse, which entered our lives with digitalization, are still very new, it stands out as a frontrunner that will create a paradigm shift from standard business models. Blockchain technologies can create a new opportunity for brands and creative industries with the innovative approach that is driven by scarcity, a new medium to connect with fans, and decentralized distribution power. The paper examines the basis of concepts such as blockchain and NFT, Web3, and Metaverse, which were born with blockchain. It offers insight into how these technologies can create new market forces and opportunities for brands in terms of scarcity, loyalty, the purchasing experience, and perceived brand equity. Keywords: NFT, Metaverse, Blockchain, Scarcity, Ownership, Purchase Intent, Technology Adaptation
With Covid-19, digitalization began to find a place in every industry faster than expected. Blockchain technology is creating a new opportunity for brands and creative industries as the frontrunner of digitalization. Although terms such as Blockchain, NFT and Web3, and Metaverse, which entered our lives with digitalization, are still very new, it stands out as a frontrunner that will create a paradigm shift from standard business models. Blockchain technologies can create a new opportunity for brands and creative industries with the innovative approach that is driven by scarcity, a new medium to connect with fans, and decentralized distribution power. The paper examines the basis of concepts such as blockchain and NFT, Web3, and Metaverse, which were born with blockchain. It offers insight into how these technologies can create new market forces and opportunities for brands in terms of scarcity, loyalty, the purchasing experience, and perceived brand equity. Keywords: NFT, Metaverse, Blockchain, Scarcity, Ownership, Purchase Intent, Technology Adaptation
Description
Lisansüstü Programlar Enstitüsü, Pazarlama Bilim Dalı
Keywords
Siyasal Bilimler, Political Science
