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Metaverse and the Evolution of Brand Identity Concepts: Revisiting Brand-Consumer Relationships in the Virtual World | ||
| بازاریابی صنعتی | ||
| دوره 1، شماره 1، بهمن 1403، صفحه 1-21 | ||
| نوع مقاله: مقاله پژوهشی | ||
| نویسنده | ||
| Shilan Davari, | ||
| , Department of Management, National University of Skills, Tehran, Iran | ||
| چکیده | ||
| In recent years, efforts to conceptualize phenomena have undergone significant transformation with the emergence of the internet, the formation of digital networks, and electronic platforms, leading to the rise of new realities such as digital reality, virtual reality, and more specifically, the metaverse. In today's era, traditional marketing methods are no longer sufficient. Marketing approaches are evolving and must adapt to the new digital world. One of the growing areas in the virtual development of brands is the increasing use of virtual social networks in this domain. With the expanding presence of these networks in various aspects of life, marketers have the opportunity to connect with consumers by understanding the components of these networks. Given that a large number of people currently engage with social media, brand presence in these networks can enhance public familiarity and awareness of the brand. This study aims to review theoretical sources and documents to examine the concept of the metaverse and explore its role, significance, and impact on brands, businesses, and brand identity. Furthermore, it investigates the relationship between brands and consumers in the virtual world. Based on the research findings, the connection between the metaverse, virtual space, brand identity, and brand-consumer relationships is explained through two fundamental criteria: the development of digital brand marketing and the branding-consumer relationship, each of which includes multiple indicators | ||
| کلیدواژهها | ||
| Metaverse؛ Brand؛ Brand Identity؛ Consumer؛ Virtual World | ||
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آمار تعداد مشاهده مقاله: 7 |
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