Akademik Veri Yönetim Sistemi
Anasay, sa.26, ss.238-249, 2023 (Hakemli Dergi)
For businesses, events are an important tool for direct communication with their
customers, partners, and target audiences. Events offer a range of opportunities,
such as direct communication with the target audience, increasing brand
awareness, strengthening image and reputation, establishing new partnerships,
and promoting products or services. With the rapid development of technology, the
way people communicate has also changed. With the introduction of the Metaverse
concept into our lives, well-known brands in Turkey that prioritize digitalization
have quickly entered the Metaverse world and started organizing events there. This
study aims to examine the advantages and disadvantages of the events conducted
by businesses in Turkey through the Metaverse and how they evaluate the investment in Metaverse technology. The research was conducted through in-depth
interviews with employees of businesses involved in organizing Metaverse events
in Turkey. The Phenomenology (Phenomenon Science) design, one of the
qualitative research patterns, was used to take advantage of the participants'
experiences. A total of five businesses were interviewed, and participants were
asked twelve semi-structured questions. The interviews were conducted online and
recorded with their consent. The research questions were confirmed based on the
data obtained. The results showed that Metaverse events made a significant
contribution to brand awareness, provided consumers with a unique and creative
event experience, and the businesses participating in the research were
enthusiastic about investing in Metaverse technology.