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@inproceedings{77682, author = {Halaška, Michal and Vavruška, Pavel}, address = {Trnava}, booktitle = {Marketing and Media Identity 2022: Metaverse is the New Universe}, editor = {Monika Prostináková Hossová, Martin Graca, Martin Solík}, keywords = {Advertising; Brand; Metaverse; Product; Virtual World}, howpublished = {elektronická verze "online"}, language = {eng}, location = {Trnava}, isbn = {978-80-572-0297-4}, pages = {80-103}, publisher = {Faculty of Mass Media Communication University of SS. Cyril and Methodius in Trnava}, title = {BRANDS, PRODUCTS AND ADVERTISING IN METAVERSE}, url = {https://fmk.sk/download/metaverse-is-the-new-universe.pdf}, year = {2022} }
TY - JOUR ID - 77682 AU - Halaška, Michal - Vavruška, Pavel PY - 2022 TI - BRANDS, PRODUCTS AND ADVERTISING IN METAVERSE PB - Faculty of Mass Media Communication University of SS. Cyril and Methodius in Trnava CY - Trnava SN - 9788057202974 KW - Advertising KW - Brand KW - Metaverse KW - Product KW - Virtual World UR - https://fmk.sk/download/metaverse-is-the-new-universe.pdf N2 - The text discusses the burgeoning interest and investment in the metaverse by major technology companies, highlighting its potential to blend virtual and physical realities through augmented and virtual reality technologies. This fusion is anticipated to offer novel opportunities for businesses in various domains, such as marketing, education, and healthcare, despite the current absence of the necessary technology and infrastructure for developing immersive virtual worlds on a large scale. The focus of this research is particularly on the implications of the metaverse for marketing, examining how consumer brands can leverage it for marketing activities and advertising. The methodology includes a systematic literature review targeting the Scopus and Web of Science databases, and a content analysis that categorizes marketing concepts such as consumer brands, products, metaverse platforms, and their advertising capabilities. The findings provide an overview of the current state of marketing research within the metaverse and explore how selected consumer brands utilize these new virtual spaces for advertising, offering insights into the transformative potential of the metaverse in marketing strategies. ER -
HALAŠKA, Michal a Pavel VAVRUŠKA. BRANDS, PRODUCTS AND ADVERTISING IN METAVERSE. Online. In Monika Prostináková Hossová, Martin Graca, Martin Solík. \textit{Marketing and Media Identity 2022: Metaverse is the New Universe}. Trnava: Faculty of Mass Media Communication University of SS. Cyril and Methodius in Trnava, 2022, s.~80-103. ISBN~978-80-572-0297-4.
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