New Statement from Advertising Department Faculty Members

Advertising Department Head Prof. Dr. Hüseyin Dikme, Vice President Asst. Prof. İpek Sucu and one of our students, Asma Mohamed FARAH, presented the paper titled "METAVERSE APPLICATIONS AS ONE OF THE NEW TRENDS OF DIGITAL ADVERTISING COMMUNICATION" at IMASCON. Prof. Dr. Hüseyin Dikme also chaired the session at the congress.

According to the abstract, Dikme and Sucu said, “As technological developments continue to progress rapidly, metaverse applications have begun to gain importance in advertising and marketing communications. Metaverse applications bring together virtual reality and augmented reality applications, offering a wide application area where innovative and different studies can be used together in digital studies. Metaverse advertising applications can take digital marketing applications to the next level by making consumers' consumption experiences more realistic and easier. For example, consumers can increase their virtual experience with products that match their interests in digital advertising applications that use the Metaverse application, and they can experience the communication that advertising can offer with a more effective experience by interacting digitally regarding their product use. In addition to brands, Metaverse is also active in the use of digital event activities, supporting consumers to establish a closer bond with the brand and increase their brand loyalty. In this study, it is aimed to provide confidence in the product and brand experience, how metaverse applications enable users to gain experience digitally without purchasing a product, with the spread of virtual reality and augmented reality areas that increase the consumer experience. In this context, in the study, the purposes of use of metaverse applications in digital advertisements and the advantages they provide to the consumer, which continue to gain importance rapidly in the light of recent technological developments, were examined within the scope of the literature review.” He presented his ideas about Metaverse applications as follows.