A scientific study at the University of Basra investigates how brand activity and purchasing behavior are affected by digital marketing in the world of the Metaverse?
How Are Brand Activity and Purchase Behavior Affected by Digital Marketing in the Metaverse Universe?
A scientific study at the University of Basra prepared by the teaching instructor, Dr. Hassan Odeh Abdullah, at the College of Administration and Economics / Qurna, University of Basra, examined the world of the Metaverse and how the brand and purchasing behavior are affected by digital marketing in it.
The study, which was published in a special issue in the international publishing house Springer for the proceedings of the Third International Multidisciplinary Conference - Integrated Sciences and Technologies (IMDC-IST 2024) within the scope of Scopus, included the business world today and the phenomena of the Metaverse in which the concepts of marketing and purchasing behavior differed. It has become more complex and dynamic
وتوصلت نتائج الدراسة الى اقتراح نموذج جديد يبحث في كيفية تأثير (الجدة والتفاعل والحيوية) على التسويق الرقمي. شملت عينة هذا البحث 350 عميلاً تم اختيارهم من قطاعات الفنادق والمطاعم والخدمات الذين يتعاملون مع الخدمات التي يتم تسويقها وفق أدوات metaverse. توفر الدراسة أيضًا قائمة مرجعية للباحثين للتحقيق في الفوائد المحتملة للعلاقة بين metaverse والتسويق الرقمي.
https://link.springer.com/chapter/10.1007/978-3-031-51300-8_8