Global Studies on Management Information Systems

EnglishTürkçe

CHAPTER


DOI :10.26650/B/SS28ET06.2023.006.12   IUP :10.26650/B/SS28ET06.2023.006.12    Full Text (PDF)

Metaverse: the Challenges and Opportunities of This Unique Universe

Şirin Gizem Köse, Ece Özer Çızer

The digital world continues to bring new concepts, and the metaverse is the newest addition. This unique universe provides both opportunities and challenges that need to be addressed carefully. Understanding this novel concept requires investigating its definitional construct together with the concept of the metaverse in the literature via bibliometric analysis. Thus, this chapter includes the concept and the application of the metaverse, together with a bibliometric analysis that can shed light on the literature development. The study shows that the metaverse concept is contextualized with “augmented” and/ or “virtual reality” concepts. In addition, “simulation”, “deep learning”, and “training” are the most intense topics in the metaverse. According to the trend topic analysis, “virtual reality”, “mixed reality” and “augmented reality” concepts have been rising in the last six-year period. Additionally, word growth shows that the term “metaverse” has become more popular in recent years and has increased in usage. The literature on the metaverse can be said to have been mostly written by authors from the United States, the United Kingdom, Korea, and Spain. The bibliometric analysis highlights the fact that the metaverse is advancing and becoming more significant in the literature on information systems. The results are expected to contribute to changing the literature and also provide insights for brands that may consider investing in the metaverse.


Keywords: Metaverse, Digital Marketing, Bibliometric Analysis
DOI :10.26650/B/SS28ET06.2023.006.12   IUP :10.26650/B/SS28ET06.2023.006.12    Full Text (PDF)

Metaverse: Bu Eşsiz Evrenin Zorlukları ve Fırsatları

Şirin Gizem Köse, Ece Özer Çızer

Dijital dünya yeni kavramlar getirmeye devam etmektedir ve bunların en yenisi de metaverse’dir. Bu eşsiz evren, dikkatle ele alınması gereken hem fırsatlar hem de zorluklar sunmaktadır. Bu yeni kavramı anlamak, tanımsal yapısı ile birlikte literatürdeki metaverse kavramını bibliyometrik analiz yoluyla incelemeyi gerektirir. Dolayısıyla bu bölüm, literatür gelişimine ışık tutabilecek bir bibliyometrik analiz ile birlikte metaverse kavramını ve uygulamasını içermektedir. Çalışma, metaverse kavramının “artırılmış” ve/veya “sanal gerçeklik” kavramlarıyla bağlamlaştırıldığını göstermektedir. Ayrıca “simülasyon”, “derin öğrenme” ve “eğitim” metaverse’deki en yoğun konulardır. Trend konu analizine göre son altı yıllık dönemde “sanal gerçeklik”, “karma gerçeklik” ve “artırılmış gerçeklik” kavramları yükseliştedir. Ayrıca kelime büyümesi, “metaverse” teriminin son yıllarda daha popüler hale geldiğini ve kullanımının arttığını göstermektedir. Metaverse ile ilgili literatürün çoğunlukla Amerika Birleşik Devletleri, Birleşik Krallık, Kore ve İspanya’dan yazarlar tarafından yazıldığı söylenebilir. Bibliyometrik analiz, metaverse’in bilgi sistemleri literatüründe ilerlemekte ve daha önemli hale geldiğini vurgulamaktadır. Sonuçların değişen literatüre katkıda bulunması ve aynı zamanda metaverse’e yatırım yapmayı düşünebilecek markalar için fikir vermesi beklenmektedir.


Keywords: Metaverse, Dijital Pazarlama, Bibliyometrik Analiz

References

  • Aghadjanian, N. (2022). These Brands Are Betting Big on The Metaverse. Alistdaily. Retrieved May 1. 2022 from https://www.alistdaily.com/digital/brands-enter-the-metaverse/ google scholar
  • Averbek, G. S., & Türkyılmaz, C. A. (2022). Sanal Evrende Markaların Geleceği: Yeni İnternet Dünyası Metaver-se ve Marka Uygulamaları. Sosyal Bilimlerde Multidisipliner Çalışmalar Teori. Uygulama ve Analizler, 99. google scholar
  • Balis, J. (2022). How brands can enter the metaverse. Retrieved April 4, 2022, from https://hbr.org/2022/01/ how-brands-can-enter-the-metaverse. google scholar
  • Chan, K. T. (2022). Emergence of the ‘Digitalized Self’ in the Age of Digitalization. Computers in Human Behavior Reports, 6, 100191. google scholar
  • Damar, M. (2021). Metaverse Shape of Your Life for Future: A bibliometric snapshot. Journal of Metaverse, 1(1), 1-8. google scholar
  • Ding, X. and Yang, Z. (2020), “Knowledge mapping of platform research: a visual analysis using VOSViewer and CiteSpace”, Electronic Commerce Research, 1-23. google scholar
  • Information Age (2021). Looking into the future of the metaverse. Retrieved May 5, 2022 from https://www. information-age.com/looking-into-future-of-metaverse-123497104/ google scholar
  • Jeon, J. E. (2021). The Effects of User Experience-Based Design Innovativeness on User-Metaverse Platform Channel Relationships in South Korea. Journal of Distribution Science, 19(11), 81-90. google scholar
  • Kim, J. (2021). Advertising in the Metaverse: Research Agenda. Journal of Interactive Advertising, 21(3), 141-144. google scholar
  • Kraus, S., Kanbach, D. K., Krysta, P. M., Steinhoff, M. M., & Tomini, N. (2022). Facebook and the creation of the metaverse: radical business model innovation or incremental transformation? International Journal of Entrepreneurial Behavior & Research, 28, 52-77. google scholar
  • Lee, L. H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., ... & Hui, P. (2021). All one needs to know about me-taverse: A complete survey on technological singularity, Virtual Ecosystem, and Research Aagenda. arXiv preprint arXiv:2110.05352. google scholar
  • Ning, H., Wang, H., Lin, Y., Wang, W., Dhelim, S., Farha, F., ... & Daneshmand, M. (2021). A Survey on Meta-verse: the State-of-the-art, Technologies, Applications, and Challenges. arXiv preprint arXiv:2111.09673. google scholar
  • Owens, D., Mitchell, A., Khazanchi, D., & Zigurs, I. (2011). An empirical investigation of virtual world projects and metaverse technology capabilities. ACM SIGMIS Database: the DATABASE for Advances in Informa-tion Systems, 42(1), 74-101. google scholar
  • Pratt M. K. (2022). 10 examples of the metaverse for business and IT leaders. Retrieved April 13, 2022 from https://www.techtarget.com/searchcio/feature/Examples-of-the-metaverse-for-business-and-IT-leaders google scholar
  • Roblox (2021). The Gucci Garden Experience Lands on Roblox. Retrieved May 1, 2022 from https://blog.roblox. com/2021/05/gucci-garden-experience/ google scholar
  • Sunay, M.G. & Tezer, F. (2022). Metaverse: Marka Sahiplerini Bu Yeni Evrende Neler Bekliyor? Harvard Bu-siness Review Türkiye. Retrieved May 1, 2022 from https://www.dunya.com/kose-yazisi/metaverse-mar-ka-sahiplerini-bu-yeni-evrende-neler-bekliyor/658332 google scholar
  • Türk, G. D., Bayrakci, S., & Akçay, E. (2022). Metaverse ve Benlik Sunumu. Turkish Online Journal of Design Art and Communication, 12(2), 316-333. google scholar
  • Van Belleghem, S. (2022). 10 brands that have built awesome experiences in the metaverse. Retrieved May 3, 2022 from https://www.stevenvanbelleghem.com/blog/10-brands-that-have-built-awesome-experien-ces-in-the-metaverse/ google scholar
  • Van Rijmenam, M. (2021). 7 Consumer Brands Reinventing Marketing in the Metaverse. TheDigitalSpeaker. Retrieved May 1, 2022 from https://www.thedigitalspeaker.com/7-consumer-brands-reinventing-marke-ting-in-the-metaverse/ google scholar
  • Xi, N., Chen, J., Gama, F., Riar, M., & Hamari, J. (2022). The challenges of entering the metaverse: An experi-ment on the effect of extended reality on workload. Information Systems Frontiers, 1-22. google scholar


SHARE




Istanbul University Press aims to contribute to the dissemination of ever growing scientific knowledge through publication of high quality scientific journals and books in accordance with the international publishing standards and ethics. Istanbul University Press follows an open access, non-commercial, scholarly publishing.