The Metaverse Within the SWOT Framework
Deniz Ünal Adıgüzel · Advances in marketing, customer relationship management, and e-services book series · 2024
Metaverse is a huge virtual world in which humans and digital twins (avatars) will interact in real-time, a world created by humans that exists beyond the analog world we live in, where individuals are lonely but also social, with humanoid appearances, traditions, and taboos, but also without rules and boundaries. It is a completely different, relatively free, relatively unregulated virtual world. The interaction of consumers in virtual spaces and the companies investing in this field have not only made some research in this field mandatory but also caused questions to arise in people's minds. The focus of the study is the excitement and anxiety of consumers. In general, the aim is to define the metaverse concept that will affect consumers and the positive and negative effects of the metaverse concept on consumers. On this basis, the concept of the metaverse will be approached from a SWOT perspective and predictions will be made regarding the situations that may be encountered in the metaverse field soon.