Metaverse Dinamikleri Bağlamında Sosyal Medya ve Dijital Reklamcılığın Geleceği Üzerine Bir İnceleme

Abstract

The development of new communication technologies has an impact on social and professional life dynamics. In this context, the spread of the internet and mobile devices and the popularity of social media platforms have been decisive on user habits, as well as creating a need for the development of alternative channels in the advertising industry. After the Facebook company, which has a very important position in the field of social media, took the name Meta and started to define itself as a metaverse-oriented technology company, there was an increase in metaverse investments and this ecosystem started to attract more attention. The aim of this research is to conduct an examination on the future of social media and digital advertising, which is expected to be reshaped with metaverse dynamics. In this context, the opinions of eight experts working in the fields of social media and digital advertising were consulted in the research, which was carried out using the in-depth interview technique, one of the qualitative research methods. In the research, it is aimed to discuss the progress of the metaverse field and the changes that will occur in these two sectors through predictions. According to the research findings, experts predict that the metaverse field will gain importance in social media and digital advertising activities and virtual reality technologies will come to the fore in time. In line with expert opinions, it is concluded that social media will have a more intense place in the lives of individuals, new advertising forms will be formed in digital advertising, and new virtual characters such as virtual influencers will become increasingly important in marketing activities. In addition, the opinions of industry experts reveal that virtual worlds and artificial intelligence technologies will be more decisive in the future and that the metaverse world is a structure that will develop and grow with the interaction of users.