Abstract


INFLUENCER MARKETING IN THE AGE OF METAVERSE: BEYMENVERSE AND META-INFLUENCER BELLA

The Metaverse, which is set to play a significant role in various domains from social media to professional work life and social relationships, will substantially influence fields including influencer marketing. This research explores the integration of influencer marketing within the Metaverse, focusing on Beymen, a Turkish fashion brand, and its virtual influencer, Bella, in the Decentraland platform. The study examines how Beymen adapted its marketing strategies to the digital world, particularly through the creation of a meta-influencer in the evolving space of the Metaverse. By analyzing Beymen's digital campaign, including social media interactions and virtual events in Decentraland, the research highlights the potential of influencer marketing in this new realm. The study reveals how Beymen utilized computer-generated imagery (CGI) technology to craft unique virtual experiences in the BeymenVerse, aiming to attract and engage fashion enthusiasts. It also discusses the challenges and opportunities of influencer marketing in the Metaverse, a domain marked by rapid technological advancements and evolving user interactions. The research contributes to the understanding of digital marketing strategies in virtual environments, emphasizing the role of influencers and the increasing importance of virtual and augmented reality technologies in shaping consumer experiences.



Keywords

Metaverse, influencer marketing, meta-influencer, web 3.0 technology





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