A comparative study: Opinion of managers on the impact of Metaverse on consumer purchasing behavior in Turkey and Kuwait

Comparative research has been made between the Turkish and Kuwaiti context regarding the Impact of Metaverse on Consumer Purchasing Behavior using the Opinion of Managers in Turkey and Kuwait. This study examines the differences between the impact and affect that Metaverse would introduce to the Turkish and Kuwaiti consumer purchasing behavior, including whether those two markets would adapt to the Metaverse and what factors of consumer purchasing behavior would be altered due to Metaverse retailing. The study used fifteen semi-structured interviews including eight interviews from interviewee based in Turkey and eight based in Kuwait. Some Internal and external factors are influencing customer purchase behavior in the context of metaverse retailing. Kuwait markets are adaptive to metaverse technology advancement however it requires a set of privacy and security policies to be enhanced. Turkish market would also adaptive but consideration of the costs of immersive technology devices are required to serve cost effective users. The advertisement through a huge space such as metaverse provides an unlimited area to create an opportunity to be a part of marketing communication through involving creative ways to engage customers. As much as the virtual world allows opportunities to brand to customize and personalized experiences, it would possibly arise problems and unwanted experience. In fact, any new technology arises both positive and negative experiences or impact on customers behavior.