The effect of digital marketing on consumer perception metaverse and technology acceptance model (TAM)

The marketing environment has shifted significantly over the past decade. Print media gave way to email marketing, which then gave way to social media marketing and the world's most advanced digital marketing strategy is anticipated to be metaverse marketing therefore, this makes very vital that business's long-term plan should include a focus on digital marketing transformation. The 'Metaverse,' a hyper-connected digital world, holds the potential to profoundly alter how consumers, brands, and businesses will conduct business and engage in a flawlessly connected space of virtual realities. The potential of the metaverse is being driven by two trends: (i) consumers engaging in and conducting business in virtual environments; and (ii) businesses investing millions of dollars in creating technology connected to the metaverse. There is, however, a lack of clarity regarding the current scope of the metaverse and the consequent implications for marketing practice and research in Turkey due to its rapid evolution and it resulted as worldwide businesses, but especially those in Turkey, rely their marketing efforts on internet of things (IoT) and simple digital tools. The purpose of this study is to assess, via the use of TAM variables, the impact that Metaverse has on consumer perception and attitude. This thesis will serve as the foundation for an experimental study to ascertain whether companies need to adapt their marketing strategy to include AI - based and cutting-edge technology like virtual and augmented realities. In order to assess the potential of Metaverse in business marketing tactics, the study proposes an organizing framework for the developing metaverse by integrating the results of a thorough literature survey across several disciplines and the professional opinions of leading business figures. The author then discusses the consequences for marketing practice of how the metaverse affects consumer perception and overall intention toward specific items. At the end of the study, findings will be statistically examining the impact of marketing techniques on consumers' attitudes and behavior intentions toward them.