Metaverse as a new channel in terms of brand communication

In line with the economic and technological changes experienced, the demands, needs and purchasing behaviors of consumers also vary. In this variability, companies need to have dynamic strategies to increase both their awareness and their market share.One of the most important of these strategies is the strategy created for brand communication. Brand communication strategies that are created correctly and dynamically are successful when the brand analyzes customer perception and habits that change with technological developments well and makes the right investments. With the developments in this context, new communication channels are emerging. Of these, it is possible to say that the most recent and popular channel is the Metaverse platforms. On the other hand, millions of people around the world do not know the meaning of the concept of "Metaverse". Despite this, Metaverse platforms are quickly included in brand communication strategies by quite important brands. This shows that the concept of "Metaverse" will be of even greater importance in the future in terms of brand communication. In this context, it is important for brands to follow the developing technology today and to analyze the Metaverse platforms well as to make investment plans for brand communication as a new channel in brand communication and to start making investment plans for the future of brands. This study; It aims to make a historical and sociological evaluation of the brand communication dimension of metaverse platforms and to make a textual analysis of prominent metaverse platforms in terms of brand communication. For this purpose, firstly, information is given about the concepts of brand and brand communication, and then traditional and new channels of brand communication are discussed. In the next part of the study, the historical development of the concept of metaverse is examined and the prominent metaverse platforms; Roblox, Decentraland, The Sandbox and Epic Games platforms are evaluated in terms of brand communication.