A study on consumers' attitudes and evaluations of marketing activities in the metaverse universe

The concept of metaverse has been actively discussed since 2010 and is becoming popular thanks to increasing digitalization. Research on Metaverse emphasizes that experts in their fields from many different sectors underline that the future is in the Metaverse. In this direction, businesses began to move their marketing activities to the Metaverse universe. This study aims to measure consumers' attitudes towards marketing activities carried out in Metaverse. For this purpose, the data collected using survey management in the study; It was used to measure consumers' attitudes and evaluations regarding marketing activities carried out in the metaverse, along with the variables of trust, intention, perceived usefulness and perceived ease of use. The survey was conducted with 445 participants throughout Türkiye, and participants were reached from different cities. The survey includes a total of 41 questions and expressions, including 30 Likert-type expressions, 7 demographic characteristics, 1 filter question (yes/no), and 4 questions about Metaverse awareness. The research model has been tested using Structural Equation Modeling . Additionally, to examine differences based on demographic characteristics, t-tests and ANOVA have been conducted. According to the findings of the research, consumers' attitudes towards the Metaverse universe were determined and suggestions were shared for businesses that are considering moving their marketing activities to Metaverse.