What is the metaverse and how is it shaping the future of marketing; the role of cultural codes in virtual experiences: a cross cultural case study
Gonzales Sepulveda, Marielisa (A.A. 2021/2022) What is the metaverse and how is it shaping the future of marketing; the role of cultural codes in virtual experiences: a cross cultural case study. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Paolo Peverini, pp. 80. [Master's Degree Thesis]
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Abstract/Index
Virtual reality. The virtual reality world. Key factors in a VR customer experience. Virtual reality continuum–VR types. Challenges and risks in VR. Consumer’s resistance & acceptance: is virtual reality the future of marketing? Modern VR trends in marketing. Branding trough 3D metaverse platforms. Metaverse withing the marketing field. Avatars are key. Use of models to understand how metaverse can be used in the marketing context. Where is the metaverse heading? Methodology. Analysis and results. The analysis process. Discussion for in-depth interviews. Discussion for brandscape. Strengths and limitations of the information.
References
Bibliografia: pp. 64-75.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Integrated marketing communication |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Dello Russo, Silvia |
| Academic Year: | 2021/2022 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 15 Nov 2022 16:25 |
| Last Modified: | 15 Nov 2022 16:25 |
| URI: | https://tesi.luiss.it/id/eprint/33890 |
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