在元宇宙环境中进行新的沉浸式酒精营销和商业
Taisia Huckle1, Kristen Mummert1, Antonia Lyons2
1Shore & Whariki Research Centre, College of Health, Massey University, Auckland, New Zealand.
Drug and alcohol review
|November 4, 2024
概括
酒精公司正在使用虚拟饮酒和NFT等沉浸式策略在元宇宙中进行营销. 需要进一步的研究来了解对用户体验和饮酒行为的影响.
科学领域:
- 数字营销 数字营销 数字营销
- 虚拟环境 虚拟环境
- 消费者行为 消费者行为
背景情况:
- 超级世界正在成为数字营销的新前沿.
- 酒精公司正在积极探索这些虚拟空间进行促销活动.
研究的目的:
- 确定检测酒精营销在元宇宙中的方法.
- 在这些虚拟世界中对当前的酒精营销策略进行分类.
- 分析元宇宙酒精营销中占主导地位的主题和含义.
主要方法:
- 探索性研究设计涉及系统的阿凡达导航跨越元宇宙.
- 酒精销售实例的文档和编码.
- 对研究人员关于营销摘录的讨论进行主题分析.
主要成果:
- 在Decentraland和Sandbox发现的酒精营销,包括海因肯和何塞·库尔沃等品牌.
- 营销策略包括沉浸式商业,虚拟饮酒,NFT和品牌游戏体验.
- 关键主题是沉浸式品牌,通过任务参与,模拟饮酒和商业.
结论:
- 酒精公司正在使用创新的,沉浸式营销技术在元宇宙.
- 这些metaverse营销策略对用户体验和饮酒行为的影响仍然未经调查.
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