Application of behavioral economics principles for marketing purposes in international companies

Thesis title: Application of behavioral economics principles for marketing purposes in international companies
Author: Kutluay, Sezen
Thesis type: Diploma thesis
Supervisor: Machek, Martin
Opponents: Kolouchová, Daniela
Thesis language: English
Abstract:
Although behavioural economics principles have been applied for marketing purposes over the years, a more methodical approach to use them can reveal tremendous benefits. The master’s thesis is conducted with the aim to analyze the application of behavioural economics principles for marketing purposes in international companies and provide suggestions on how behavioral economics principles can be applied to metaverse marketing. Qualitative benchmarking analysis as well as expert interviews have been combined to reach the goal of the research. The result of the study shows that the current focus of companies in the metaverse is creating a brand image. However, making a profit will be their main goal in the long run. Considering how current users of the metaverse are enthusiastic about the metaverse's adoption to everyday activities, it is important to understand how behavioral economics principles can be used in the metaverse for marketing purposes systematically to help achieving companies’ goals. The findings of this thesis may help marketers to comprehend the potential usage of behavioral economics principles in the metaverse.
Keywords: Behaviour economics principles; metaverse; consumer behaviour; metaverse marketing; marketing
Thesis title: Application of Behavioral Economics Principles for Marketing Purposes in International Companies
Author: Kutluay, Sezen
Thesis type: Diplomová práce
Supervisor: Machek, Martin
Opponents: Kolouchová, Daniela
Thesis language: English
Abstract:
Although behavioural economics principles have been applied for marketing purposes over the years, a more methodical approach to use them can reveal tremendous benefits. The master’s thesis is conducted with the aim to analyze the application of behavioural economics principles for marketing purposes in international companies and provide suggestions on how behavioral economics principles can be applied to metaverse marketing. Qualitative benchmarking analysis as well as expert interviews have been combined to reach the goal of the research. The result of the study shows that the current focus of companies in the metaverse is creating a brand image. However, making a profit will be their main goal in the long run. Considering how current users of the metaverse are enthusiastic about the metaverse's adoption to everyday activities, it is important to understand how behavioral economics principles can be used in the metaverse for marketing purposes systematically to help achieving companies’ goals. The findings of this thesis may help marketers to comprehend the potential usage of behavioral economics principles in the metaverse.
Keywords: Behaviour economics principles; metaverse; consumer behaviour; metaverse marketing; marketing

Information about study

Study programme: Management
Type of study programme: Magisterský studijní program
Assigned degree: Ing.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Business Administration
Department: Department of Marketing

Information on submission and defense

Date of assignment: 28. 11. 2022
Date of submission: 15. 5. 2023
Date of defense: 7. 6. 2023
Identifier in the InSIS system: https://insis.vse.cz/zp/82942/podrobnosti

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