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 |