Research Information System
Thesis Type: Postgraduate
Institution Of The Thesis: Istanbul Bilgi University, Instıtute Of Socıal Scıences, Business Administration, Turkey
Approval Date: 2022
Thesis Language: English
Student: Furkan Kılıçaslan
Supervisor: Hüseyin Ekizler
Abstract:
With Covid-19, digitalization began to find a place in every industry faster than expected. Blockchain technology is creating a new opportunity for brands and creative industries as the frontrunner of digitalization. Although terms such as Blockchain, NFT and Web3, and Metaverse, which entered our lives with digitalization, are still very new, it stands out as a frontrunner that will create a paradigm shift from standard business models. Blockchain technologies can create a new opportunity for brands and creative industries with the innovative approach that is driven by scarcity, a new medium to connect with fans, and decentralized distribution power.
The paper examines the basis of concepts such as blockchain and NFT, Web3, and Metaverse, which were born with blockchain. It offers insight into how these technologies can create new market forces and opportunities for brands in terms of scarcity, loyalty, the purchasing experience, and perceived brand equity.