Pregledni rad
THE INFLUENCE OF SOCIAL MEDIA ON CONSUMERS THROUGH THE NEW TREND OF VIRTUAL REALITY
Ante Rončević
orcid.org/0000-0003-2527-9506
; Sveučilišni centar Varaždin, Sveučilište Sjever, Ulica 104. brigade 3, 42000 Varaždin, Hrvatska
Petra Furdi Šafarić
orcid.org/0009-0001-8747-1918
; Sveučilišni centar Varaždin, Sveučilište Sjever, Ulica 104. brigade 3, 42000 Varaždin, Hrvatska
Darijo Čerepinko
; Sveučilišni centar Varaždin, Sveučilište Sjever, Ulica 104. brigade 3, 42000 Varaždin, Hrvatska
Sažetak
Information and communication technologies have made it easier to connect consumers and brands. Today, these are sophisticated social channels that companies must adapt to if they want to retain their customers. Social media is one of the factors that greatly influence consumers and their behavior. It can be said that people nowadays live in parallel worlds, the real one and the virtual one, which is why new technologies, such as virtual reality, open up revolutionary marketing and sales channels. Consumers are spending more and more time online, making this an ideal time to test new internet possibilities such as the Metaverse, virtual worlds that have not yet reached their maximum potential and are described as the pinnacle of the internet, entertainment, education and e-commerce. Therefore, the Metaverse is an area of commerce that will grow the most in the future, especially attracting the attention of large
brands that want a greater digital presence on the market. The main goal of this paper is to determine the impact of social media on consumer behavior, how are consumers already using virtual reality, and how willing they are to accept new forms of commerce in the Metaverse virtual world. The paper is divided into two sections. The theoretical part explains the concepts of social media, virtual reality and their impact on consumers, while the second part presents the results of a quantitative survey conducted through a questionnaire to determine the extent of this impact on consumers in the Croatian market.
Ključne riječi
social media; consumers; virtual reality; Metaverse
Hrčak ID:
295873
URI
Datum izdavanja:
17.3.2023.
Posjeta: 961 *