The Rebranding of Facebook and the Metaverse Project

Antal Krisztián (2024) The Rebranding of Facebook and the Metaverse Project. Faculty of Commerce, Catering and Tourism.

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Abstract

One of the latest trends of corporations is the utilization of recently hyped technological ideas, like metaverses, generative artificial intelligence, and the blockchain, trying to integrate these into their research and development and trying to be the first who bring the „next big thing” to the consumers. Meta, formerly known as Facebook, rebranded and made it their priority to bring the Metaverse to life in the following years, spending billions of dollars on their virtual reality devices, advertising materials, and Horizon Worlds, their metaverse game. This research paper aims to fill a gap related to research on the efficacy of advertising materials and marketing tools used by Meta for the popularization of the Metaverse. This was done by a case study, a literature review of existing metaverse research, and a questionnaire to measure social media users’ attitudes towards the Metaverse Contrary to the amount of money spent on the Metaverse and its advertising, people don’t seem to want what Meta has put forward so far, making the Metaverse an ambitious, but costly and largely unsuccessful endeavor.

Institution

Budapest Business University

Kar

Faculty of Commerce, Catering and Tourism

Department

Kereskedelem Tanszék

Tudományterület/tudományág

UNSPECIFIED

Szak

Kereskedelem és marketing

Item Type:	Thesis (UNSPECIFIED)
Uncontrolled Keywords:	21th century, marketing strategy, online marketing, rebranding, Virtual Reality
SWORD Depositor:	Archive User
Depositing User:	Archive User
Date Deposited:	2024. Jul. 15. 10:05
Last Modified:	2024. Jul. 15. 10:05

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