MARKETING STRATEGIES OF BANKS IN THE PERIOD OF METAVERSE, BLOCKCHAIN, AND CRYPTOCURRENCY IN THE CONTEXT OF CONSUMER BEHAVIOR THEORIES

The banking sector is one of the sectors that follows and adapts to technology the most, using it to develop solutions for problems. With the development of information and communication technologies, telephone banking, internet banking, EFT, Call Centers, and ATMs can be given as examples of banks’ technologies. With the introduction of Web 2.0 into our lives, the banks’ advertisements, which have increased their service quality by using cloud solutions and mobile applications, are generally based on the theme of “the bank that solves the problems of consumers quickly and reliably with the help of technology”. Banks that work with data warehouses, in the background, use artificial intelligence-supported applications to be active 24/7 in call centers and offer voice assistant services which now have Web 3.0 technologies at their disposal. It is thought that with the development of new concepts and related technologies such as Metaverse, Blockchain, and Crypto money, which are mentioned together with the Web 3.0 infrastructure, the banking sector will make innovations both in its services and in the marketing of these services. This study aims to reveal new marketing activities and strategies waiting for the banking sector to focus on technologies such as Metaverse, Blockchain, and Cryptocurrency. In addition, in the light of consumer behavior models, predictions will be made about how consumers and banks will meet in the metaverse world and what awaits the parties. The study is unique both in terms of the relationship between the concepts it contains and the research question. It is thought that this situation will contribute to the literature and help possible future studies. In addition, in the conclusion part, a new concept is defined under the name of Metaverse Marketing.