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http://dx.doi.org/10.14400/JDC.2022.20.1.285

A Case Study on Metaverse Marketing of Jewelry Brand  

Kang, Hye-Rim (Department of Arts & Crafts, Sookmyung Women's University)
Publication Information
Journal of Digital Convergence / v.20, no.1, 2022 , pp. 285-291 More about this Journal
Abstract
The Purpose of this Study is to explore the new direction for Metaverse marketing and I analyze case of Metaverse marketing focusing on jewelry brand and changes of IT technology for Metaverse Roadmap 2.0. Based on the analyzed marketing strategy, jewelry brands compare and study Metaverse marketing cases to draw implications. As a result of the study, successful Metaverse marketing provides a personalized experience in the virtual space and is accompanied by analysis of the customer journey, and this can be confirmed in the case of global brand. As a future research direction, Through in-depth research on marketing ROI(Return On Investment), I contribute to enhancing the competitiveness of jewelry brand.
Keywords
Jewelry Brand; Metaverse Marketing; Virtual Reality; BVLGARI; Golden dew; LLOYD;
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