"Metaverse" Platformlarının Pazarlama Karması Bağlamında Çok Kriterli Karar Verme Yöntemleriyle İncelenmesi.

Digital marketing activities, which stand out among the current century's trends, boost the competitiveness of companies. Parallel to technological advancements, the level of participation of businesses in digital marketing activities is regarded as critical in terms of providing advantages over competitors and having high return rates. The purpose of this study is to look into the digital marketing capabilities of selected Metaverse platforms using criteria based on marketing mix components (product, price, place and promotion). The analyses were performed using Entropy and CoCoSo methods. The Entropy method was used to weight Metaverse criteria (total supply, social media, unit price, market value, average number of transactions, average number of addresses, average ownership period, percentage of small investors) on the "Binance" and "Intotheblock" platforms. According to the CoCoSo method results, the Metaverse platforms' success rankings are "MANA, SAND, GHST, AXS, SLP, ALICE and ILV". Furthermore, it has been concluded that multi-criteria decisionmaking methods in the context of marketing mix can be used to evaluate Metaverse platform digital marketing performance. In addition to these, the study revealed that successful results can be obtained with multi-criteria decision-making methods in addition to the questionnaires used extensively in literature in measuring marketing success. [ABSTRACT FROM AUTHOR]