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master's thesis
Metaverzum kao oblik multimedijskog marketinga
Diplomski rad
2024. urn:nbn:hr:145:385076
Glavaš, Marko
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Glavaš, M. (2024). Metaverzum kao oblik multimedijskog marketinga : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:385076

Glavaš, Marko. "Metaverzum kao oblik multimedijskog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:385076

Glavaš, Marko. "Metaverzum kao oblik multimedijskog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:385076

Glavaš, M. (2024). 'Metaverzum kao oblik multimedijskog marketinga : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 17 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:385076

Glavaš M. Metaverzum kao oblik multimedijskog marketinga : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 March 17] Available at: https://urn.nsk.hr/urn:nbn:hr:145:385076

M. Glavaš, "Metaverzum kao oblik multimedijskog marketinga : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:145:385076

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Metadata
TitleMetaverzum kao oblik multimedijskog marketinga : Diplomski rad
Title (english)The Metaverse as a Form of Multimedia Marketing : Graduate paper
AuthorMarko Glavaš
MentorDavorin Turkalj (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2024-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Dugi niz godina živimo u dva svijeta, fizičkom i digitalnom. Sada ulazimo u doba koje karakterizira spajanje tih svjetova. Kako se tehnologija ubrzano mijenja, tako raste i potreba za prilagodljivošću i fleksibilnošću. Unatoč tome, mnogi korisnici nisu svjesni postojanja virtualnih svjetova, dok drugi ignoriraju tehnološke promjene. Ipak, virtualna stvarnost (VR) i proširena stvarnost (AR) sve su prisutnije teme u javnosti. Uz to, umjetna inteligencija (AI) tek je počela pokazivati svoje... More mogućnosti, olakšavajući naš svakodnevni život. U ovom kontekstu, koncept metaverzuma postaje sve popularniji među onima koji su svjesni virtualnih svjetova i spremni su ih prihvatiti. Metaverzum posjeduje značajke singulariteta, predstavljajući računalno generiranu stvarnost u kojoj se korisnici mogu sastajati kao avatari i međusobno djelovati. Iako se 3D virtualni svijet često uspoređuje s videoigrama, njegova svrha bit će daleko šira. Ključne primjene metaverzuma uključuju obrazovanje, medicinu, otvaranje novih radnih mjesta, turizam, ekonomiju i druge sektore. Metaverzum će također utjecati na buduće marketinške kampanje. Neki brendovi već su prepoznali potencijal ovog koncepta i uspješno su se okušali u virtualnim svjetovima. Cilj rada je pružiti sveobuhvatno razumijevanje potencijala metaverzuma kao platforme za multimedijski marketing, identificirajući kako ovaj novi oblik digitalnog okruženja može oblikovati budućnost marketinških strategija. Spajanje fizičkog i digitalnog svijeta kroz tehnologije poput virtualne stvarnosti, proširene stvarnosti i koncepta metaverzuma postavlja temelje za potpuno novu dimenziju ljudske interakcije, poslovanja i svakodnevnog života. Ova tematika je slabo zastupljena među domaćim autorima, što ovom diplomskom radu omogućuje postavljanje temelja za buduća istraživanja, ali i upoznavanjem novih korisnika s konceptom metaverzuma. Kombinacija sekundarnih izvora i primarnog istraživanja daje zaključcima dodatnu težinu. Nadalje, u svrhu ovog diplomskog rada provedeno je i primarno istraživanje, a prema rezultatima istraživanja možemo zaključiti kako su korisnici zabrinuti i nisu upoznati s nadolazećom tehnološkom revolucijom. Less
Abstract (english)
For many years, we have lived in two worlds, the physical and the digital. Now, we are entering an era characterized by the merging of these worlds. As technology rapidly evolves, the need for adaptability and flexibility grows. Despite this, many users are unaware of the existence of virtual worlds, while others ignore technological changes. Nevertheless, virtual reality (VR) and augmented reality (AR) are increasingly prevalent topics in public discourse. Additionally, artificial... More intelligence (AI) has just begun to demonstrate its capabilities, making our everyday lives easier. In this context, the concept of the metaverse is becoming increasingly popular among those who are aware of virtual worlds and are ready to embrace them. The metaverse possesses features of singularity, representing a computer-generated reality where users can meet as avatars and interact with each other. Although the 3D virtual world is often compared to video games, its purpose will be far broader. The key applications of the metaverse include education, medicine, job creation, tourism, the economy, and other sectors. The metaverse will also influence future marketing campaigns. Some brands have already recognized the potential of this concept and have successfully ventured into virtual worlds. The goal of this paper is to provide a comprehensive understanding of the potential of the metaverse as a platform for multimedia marketing, identifying how this new form of digital environment can shape the future of marketing strategies. The merging of the physical and digital worlds through technologies such as virtual reality, augmented reality, and the concept of the metaverse lays the foundation for an entirely new dimension of human interaction, business, and everyday life. This topic is underrepresented among domestic authors, which allows this thesis to lay the groundwork for future research and introduce new users to the concept of the metaverse. The combination of secondary sources and primary research gives additional weight to the conclusions. Furthermore, for the purpose of this thesis, primary research was conducted, and according to the results, we can conclude that users are concerned and unfamiliar with the upcoming technological revolution. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:385076
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-01-22 09:21:33
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