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    Assessing the utilization of metaverse in enhancing marketing practices: Cases from an emerging market
    (IGI Global, 2024) Arsal, Riza Ergun; Aydin, Asli Elif
    The purpose of this chapter is to explore the evolving landscape of marketing in the metaverse era. Metaverse applications of marketing activities from various industries are examined with cases from an emerging country. Beginning with an evaluation of marketing practices leading up to the metaverse, the chapter examines the transition from traditional methods to digital, social media, and mobile marketing strategies. It then delves into the myriad uses of the metaverse for marketing practices, highlighting immersive experiences, gamification, virtual commerce, and personalized engagement. Recent examples showcase how brands are leveraging virtual environments to connect with consumers in innovative ways. Last, expected challenges for companies are discussed. Concluding remarks offer recommendations for marketing practitioners, particularly in emerging countries, emphasizing the importance of embracing emerging technologies and adapting strategies to leverage the opportunities presented by the metaverse for effective brand engagement and consumer interaction. © 2024, IGI Global.
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    Organizational Enablers of Data-Driven Digital Transformation: A Case Study from Banking Industry
    (IEEE, 2022) Arsal, Riza Ergun; Durdu, Huseyin Tolga; Tongarlak, Mustafa Hayri
    Digital transformation has become a high priority strategic initiative for organizations that aims to utilize data-driven decision-making capabilities to improve business performance. This study investigates the organizational enablers of a data-driven transformation initiative through a case study conducted over two years in a consumer bank in Turkey. Our findings indicate that top management support, collaboration among stakeholders and possessing high levels of data and digital literacy are paramount to the success of such initiatives. While management support has been found to have stronger impact in the initial stages of the process, collaboration within and between all functions as well as data and digital literacy prove to be more critical in later stages. Our study also reveals that data literacy is a harder to develop skillset yet more important than digital literacy in instilling a data-driven decisionmaking culture.