03389ntm a22005177i 4500 000722414 CZ-PrVSE 20250614131007.0 m d cr n|||||||||| 250614s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Descoteaux, Michaël ISIS:172590 dis Integrace Metaversa do marketingových strategií luxusních značek v Jižní Koreji : Studie nové dynamiky spotřeby a tržních příležitostí eng The Integration of the Metaverse into Luxury Brand Marketing Strategies in South Korea : A Study of New Consumption Dynamics & Market Opportunities Michaël Descoteaux 2025 ?? stran : digital, PDF soubor Vedoucí práce: Andrea Escobar Rios Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This thesis aims to analyse the impact of the Metaverse on the luxury industry in South Korea. The main objective is to understand how luxury brands can integrate this emerging digital environment into their communication and promotional strategies with South Korean consumers. A qualitative survey, based on a series of interviews with around ten participants, enabled us to gather a wide range of perceptions. The results reveal a low level of enthusiasm for these virtual universes, as well as a marked lack of interest in the consumption of luxury products in this context. Several factors explain this reticence: a lack of understanding of how the Metaverse works, a lack of interest and difficulty in grasping the usefulness of luxury objects in the form of NFTs, and a certain distance from the world of luxury in general. These factors complicate the development of a coherent marketing strategy centred on the integration of these technologies. The conclusions of this study suggest that luxury brands would benefit from closely monitoring the development of the Metaverse adoption by South Korean consumers, while remaining cautious in order to avoid unprofitable investments or risks to their prestige image. Způsob přístupu: Internet international business [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Metaverse Non-Fungible Token Luxury South Korea NFT Escobar Rios, Andrea ISIS:116787 ths Martínez Pantoja, Yadira Ixchel ISIS:167046 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/88824/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/88824 Hlavní práce https://insis.vse.cz/zp/88824/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/88824/posudek/oponent/87836 Oponentura https://insis.vse.cz/zp/88824/podrobnosti dc:identifier NEPOSILAT VSKP vse88824 250613 88824