Community and Consumer Dynamics in NFTs: Understanding Digital Asset Value Through Social Engagement DOI Creative Commons

Kristina Brahmstaedt

Journal of Consumer Behaviour, Год журнала: 2025, Номер unknown

Опубликована: Март 18, 2025

ABSTRACT While non‐fungible tokens (NFTs) have emerged as a significant blockchain application, research has largely focused on market dynamics rather than consumer behavior. Through in‐depth interviews with 21 NFT consumers and netnographic analysis of Discord interactions (109,517 words), this study develops comprehensive framework explaining the evolution from initial purchase to sustained or discontinued interest in NFTs. The findings reveal that while profit expectations drive purchases, strong community bonds social identity formation are crucial for maintaining engagement. Specifically, active participation, both before after creates self‐reinforcing cycle where engagement directly influences valuation. However, unfulfilled perceived abandonment by project leaders often lead disillusionment. extends Need‐to‐Belong Social Identity Theory digital asset context, demonstrating how communities serve platforms expression emotional support, transcending purely financial motivations. For practitioners, suggest sustainable projects should prioritize building transparent leadership over short‐term speculation. This provides first longitudinal behavior, offering insights into assets can create enduring value through merely speculative trading.

Язык: Английский

Bridging the Virtual and the Real: The Impact of Metaverse Sports Event Characteristics on Event Marketing Communication Effectiveness DOI Creative Commons
Zeyang Li,

Lei Jia

Communication & Sport, Год журнала: 2025, Номер unknown

Опубликована: Март 3, 2025

With the rapid development of Metaverse technology, sports industry has gradually integrated it to enhance event experiences and fan engagement. This study aims explore impact characteristics in events on immersion, satisfaction, team attitude. used questionnaire survey, collecting data from 1208 participants MZ generation (age 18–42) who had experience Korea, including Koreans foreigners studying working Korea. The SEM analysis results revealed that relational transcendence a significant positive effect while cognitive image significantly influenced spatial immersion. Spatial immersion personal also satisfaction. Further showed both satisfaction effects Additionally, low-engagement consumers showing stronger perceptions immersive consumer foster more attitude toward team. Future marketing strategies should consider integration virtual real experiences, providing deeply interactive personalized for with varying levels

Язык: Английский

Процитировано

0
Community and Consumer Dynamics in NFTs: Understanding Digital Asset Value Through Social Engagement DOI Creative Commons

Kristina Brahmstaedt

Journal of Consumer Behaviour, Год журнала: 2025, Номер unknown

Опубликована: Март 18, 2025

ABSTRACT While non‐fungible tokens (NFTs) have emerged as a significant blockchain application, research has largely focused on market dynamics rather than consumer behavior. Through in‐depth interviews with 21 NFT consumers and netnographic analysis of Discord interactions (109,517 words), this study develops comprehensive framework explaining the evolution from initial purchase to sustained or discontinued interest in NFTs. The findings reveal that while profit expectations drive purchases, strong community bonds social identity formation are crucial for maintaining engagement. Specifically, active participation, both before after creates self‐reinforcing cycle where engagement directly influences valuation. However, unfulfilled perceived abandonment by project leaders often lead disillusionment. extends Need‐to‐Belong Social Identity Theory digital asset context, demonstrating how communities serve platforms expression emotional support, transcending purely financial motivations. For practitioners, suggest sustainable projects should prioritize building transparent leadership over short‐term speculation. This provides first longitudinal behavior, offering insights into assets can create enduring value through merely speculative trading.

Язык: Английский

Процитировано

0