KOREASCHOLAR

NOT ALL NFTS ARE EQUALLY PREFERRED: THE ROLE OF SOCIAL NETWORKING SITE USAGE

Fang-Chi Lu, Jooyoung Park
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422668
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.577-582
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research demonstrates that consumers with high (vs. low) usage of social networking sites (SNSs) prefer NFTs representing a partial but the only digital piece (vs. one of the limited digital copies) of artwork. NFT uniqueness is identified as the psychological mechanism underlying the SNS usage effect on NFT preference.

Keyword
Art NFTSocial media usageUniqueness
Author
  • Fang-Chi Lu(University of Melbourne, Australia)
  • Jooyoung Park(Peking University HSBC Business School, China)