Marketing potential of NFT'S
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2023-08-29
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en
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The current study examines the effect of NFTs on Customer Value, more specific four perceived benefits of Customer Value namely Functional, Financial, Social, and Individual benefits. From the Dutch population a total of 136 respondents were exposed to an experiment where one group is confronted with an offer on a resale website with an attached NFT, and one group is confronted with an offer without an NFT attached. In this way, differences between the Customer Value of the two groups were examined. No significant results were found between the direct effect of NFTs and Customer Value. The moderation effect of Authenticity is also investigated on the relationship between NFTs and the four perceived benefits of
Customer Value, but no significant results were found.
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Faculteit der Managementwetenschappen