Leveraging NFTs for destination brand love: the roles of gratifications, cultural contact and destination image

Purpose Non-fungible tokens (NFTs) are the most promising phenomenon representing ownership of virtual goods or digital assets. This study aims to empirically examine the factors influencing NFT adoption among customers in the “National Capital Region,” India. Design/methodology/approach The researchers collected data for this quantitative study through a “self-administered questionnaire” from 303 NFT customers in India. The research applied “partial least squares-structural equation modeling (PLS-SEM)” to investigate and validate the hypotheses. Findings The outcomes exhibited that trust, perceived playfulness and customer innovativeness significantly influence attitude and purchase intention toward NFTs. However, perceived risk insignificantly affects both attitude and purchase intention toward NFTs. Besides, attitude and purchase intention significantly influence actual purchase behavior toward NFTs. Practical implications The finding facilitates stakeholders (such as customers, practitioners and service providers) to advance the academic understanding of NFT services, including refining pricing strategies and customer preferences and aligning marketing approaches with identified trends in the NFT market. This study also sheds light on NFT services that can help attain the “Digital India mission” of the Indian government. Originality/value To the authors’ knowledge, no prior efforts have been made to formulate a conceptual model to recognize the factors influencing the actual purchase behavior of customers toward NFT services in India. This paper significantly contributes to the existing literature by addressing this research gap, offering valuable insights, broadening the understanding of NFT adoption and providing a strategic framework for future market development.

PurposeThis research aims to examine how financial literacy moderates the mediation of attitude toward virtual influencers’ non-fungible tokens (NFTs) or ATB on the relationship between purchase intention and self-congruity, which includes symbolic representation, self-image congruence and emotional value. Initially, we investigated the mediation effect of ATB on the relationship between self-congruity and purchase intention. Subsequently, we analyze how financial literacy moderates this mediation process.Design/methodology/approachThe study employed a sample of 383 virtual influencers’ fans and applied a partial least square structural equation model (PLS-SEM) along with robustness tests to test the research hypothesis. The analysis is based on the moderated mediation framework.FindingsThe findings are intriguing for several reasons. First, it reveals that only self-image congruence positively affects purchase intention, contrary to existing self-congruity theory literature. The relationship between self-image congruence and purchase intention is a direct relationship with no mediation effect of ATB. Second, ATB fails to mediate the self-congruity effect on purchase intention. Third, financial literacy has a negative relationship with purchase intention, indicating that fans of virtual influencers with higher financial literacy are less likely to purchase virtual influencers’ NFTs due to more critical investment evaluations. We also argue that financial literacy discards the consumption behavior effect from self-congruity variables on purchase intention.Research limitations/implicationsThe study contributes to the literature by emphasizing the significance of financial literacy on purchase intention under the self-congruity framework. It also surmises that self-image congruence does matter for the purchase intention of a virtual influencer’s NFT. However, further research could validate findings by studying broader NFT investors, incorporating fandom and impulse buying variables and examining actual NFT purchases against planned behavior.Practical implicationsThis research is crucial for virtual influencers’ NFT creators, marketers and fans by providing insights for evaluating virtual influencers’ creators’ decision to pursue NFT markets. The findings reveal that the creators of virtual influencers should reconsider pursuing the NFT market, as self-congruity may not be a driving factor. Notably, our findings imply that a virtual influencer’s NFT is significantly different from a virtual influencer's merchandising business.Originality/valueThe originality of this study lies in extending the self-congruity within the NFT context, investigating how financial literacy moderates the mediation of ATB on the self-congruity-purchase intention relationship. It challenges self-congruity theory by showing that despite fans feeling aligned with virtual influencers, high financial literacy reduces the congruence.

Non-Fungible Tokens (NFTs) have reached enormous levels of interest all over the world; The attraction was huge besides buying or creating an NFT. However, the actual use requires consideration of many aspects and sources to make decisions and engage in the NFT market. Moving forward and selecting what to create or where to buy, it is necessary to assess the NFT and whether it is worth investing in or not. On the other hand, Metaverse has become a trending topic and market interest has increased dramatically. However, NFT is crucial to enable the Metaverse; NFT approved its essential to the success of Metaverse adoption. In conclusion, this choice is complicated, especially when it involves extensive knowledge and information from different sources and perspectives (Engineering and Social Science). Some aspects are related to the customer experience and trust, and others are more likely to be asset-related. As we look at the blockchain market, we distinguish a variety of platforms and applications that can be used conveniently, presenting numerous options and possibilities. That brings to mind some ideas and asks some questions to assist the engagement in the NFT metaverse; When is the best moment to engage in the NFT metaverse? Is trading or engaging in the NFT metaverse trustworthy? Is it legal to use and trade NFTs, is there any need for governments to get involved? What NFT piece should create or what price to buy? What is the best and most secure platform to use? Assessing the NFTs requires deep research into different sources of controversial information and data. However, no such reference or study covers these considerations in detail; the lack of trusted resources and knowledge impacts the user experience and engagement. This paper contributes to social science studies by performing a multi-factor (comprehensive) analysis that includes the NFT Metaverse engagement decision and user behavior. We are using an extended model of the theory of planned behavior (TPB), proposing a model which includes external factors to help identify the variables that influence the engagement with NFTs in the metaverse. This comprehensive study has a multi-perspective approach; customer perspective, social perspective, technology perspective, legal perspective, and market perspective. We present extensive knowledge and information to be a helpful piece of awareness for everyone who intends to buy, invest, or create an NFT. This study uses a quantitative analysis method and provides meaningful results explaining this dilemma and the reasons behind the massive adoption of NFT and its fluctuation worldwide. This work helps the decision-makers, creators, and investors consider new development perspectives in the NFT metaverse. The methodology used primary survey data and analyzed with Smart-PLS 4 to determine variance-based structural equation modeling (SEM) using the partial least squares path modeling (PLS) method.

This study explores the tourist experiences within Kinabalu Park, Sabah, with a particular focus on Word-of-Mouth Intentions (WOM). By examining various dimensions of tourist memorable experiences, encompassing destination image, social media interactions, and satisfaction, it unravels the intricate dynamics that underpin WOM. Employing Partial Least Squares Structural Equation Modelling (PLS-SEM), the study elucidates the substantial influence of social media on destination image and WOM intentions. Furthermore, it identifies social media interactions as a moderator in the relationship between destination image and WOM, shedding light on the nuanced communication dynamics prevalent in the tourism landscape. This underscores the evolving role of social media in tourism communication, exerting a significant influence on perceptions and communication patterns among tourists. The findings of this study carry implications for both practical applications in tourism marketing and academic research. For practitioners, the insights gleaned from this research offer valuable guidance in leveraging social media platforms to cultivate positive destination images and foster word-of-mouth communication. By recognising the pivotal role of social media in shaping tourists' perceptions and communication behaviours, tourism marketers can develop targeted strategies to enhance destination image and stimulate positive word-of-mouth promotion. Moreover, the study provides empirical evidence supporting the effectiveness of social media interventions in influencing tourist behaviour, thus informing strategic decision-making processes within the tourism industry. From an academic perspective, this study contributes to the existing body of knowledge by providing empirical insights into the complex interplay between social media, destination image, and word-of-mouth intentions in the tourism context. By employing advanced statistical techniques such as PLS-SEM, the study offers a rigorous analysis of the underlying relationships, thereby enriching our understanding of tourist behaviour and communication dynamics within tourism destinations. Furthermore, the study contributes to advancing theoretical knowledge in the field of tourism communication, underscoring the evolving role of social media in shaping tourist behaviour and communication patterns.

Discovering the critical factors of affecting non-fungible tokens (NFT) purchase intention

PurposeOver the past years, non-fungible tokens (NFTs) have sparked growing interest in the sport industry. NFTs are unique digital assets verified using blockchain technology. Each NFT has a distinct identifier that sets it apart from other tokens, documenting its uniqueness and ownership. NFTs promise innovative growth opportunities by generating revenue via novel products such as digital collectibles which can be owned and traded on dedicated platforms. Despite this promising outlook, it currently seems unclear how sports NFTs should be designed and which features they should offer to align with consumer values, effectively meet their needs and ultimately drive Purchase Intention. This study will therefore attempt to answer the following research question: Which consumer values and consumer needs have a positive impact on PI of sports NFTs? Based on the results, the study seeks to offer advice on concrete characteristics sports NFTs should possess in order to foster mainstream adoption.Design/methodology/approachTo address the current gap in the literature and provide an answer to the research question, this paper uses structural equation modelling exploring the impact of consumer values and consumer needs or wants on purchase intention regarding sports NFTs.FindingsThe results of this study indicate that social needs or wants (SNW) have the strongest impact on purchase intention, as well as on experiential and functional needs or wants. NFTs should therefore possess characteristics that foster community, interaction and connection with other team or athlete supporters while enhancing the overall consumer experience. Incorporating these elements into future NFTs can help sports organizations tap into the social SNW of consumers by providing opportunities for connection, interaction and collective experiences within supporter communities.Research limitations/implicationsDue to the low response rate of Baby Boomers, the results of the study cannot be applied to this cohort. Additional research, potentially using physical in-stadium surveys and targeted specifically at the BB cohort may shed light on their particular values, needs or wants and impact on sports NFT purchase intention. Moreover, Generation Z respondents may statistically be underrepresented in the sample due to the fact that only respondents aged 18 and older were included in the study. Hence, the part of Generation Z, which was born after March 2006 and had not yet come of age at the time of this research, was explicitly excluded from the survey. Results should be applied carefully to the population of sports team or athlete supporters due to the method of data collection which was based on convenience sampling and may therefore not be representative. Since the survey was exclusively administered online, people with no Internet access are not represented in this research.Practical implicationsSports organizations and marketers can leverage the strong impact of SNW identified in this study to position their NFT portfolio accordingly. Using athletes themselves or other influencers as product ambassadors may trigger purchase intention of consumers. Additionally, it is crucial that socializing agents, such as family, friends, colleagues and other team supporters with a strong influence on consumers own or promote NFTs. Marketers can support this adoption process by encouraging testimonials, reviews and user-generated content that showcase how NFTs have positively impacted others. Reaching a critical mass of adoption among supporters as a first step will ultimately impact consumers’ desire to satisfy ENW and FNW as well. Consumers may then recognize the benefits of using NFTs to enhance their overall consumer experience and to make their lives easier, for instance by using NFTs as season tickets or to collect loyalty points they can redeem later.Originality/valueThis study is the first attempt to determine the relationship between consumer values, consumers’ needs or wants and their impact on purchase intention regarding sports NFTs.

This pioneering study wishes to advance our knowledge regarding consumers' motivating, inhibiting, and trust factors influencing their purchase of non‐fungible tokens (NFTs). Employing an extended valence framework (EVF), the authors investigate the role of the marketplace trust, marketplace reputation, and perceived regulatory support in addition to the benefits and risks of the new NFT technology; in eliciting a purchase intention for NFTs. A survey of 358 NFT enthusiasts is conducted to empirically test the EVF using the structural equation modeling (SEM) technique (study 1). Further, an experimental inquiry using a 3 × 3 between‐subjects design (study 2) is performed on actual NFT consumers to investigate the relative effectiveness of the focused benefits (value appreciation vs. exclusivity vs. enjoyment) and the brand extension (original product vs. near‐extension product vs. far‐extension product) in leading to positive outcomes like purchase intention and the price willing to pay for the NFTs. In addition to suggesting a comprehensive and useful framework for examining the psychological determinants of an individual's purchase intention for NFTs (study 1), the study 2 outcomes contribute significantly to future scholars and marketers by guiding them in designing effective benefits message appeals to the buyers in promoting their NFTs for original as well as brand extension products. The results recommend that NFT marketers focus on the exclusivity benefits of the NFTs for higher willingness to pay among the users while signaling value appreciation benefits shall evoke the highest purchase intention among the three benefit message appeals.

Today's world is witnessing an unparalleled rate of technological transformation. The emergence of non-fungible tokens (NFTs) has transformed how we handle digital assets and value. These tokens have captured the interest of scholars and businesspeople alike. However, NFTs have recently seen a sharp decline in popularity. While cryptocurrency volatility and monetary policies greatly influenced NFT market trends, the community aspects of NFT projects--particularly trust-based interactions--also play a crucial role in NFT adoption and sustainability. From a social computing perspective, understanding these trust dynamics offers valuable insights for the development of both the NFT ecosystem and the broader digital economy. China presents a compelling context for examining these dynamics, offering a unique intersection of technological innovation and traditional cultural values. Through an in-depth qualitative study of Chinese NFT communities, we examine how socio-cultural factors influence trust formation and development. We analyzed discussions from eight prominent WeChat groups dedicated to NFTs and conducted 21 semi-structured interviews with three types of NFT community members. We found that trust in Chinese NFT communities is significantly molded by local cultural values. To be precise, Confucian virtues, such as benevolence, propriety , and integrity , play a crucial role in shaping these trust relationships. Our research identifies three critical trust dimensions in China's NFT market: (1) technological , (2) institutional , and (3) social . We examined the challenges in cultivating each dimension. Based on these insights, we developed tailored trust-building guidelines for Chinese NFT stakeholders. These guidelines address trust issues that factor into NFT's declining popularity and could offer valuable strategies for CSCW researchers, developers, and designers aiming to enhance trust in global NFT communities. Our research urges CSCW scholars to take into account the unique socio-cultural contexts when developing trust-enhancing strategies for digital innovations and online interactions.

This study investigates the primary determinants of Muslim-friendly tourism intentions, emphasizing the roles of Islamic attributes, destination image, past behavior, and attitudes. It further analyzes how religiosity moderates these relationships to uncover the factors shaping Muslim travelers’ tourism intentions. 300 Muslim participants from various regions were surveyed, and the data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). This research uniquely applies the Tourism Consumption System Theory (TCS) and Social Exchange Theory (SET) to understand Muslim tourists’ decision-making processes. By integrating these theoretical lenses, the study presents a holistic perspective on Muslim travel behavior’s cultural, psychological, and economic drivers. The results demonstrate that Islamic attributes, a strong destination image, and prior positive travel experiences significantly influence Muslim-friendly tourism intentions. Moreover, favorable attitudes toward tourism also enhance these intentions. Religiosity is a significant moderating factor, intensifying the influence of Islamic attributes and destination image on tourism intentions. These findings provide important implications for tourism industry practitioners seeking to attract Muslim tourists. Marketing strategies and destination branding that reflect Islamic attributes can increase attractiveness while acknowledging religiosity’s role, allowing for more tailored and meaningful experiences. The results serve as a valuable resource for policymakers and tourism operators to design inclusive and sustainable tourism programs that specifically address the needs of Muslim travelers, thereby supporting economic development and fostering intercultural understanding.

Changing Beach Destination Image Schemas through Storytelling: A Study of Hainan Island, China

PurposeRecent growth of metaverse adoption has impacted the adoption of nonfungible tokens (NFTs) which is becoming increasingly attractive. Recently, researchers have explored the adoption of NFTs in metaverse platform. However, considering the risk involved in the transaction, the need for trust on NFT transaction arises. Drawing on trust transfer theory, this study aims to fill this gap by investigating the trust transfer process from trust on metaverse platform and online payment. Moreover, the moderating effect of perceived effectiveness of dispute resolution (PEDR) between trust and adoption of NFT transaction in metaverse platform is explored.Design/methodology/approachThis study adopts an empirical approach using a questionnaire survey in India based on simple random sampling technique and is analyzed using structural equation modeling through the Smart PLS software.FindingsThe findings reveal that users with a higher trust disposition will trust the metaverse platforms, online payments and NFT transactions in the metaverse. Also, the study reveals that trust transfers from the metaverse platform and online payments toward NFT transactions in the metaverse, which further leads to the adoption intent of NFT. The study provides information for platforms on how the trust transfer process occurs and how to manage conflict resolution to attract the trust of users to use NFTs in their transaction.Research limitations/implicationsThe study makes a valuable contribution by identifying the significant impact of trust disposition and social influence in explaining user trust in NFT transactions within the metaverse. Also, the study explores how established trust in conventional online payment mechanisms translates and contributes to trust-building on NFTs and transactional contexts within virtual worlds.Practical implicationsThis study implies that ensuring robust security measures for NFT transactions, such as two-factor authentication, blockchain verification and secure wallets, can reassure users with different levels of trust disposition.Social implicationsMetaverse platforms should focus on educating users about how trust operates within their environment by providing tutorials, FAQs and support channels to help users navigate the process confidently. Highlighting security measures, user rights and privacy protections can enhance trust toward NFT payment.Originality/valueTo the best of the authors’ knowledge, this study contributes to research as it is the first of its kind study to explore the factors affecting adoption intent of NFTs transaction in metaverse platform using trust transfer theory. Thereby, developing substantial theoretical and practical contributions by considering an emerging technology.

Blockchain is an inspiring new technology that requires a lot of attention from various researchers and companies. This technology offers various benefits, where the newest derivative of this technology is Non-Fungible Tokens (NFT). In NFT, various digital assets such as images, videos, music or virtual creations are traded. The relatively new NFT creates a lack of user knowledge to be able to utilize this technology as a digital asset for trading. On the one hand, users welcome the use of NFTs as a tool to gain financial gain, but on the other hand, there are users who doubt the long-term success of NFTs as a form of investment and see them as a temporary trend that may be detrimental in the event of a market crash. The purpose of this research is to explore various factors that can impact the attitudes of NFT users. The research used a quantitative method which was carried out at the Indonesian NFT Community, involving 377 respondents as a sample. Questionnaires were distributed online using the Google form on the Telegram platform. The data analysis used in this research is by using Structural Equation Modeling (SEM). The results of the study show that there are five factors that significantly influence the attitude of NFT users. Perceived ease of use, perceived usefulness, perceived trust, and personal innovativeness have a positive and significant effect on user attitudes, while perceived risk has a negative effect and is one of the factors that has the most impact on user attitudes than other factors, followed by perceived trust in the second position as the most dominant variable. So like any new technology, NFTs have risks and trust issues that most users consider.

Non-fungible tokens (NFTs) are scarce digital assets, whose limited supply significantly affects consumers’ product perception and purchase behavior. Few studies have examined consumers’ cognitive evaluations and purchase intention towards NFTs in the context of Chinese luxury fashion brands. This paper aims to close this gap by investigating the impact of consumers’ cognitive perceptions (i.e., perceived scarcity, perceived uniqueness, and perceived value) and personality trait (i.e., need for uniqueness) on their purchase intention towards luxury fashion NFTs. The mediating effect of perceived value between perceived uniqueness and purchase intention was also tested. A total of 251 valid questionnaires were collected via purposive sampling and analyzed using partial least squares structural equation modeling. Drawing on the commodity theory, significant relationships were found between scarcity, need for uniqueness, the resulting cognitive factors (perceived uniqueness and perceived value) and purchase intention. Chinese consumers perceive the NFTs of luxury brands to be scarce and need uniqueness, which enhances their perception of uniqueness and consequently, their perception of value. Perceived value then positively affects purchase intention, which supports the mediating role of perceived value. This study validates the importance of scarcity for NFTs from luxury fashion brands in China, providing valuable references for luxury brand marketers and academicians.

This study explores the influence of the investors’ personality dimensions on the Non-Fungible Tokens (NFT) technology readiness index (TRI) and financial instrument-specific factors of technology acceptance. The survey comprised of 197 respondents. The responses-data were tested on the conceptual model using SEM (structural equation modeling). TRI 2.0 explored customers’ predispositions towards NFT investments. Mental enablers and inhibitors explained NFT perceived value and NFT perceived trust. The research found that the enabler of TRI (innovativeness) and inhibitors of TRI (insecurity and discomfort) along with perceived trust significantly affect the NFT investment intention It was also found that optimism and perceived value for NFT did not significantly impact NFT investment intentions. These research results shall facilitate government, NFT marketplaces, brands, and private organizations to prioritize TRI enablers and decrease inhibitors to ensure successful NFT investments.

Non-fungible tokens (NFTs) represent a promising application of blockchain technology that can potentially disrupt various sectors, mainly tourism. While there have been conceptual discussions regarding the opportunities and challenges of utilizing NFTs for purposes such as digital souvenirs, ticketing, loyalty programs, and conservation initiatives, there remains a significant need for a robust methodological framework to assess the impact of real-world NFT implementations empirically. This paper presents the methodological foundation of ongoing research. It proposes a comprehensive approach to researching NFT initiatives within the tourism sector, which includes data collection methods, analytical techniques, and the design of a workbench for monitoring key performance indicators (KPIs). The proposed framework combines quantitative and qualitative measures to capture the complex nature of NFT adoption, including financial performance, visitor engagement, user experience, and operational efficiency. By establishing standardized protocols and metrics, the proposed methodology aims to enable cross-study comparisons and contribute to developing the best practices for leveraging NFTs in the tourism industry. The work highlights the potential of NFTs to enhance visitor experiences, generate new revenue streams, and promote destinations as tech-savvy hubs, while also addressing ethical and sustainability concerns. The conclusion emphasizes the importance of a structured approach to evaluating NFTs initiatives, which can provide valuable insights for tourism organizations seeking to innovate and remain competitive in a digital landscape. Future research should focus on validating the framework through real-world case studies, exploring additional applications of NFTs in tourism, and addressing challenges related to data availability, technological integration, and stakeholder collaboration.