The Rise of the Non-Fungible Token (NFT) Market in Turkey: The Effect of Social Media Interaction and the Need for Uniqueness on NFT Purchase Intention*

Efendioğlu İbrahim Halil ()
Additional contact information
Efendioğlu İbrahim Halil: Gaziantep University, Gaziantep, Türkiye

Review of Marketing Science, 2023, vol. 21, issue 1, 1-16

Abstract: With the spread of crypto assets, Non-Fungible Token (NFT) technology has become more and more discussed on social media platforms. The idea of uniqueness is in the background of the NFT technology used to make digital assets tradable and registerable. This study investigates the effect of consumers’ social media interaction and the need for uniqueness on NFT purchase intention. The research data was collected from 488 consumers who follow NFT purchasing sites. The results highlight the critical role of the need for uniqueness to leverage the NFT purchase intention. Analyzes were made with SPSS and AMOS statistical package programs. The validity and reliability of the scales used were tested and found to have acceptable values. The study tested possible cause-and-effect relationships between all variables using structural equation modeling. According to the findings, social media interaction, creative choice, unpopular choice, and similarity avoidance positively and significantly affected purchasing intention.

Keywords: nft; non-fungible token; nft marketing; need for uniqueness; social media interaction (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/roms-2022-0065 (text/html)
For access to full text, subscription to the journal or payment for the individual article is required.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bpj:revmkt:v:21:y:2023:i:1:p:1-16:n:11

Ordering information: This journal article can be ordered from
https://www.degruyter.com/journal/key/roms/html

DOI: 10.1515/roms-2022-0065

Access Statistics for this article

Review of Marketing Science is currently edited by Ram C. Rao

More articles in Review of Marketing Science from De Gruyter
Bibliographic data for series maintained by Peter Golla ().