Engagement Reimagined: Translating Psychological Ownership into Token-Based Engagement Models

Lea Horn ()
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Lea Horn: German Association for the Digital Economy (BVDW)

A chapter in Tokenizing the Future, 2025, pp 485-496 from Springer

Abstract: Abstract Customer retention and word-of-mouth recommendations provide critical competitive advantages in saturated markets. Traditional customer loyalty programs face limitations in creating deep consumer engagement. This chapter explores how Web3 technologies including blockchain, smart contracts, and digital collectibles can enhance customer loyalty through psychological ownership mechanisms. Psychological ownership describes the feelings of attachment and ownership individuals develop toward objects or experiences, independent of legal ownership. We examine how Web3 technologies enable brands to offer consumers verifiable ownership stakes in brand elements, potentially increasing identification and engagement. Through analysis of existing frameworks and case studies, we identify key psychological drivers of brand ownership and propose a systematic approach for implementing Web3-enabled engagement models.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-91405-8_33

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DOI: 10.1007/978-3-031-91405-8_33

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