Non-fungible Tokens and Streamlined Payments in the Metaverse: Crafting Cognitive Brand Experiences for Elevated Engagement

Minh T. H. Le (), Yen Hai Nguyen (), Nghi Man Ngan (), Bao Luu Trong Bao () and Nhu Vo Ha ()
Additional contact information
Minh T. H. Le: University of Economics Ho Chi Minh City
Yen Hai Nguyen: University of Economics Ho Chi Minh City
Nghi Man Ngan: University of Economics Ho Chi Minh City
Bao Luu Trong Bao: University of Economics Ho Chi Minh City
Nhu Vo Ha: University of Economics Ho Chi Minh City

A chapter in Information Systems Research in Vietnam, Volume 3, 2025, pp 123-136 from Springer

Abstract: Abstract Metaverse represents a novel marketing trend as technology advances and consumers increasingly utilize digital platforms for work, leisure, and commerce. This research investigates the factors that contribute to a positive online experience when consumers engage in marketing activities within Metaverse, ultimately increasing brand engagement. The study aims to determine the primary factors that lead consumers to appreciate these activities, recognize information, and stimulate their senses. Data was collected online in Vietnam, using the SmartPLS software to analyze the research model. The research results confirm that streamlined payment and non-fungible tokens (NFTs) significantly enhance cognition, especially due to the effectiveness of blockchain technology. Participation in Metaverse activities tends to increase customers’ brand consciousness. Both theoretical and managerial contributions will be discussed.

Keywords: NFTs; Streamlined payment; Cognition; Brand engagement (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:sprchp:978-981-97-9835-3_8

Ordering information: This item can be ordered from
http://www.springer.com/9789819798353

DOI: 10.1007/978-981-97-9835-3_8

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().