The Effect of NFTs Metaverse Engagement and Digital Personalization on Brand Accessibility

Abstract

Purpose: This paper investigates the impact of Non-fungible Tokens (NFTs), Metaverse Engagement (ME), and Digital Personalization (DP) on Brand Accessibility (BA) with a focus on the mediating role of Inclusive Brand Strategies (IBS). Methodology: A total of 256 participants from the Fashion retailing sector participated in the paper. Data analysis using SEM with the SMART-PLS tool using a purposive sampling strategy. Findings: NFTs, Metaverse Engagement and Digital Personalization all Significantly enhance Brand Accessibility. Furthermore, it was discovered that inclusive brand strategies mediate this link highlighting the significance of inclusive strategies in improving brand accessibility. Originality/Value: This paper adds to the growing body of knowledge about brand accessibility in modern technology. It gives brands looking to promote accessibility and inclusion into their online presence beneficial knowledge by looking at the significance of novel technologies and Inclusive tactics.