Blockchain Papers

Fan Yifan, Boyu Lin, Lin Yufei

No abstract is available for this record.

Majid Heidari, Hossein Hosseinalibeiki

No abstract is available for this record.

Michael Smith, Valerie Kilders, Todd Kuethe, Nicole Olynk Widmar

We examine the relationship between market performance of leading cryptocurrencies (Bitcoin and Ethereum), meme-stocks (AMC, GameStop), and subjects of corporate boycotts (Bud Light) using weekly market price and volume data along with social media data of weekly mentions (which total 337 million in this dataset) and net sentiment. Using vector autoregression (VAR) time series analysis along with Granger causality testing and structural breaks, we successfully predict trade volume of these various assets using social media data and price data. We also find that closing price data and trade volume are reliable predictors of net sentiment about crypto in online and social media. However, we struggle to predict the closing price for the group of assets studied. We also employ impulse response functions, finding evidence of a dynamic relationship occurring between online and social media net sentiment and online media volume with closing price and trade volume. These functions show that investor sentiment operates with a short memory lasting around 3 weeks, additionally these functions show that price generates a shock on trade volume but that crypto and meme-stock markets experience this differently. Our findings reinforce the notion that meme-stock traders and herd investors do not trade on market fundamentals but are instead sensitive to herding (or sentiment) movements. Our findings also suggest that compared to these meme-stock investors, crypto markets have more traditional motivations of loss aversion.

Yi Wang, Hyein Lee, Eunju Ko, Tyler Milfeld

Luxury fashion brands are among the first movers in metaverse-based non-fungible tokens (NFTs). As luxury fashion brands aim to appeal to younger audiences, NFTs present an enticing marketing approach. Despite the growing interest in NFTs among fashion brands and consumers, no research has examined the core characteristics of NFTs and their impact on advertising outcomes in the luxury context. This research adopts a mixed-methods approach to provide foundational insights on luxury fashion NFTs. Qualitative research (i.e., case study, in-depth interviews) identifies five key NFT characteristics. Quantitative research (a survey of 300 consumers) shows how these characteristics influence brand attitudes and other downstream advertising metrics. This research contributes to advertising scholarship by (a) devising a conceptual framework for NFTs in the luxury fashion context, (b) delineating characteristics most relevant to three different game types, providing advertisers with specific direction, and (c) examining the meanings of authenticity for NFTs in the context.

Květa Olšanová, G. A. Cook, Marija Zlatić

The “Emerging Technologies in the Management of Luxury Brands” chapter explores the impact of technological developments on brand management. It highlights the potential for luxury brands to engage younger consumer segments by integrating digital innovations while still preserving traditional brand values - a necessity in order to retain the exclusivity in line with luxury brand strategy. As technology investment rises in the luxury sector, brands leverage robotics, artificial intelligence (AI), blockchain and the metaverse to offer more immersive and personalized experiences. The chapter discusses various examples, such as the Aura Blockchain Consortium, which enhances transparency and authentication in product purchases, as well as innovative collaborations such as Tiffany’s CryptoPunk NFTs, which combine art, rarity and technology to appeal to digital-native consumers. The chapter also addresses the role of NFTs in digital ownership, the potential of the metaverse as a space for experiential luxury, and the challenges of aligning digital initiatives with the exclusivity and heritage of luxury brands. By examining these developments, the chapter demonstrates that luxury brands must deal with complex digital landscapes to remain relevant and innovative, engaging future generations through new digital experiences and web3 technologies.

Vladislav V. Fomin, Ugnius Kerulis, Rihards Grāmatiņš, Tan Gürpinar

Background: Despite the financial technology (Fintech) industry being marked as a strategic development direction in many countries, cryptocurrency products show low adoption rates. Purpose: This study investigated factors affecting consumer trust in cryptocurrency products, particularly exchanges and crypto wallets. Methods: A three-stage multi-method approach was adopted: two non-probability convenience surveys and a systematic literature review. The initial survey (N=45) was followed by literature review (N=16) and a follow-up survey (N=95). Qualitative and quantitative analysis techniques were used. Findings: Trust must be understood as a versatile concept, with consumers perceiving different factors differently when choosing cryptocurrency products. Two key findings emerged: convenience, rather than trust, is the biggest factor attributed to cryptocurrency product popularity and adoption. Second, an inverse relationship exists between trustworthiness and popularity of information sources about cryptocurrency products, with less popular sources being more trusted. Consumers rely on convenience-based attributes like the ease of use and accessibility, which indirectly influence trust perception. Conclusions: Trust degree is not bound to specific products or services but depends on consumer intentions and knowledge, among other factors. Research implications: The authors suggest policy and innovation development directions to increase consumer trust in cryptocurrency products.

Chung‐Wha Ki, Hyunhwan Lee, Magnum Lam, Eugene Cheng‐Xi Aw · 5 authors

No abstract is available for this record.

Gianluca Centraco, Gabriele Santoro

Purpose This paper investigates to what extent the integration of Non-Fungible Tokens (NFTs) within corporate marketing strategies may foster brand-customer relationship and customer engagement. More specifically, it analyzes such a matter both from the company’s perspective – building NFTs strategies – and from a user perspective – acquiring and holding NFTs. Design/methodology/approach Employing an illustrative multi-case study approach supplemented by netnography of Discord channels, this research addresses two main questions: How do brands embed NFTs within their marketing strategies, and do branded NFTs collections contribute to positive brand-customer interactions and enhance customer engagement? Findings The findings suggest that while NFTs provide brands with tools to create exclusive experiences and offer unique ownership opportunities, customer engagement within NFT communities appears to be largely influenced by financial motivations rather than emotional bonds or brand loyalty. This creates a notable gap between the brands’ intentions to cultivate deeper relationships and the actual dynamics observed within branded NFT-based communities. Originality/value This research enriches both theoretical and practical understanding of the adoption of NFTs by companies and their implications on brand-consumer relationships, representing the first study of its kind to do so through a netnographic analysis of brands’ Discord channels. As official spaces where NFT holders and brand team members interact continuously, these channels offer a novel research setting, enabling deeper and more precise analysis than traditional social media. Additionally, this study challenges key assumptions in relationship marketing theory and provides new insights in customers’ perspective when acquiring and holding a branded NFT.

Rohit Yadav, Geshwaree Huzooree, Mohit Yadav, Narayanage Jayantha Dewasiri

The Chapter shall discuss the social implications of virtual currencies on sustainable service marketing in developing economies and, instead, analyse how digital currencies are transforming the pattern of financial inclusion, economic growth, and access to basic services, such as healthcare and education and energy. Beyond simple transactions, virtual currencies have helped provide new ways to circumvent high transaction costs, exclusion from finance, and lack of infrastructure. The new avenues to sustainable development come with the use of Central Bank Digital Currencies, decentralized finance, and blockchain technologies in virtual currencies. But still, some challenges persist in the form of digital literacy, regulatory frameworks, and robust security systems. Thus, the focus of the chapter will be on strategies for adoption, overcoming barriers, and maximizing social benefits in underserved regions toward inclusive economic growth and sustainable development.

Vitor Ayres Principe, Tiago Ribeiro, Samuel López‐Carril

The integration of blockchain technology in sports event management represents a significant shift towards more decentralized and efficient governance structures, particularly relevant to small and medium-sized events. Despite growing interest, its practical implementation remains limited and lacks comprehensive theoretical guidance. This study addresses this gap by proposing an integrated theoretical framework, combining the Dynamic Capabilities Framework (DCF), Collaborative Governance Theory (CGT), and the Four Modes of Governance (FMG), to systematically explore blockchain's application within sports event management. Our analysis reveals that blockchain technology can effectively foster transparency, efficiency, and enhanced stakeholder participation through Decentralized Autonomous Organizations (DAOs). These advantages are realized through key mechanisms of access, control, and incentives, which interact across external environments, governance structures, and blockchain core infrastructure. Furthermore, the study identifies critical managerial implications necessary for successful blockchain implementation, emphasizing strategic infrastructure assessments, stakeholder engagement, and risk management protocols. Ultimately, this research contributes both theoretical insights and practical guidelines, addressing existing knowledge gaps and providing a structured framework for leveraging blockchain in managing small to mediumsized sports events.

Achilleas Boukis, Mariachiara Restuccia

This conceptual paper contributes to the nascent Web3 marketing stream via offering a novel typology of Non-Fungible Tokens (NFTs) as blockchain-enabled digital offerings. Grounded in a customer-centric approach to marketing strategy, our 2 × 2 typology suggests that NFTs vary in terms of the value on offer (i.e. value-in-use/value-in-exchange) and the strategic focus pursued by firms/creators (i.e. transactional/relational). Four main types of NFTs thus emerge: 1. Validation certificates; 2. Digital replicas; 3. Immersion enablers; and, 4. Digital upgrades. For each NFT type, we discuss their distinctive features, the opportunities they offer and their shortcomings, before detailing their strategic implications. Our typology offers researchers and practitioners who want to engage with the Web3 space a solid grounding for understanding the implications of deploying different types of NFTs from a strategic marketing perspective.

Sara Alonso‐Muñoz, Rocío González Sánchez, Soraya González-Mendes, Fernando E. García‐Muiña

Purpose This paper aims to examine the relationship between the implementation of blockchain in the tourism and hospitality industry (T&HI) and its state-of-the-art. The aim is also to identify emerging research topics and gaps in this area. Design/methodology/approach A bibliometric overview is presented to examine articles from Web of Science published between 2018 and January 2024. The analysis was performed by VOSviewer software using the co-occurrence technique. Findings The results reveal the growing interest in blockchain technologies (BCT) applications in the T&HI. To reveal the conceptual structure and emerging research hotspots in this area, seven clusters were identified along with their interrelationships. This paper discusses the features and attributes of BCT mechanisms, including cryptocurrencies, distributed ledgers, smart contracts and consensus algorithms. The analysis highlights the drivers for increasing adoption and acceptance to promote smart tourism, transparency, trustworthiness and disintermediation. This paper explores the use of non-fungible tokens (NFTs) in the metaverse to promote authenticity and enhance tourists’ experiences, with emphasis on achieving cost-effectiveness and sustainability in the T&HI. In addition, key challenges are identified, with a focus on security and privacy. Practical implications This study provides timely and valuable insights concerning the application of BCT in the T&HI. It elucidates the factors that contribute to the optimal implementation of BCT, such as the collaboration between stakeholders and the key role of regulatory frameworks. Furthermore, it considers the implications for the design of new services towards enhancing sustainability and customer experiences. Originality/value This paper presents the first bibliometric analysis of the use of BCT in the T&HI. It identifies research gaps and future research avenues, which can guide further investigation in this area. This study provides valuable information for organisations, managers and academics who are considering future applications, benefits and challenges in the field of sustainability issues and technology acceptance.

Harshvardhan Rawat

Abstract The concept of the metaverse, an integrated environment encompassing virtual reality (VR), augmented reality (AR), artificial intelligence (AI), and blockchain technology, is revolutionizing brand-consumer engagement. This academic paper integrates data from quantitative surveys, expert interviews, and real-life brand applications to investigate the transformative impact of immersive and interactive environments on marketing. It examines how these technologies foster emotional engagement, customer loyalty, and digital innovation. Furthermore, the study delves into strategic implementations, including non-fungible tokens (NFTs), virtual brand ambassadors, and AI-driven brand communications, while also addressing the ethical challenges associated with this new digital frontier. The metaverse—a convergence of virtual reality (VR), augmented reality (AR), artificial intelligence (AI), and blockchain—is redefining how brands engage with consumers. This research paper combines insights from quantitative surveys, expert interviews, and real-world brand case studies to explore how immersive, interactive environments are driving emotional resonance, loyalty, and digital innovation. Highlighting strategies involving NFTs, virtual influencers, and AI-powered brand engagement, this paper presents a thorough analysis of opportunities and challenges that define metaverse marketing today.

Raffaella Folgieri, Sergej Gričar, Tea Baldigara

Non-fungible tokens (NFTs) are an emerging application of blockchain technology, with the potential to transform various industries, including tourism. Despite conceptual discussions that have highlighted opportunities and challenges associated with using NFTs—such as in digital souvenirs, ticketing systems, loyalty programmes, and conservation initiatives—there is a critical gap in the literature consisting of the lack of a structured methodological framework to empirically evaluate the impact of real-world NFT implementations. This study addresses this gap by proposing a conceptual model and methodological framework designed to assess NFT projects in the tourism sector. The framework integrates diverse data collection methods, advanced analytical techniques (including econometric analysis, natural language processing, and machine learning), and a technological workbench for tracking key performance indicators (KPIs). To demonstrate its applicability, the framework is applied to the Dalmatia NFT project, an exploratory application in cultural tourism. The considered example highlights the potential of NFTs to enhance tourism experiences while addressing challenges such as scalability, sustainability, and user engagement. This study concludes with insights into the framework’s practical implications for stakeholders and outlines future research directions for empirical validation. By bridging the gap between theory and practice, this study aims to provide a robust foundation for effectively integrating NFTs into the tourism industry.

Yash Madhwal, Yury Yanovich, Grigorii Melnikov, Anna Chukhnina · 6 authors

This paper introduces B4B.app, a Web3 influencer marketing protocol that leverages the Internet Computer (ICP) to solve persistent industry challenges such as fragmented data, unreliable ratings, and payment disputes. B4B.app delivers a trustless, cross-chain infrastructure combining influencer discovery, campaign management, and secure escrow payments in one seamless platform. At its core, B4B-ICP acts as a reputation and settlement layer, aggregating performance data from multiple social platforms and ensuring transparent, on-chain record keeping. This paper presents the platform’s architecture, user workflow, and implementation stack, along with key milestones and planned enhancements, including EVM interoperability and AI-driven performance prediction.

Віталій Карпенко, Natalia Shkvyria, Nina YAROVA, Nataliia Terentieva

The digital transformation has fundamentally reshaped brand management, moving from traditional mass communication to data-driven, interactive, and highly personalized strategies. With emerging technologies such as artificial intelligence (AI), augmented reality, and digital ecosystems, brands are now engaging consumers in innovative ways to enhance loyalty and gain a competitive advantage. This study examines how leading brands, such as Nike, Apple, and Coca-Cola, employ digital brand management strategies to enhance brand equity, boost consumer engagement, and maintain market leadership. A multiple-case study approach was employed to analyse this. Data was collected through archival research, social media analytics, and consumer sentiment analysis to assess the impact and effectiveness of these strategies. The study examines key digital branding elements, including direct-to-consumer (DTC) models, experiential marketing, and interactive campaigns. The findings reveal that Nike's DTC strategy fosters direct consumer relationships and strengthens brand equity. Apple's experiential marketing and storytelling foster emotional brand loyalty, while Coca-Cola's personalized and interactive digital campaigns drive consumer engagement and social media virality. These strategies demonstrate the growing importance of AI-driven personalization, omnichannel consistency, and consumer-centric engagement. The study concludes that brands prioritizing AI-powered personalization and immersive digital experiences achieve stronger consumer engagement and long-term brand growth. Practical implications suggest businesses integrate AI-driven analytics, invest in emerging technologies, and adopt consumer-focused digital strategies. Future research should investigate the long-term effects of AI-driven brand interactions and examine the role of Web3 and the Metaverse in shaping the future of digital brand management. © The Author(s) 2025. Published by RITHA Publishing. This article is distributed under the terms of the license CC-BY 4.0., which permits any further distribution in any medium, provided the original work is properly cited maintaining attribution to the author(s) and the title of the work, journal citation and URL DOI.

Donghwa Chung, Yanfang Meng, Jiaqi Wang

Background In recent years, the rise of “AI+arts” has increased public attention towards emerging digital collectibles and garnered significant interest among young adult collectors globally. However, there has been limited investigation into how emerging media effects may influence consumers’ purchase of digital collectibles from the perspective of relevant theories, particularly in collectivistic cultural contexts. To address this gap, the present study is guided by the extended Theory of Planned Behavior (TPB), integrated with ideal self-congruence, and rigorously examines the effect of exposure to Non-Fungible Token digital art information on the intention to purchase digital collectibles among young Chinese adults (aged 18–34). Methods A total of 259 responses were obtained through an online survey. Statistical analyses, including direct, indirect, and serial mediation, were conducted using SPSS 25.0 and Jamovi 2.6.24. Results The findings indicate that both TPB and ideal self-congruence act as mediators in this relationship. Additionally, a serial mediation process involving ideal self-congruence and attitudes toward intelligence was identified. Conclusion These findings provide valuable insights into the complex factors influencing the purchase intention of digital collectibles among young Chinese adults. Furthermore, the findings offer recommendations for digital collectible platforms and relevant stakeholders.

Leonidas Theodorakopoulos, Alexandra Theodoropoulou, Christos Klavdianos

The rapid growth of digital platforms has fundamentally reshaped network and viral marketing, profoundly transforming how information spreads across social networks and influences consumer behavior. This comprehensive review synthesizes theoretical, computational, and ethical perspectives into an integrated narrative, providing novel insights into the mechanisms driving information diffusion within contemporary interactive marketing. By integrating foundational concepts from social network theory, advanced graph models, and behavioral dynamics, the paper demonstrates how the interplay between network structures, influencer behaviors, and AI-driven algorithms significantly redefines traditional marketing paradigms. A distinctive theoretical contribution of this study lies in its innovative combination of Big Data analytics with AI-based predictive modeling, explicitly revealing how real-time algorithmic personalization not only enhances marketing effectiveness but also creates new ethical tensions surrounding misinformation, algorithmic bias, and consumer vulnerability. Addressing recent calls for greater theoretical originality and narrative coherence in interactive marketing research, this review explicitly highlights how these insights resolve critical theoretical puzzles and clarify contemporary ethical dilemmas. Additionally, the paper identifies emerging trends—including Web3 marketing, decentralized platforms, and neuroscience-driven targeting—offering clear future research directions. Through its integrative, narrative-driven framework, this study significantly advances interactive marketing theory, providing essential guidance for scholars and practitioners navigating the evolving complexities of digital influence.

Shradha Attri, Sanjeev Gupta, Sachin Singh

Cryptocurrency is an innovative financial asset class that operates on the blockchain system. Despite its highly volatile nature, the number of investors has increased significantly in the past decade. This chapter aims to examine the factors that influence investors' intention and decision to invest in such a volatile asset. The empirical relationship between Investment behavior (BEH), Intention to invest in the cryptocurrency (INT), Risk perception (RP), Awareness (AWR), Social influence (SI), and Fear of Missing out (FOMO) are examined. Data was collected from the 94 cryptocurrency investors in India using purposive and snowball sampling. The results showed that AWR and PR have a positive but insignificant effect on cryptocurrency investors' intentions and investment decisions. On the other hand, FOMO and SI have a statistically positive and significant role in the investment process among cryptocurrency investors. The results provide practical implications for the regulatory authorities, investors, and academicians.

Sheela Sundarasen, Farida Saleem

The rise of social media has significantly influenced the cryptocurrency market, driving volatility through sentiment-driven trading. This study employs a bibliometric and content analysis approach to examine how social media, particularly Twitter, impacts cryptocurrency price movements. Using the bibliometric analysis, 151 peer-reviewed articles published between 2018 and 2024 were analyzed to identify key research trends, themes, and potential future research. This study finds that social media sentiment plays a crucial role in cryptocurrency price forecasting, with machine learning and natural language processing (NLP) techniques enhancing prediction accuracy. Thematic analysis reveals four primary areas of focus: sentiment analysis and market prediction, machine learning-driven algorithmic trading, blockchain investment risks, and influencer-driven market behavior. This study contributes to the field by consolidating existing social media sentiment and cryptocurrency valuation knowledge, offering insights to investors, regulators, and academics. It highlights the need for future research to integrate multi-platform sentiment analysis, regulatory considerations, and behavioral finance perspectives. These insights are vital for understanding the evolving landscape of digital asset markets and their susceptibility to sentiment-driven speculation.

Alexios-Patapios Kontis, Stelios A. K. Ioannidis

The current study aims to explore the early adoption of the metaverse in the hospitality and tourism industry, with a particular focus on understanding adoption drivers for tourism providers and the anticipated benefits for end-users. Addressing the need for practical insights in a rapidly evolving digital landscape, the review identifies 33 real-world early cases of metaverse and non-fungible token (NFT) adoption, spanning from the first metaverse hotel in 2006 to ongoing digital twins of tourism destinations up to 2023. This study follows the PRISMA technique and examines early metaverse adopters at both the enterprise and destination levels, categorizing them into metaverse-based, NFT-based, and complementary-to-tourism cases. The analysis applies two theoretical frameworks: the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine adoption drivers and the Technology Acceptance Model (TAM) to assess expected end-user benefits. Key findings highlight promotion, brand engagement, new revenue streams, and community building as primary motivations for adoption, while user benefits include enhanced entertainment, social interaction, improved decision-making, and immersive experiences. By bridging theory and practice, this study contributes both actionable guidance for tourism stakeholders and a theoretical foundation for future research on digital transformation in tourism.

Janine Hobeika, Chee Yoong Liew, Marcia Edna Santhana Rajan

Purpose This study aims to investigate how behavioral and cognitive factors, i.e. banker stereotypes and human values, impact the adoption and acceptance of cryptocurrencies. It addresses a research gap in the literature by examining non-economic factors that shape attitudes toward cryptocurrency from the perspective of behavioral finance. First, we investigate how banker stereotypes and human values impact the perceived usefulness and ease of use of cryptocurrencies. Second, we examine how demographic factors moderate the link between banker stereotypes and the adoption of cryptocurrency across different clientele segments. By emphasizing the role of behavioral elements, this study intends to provide deeper insights into the factors that influence cryptocurrency adoption. Design/methodology/approach This research utilizes a quantitative method with an online questionnaire to collect data from a diverse sample of 291 individuals in France. Validated scales are used in the questionnaire with a 7-point Likert format to measure cultural values, banker stereotypes and components of the Technology Acceptance Model (TAM). Pre-tests and procedural measures, such as anonymity, were conducted to address potential common method bias. Data analysis involved partial least squares–structural equation modeling to investigate links within a sophisticated model comprising 16 constructs and 44 items. The sample, balanced in gender, age and education, primarily comprised traditional bank customers with various economic profiles. The methodology of this study effectively combines robust sampling, validated tools and complex analytical techniques to explore key links in financial services. Findings The study shows that both banker stereotypes and human values significantly affect the perceived ease of use and perceived usefulness of cryptocurrencies, which in turn influence their acceptance. Specifically, the formal clothing of bankers (reflecting seriousness) shows a positive influence on perceived usefulness. The paternalistic stereotype has a negative relationship with both ease of use and usefulness. The partner stereotype shows a positive effect with a key moderating factor from generational differences: for Gen X and Y, the partner stereotype has a negative influence on perceived usefulness, whereas for Baby Boomers, it has a positive influence. Human values exhibit an influence on stereotypes, with the four selected values being hedonism, self-direction, stimulation and security. Research limitations/implications Since the study was conducted in France, the findings may lack generalizability across countries with different legal approaches to cryptocurrency sales. Additionally, it investigated customer perspectives without involving insights from sellers or bankers. Moreover, the age range did not include younger demographics like Generation Z, who may be important future buyers. Practical implications The implications are significant for behavioral finance practitioners, cryptocurrency vendors and the banking sector. The findings validate the TAM by incorporating banker stereotypes and human values, emphasizing their influence on the perceived ease of use and usefulness of cryptocurrencies. In the field of marketing and sales strategies, the findings underline the importance of customizing approaches to variables related to customers, such as stereotypes, values and generation. For example, marketing and sales strategies may be adapted by emphasizing security and minimizing hedonistic elements, and client segmentation should be based on generation. Altogether, these elements suggest that banks could be legitimate vendors of cryptocurrencies. Social implications This study enlightens us on the social factors impacting cryptocurrency adoption, emphasizing how stereotypes, generational differences and values influence perceptions. By addressing these social dimensions, the study highlights the potential to close the gap between traditional finance and new technologies, aiming to develop broader societal acceptance of digital finance and better access to financial technologies. Originality/value While the extant literature mainly focuses on economic, technical or legal aspects of cryptocurrencies, this research sheds light on the influence of behavioral and cognitive factors, i.e. banker stereotypes and human values, as antecedents of cryptocurrency adoption. Hence, it changes the conversation from rational financial calculations and technical and regulatory issues to the cognitive and behavioral factors that impact cryptocurrency decisions. Furthermore, this study investigates the nexus between human values and stereotypes and how generational differences moderate the relationships between stereotypes and the TAM. The combination of these factors is original in providing a new understanding of cryptocurrency adoption.

Amit Pandey, Aastha Sawhney, Geeti Sharma, Divya Singh

Web3 and the Metaverse are transforming the world of online marketing by providing better support for customers and predictive features. It decentralizes data ownership, giving control back to the users, and provides marketers ok transparency and trust like never before. With immersive, interactive environments, the Metaverse allow brands to engage consumers in real-time, creating emotional bonds and personalized experiences. This data collection of customers and their behavioral patterns results in the advanced behavioral analytics and AI-based predictions of customer trends and buying behavior. Businesses are changing their customer engagement strategies through implementing NFTs, gamification and virtual storefronts, resulting in better brand loyalty and retention. As Web3 and the Metaverse mature, they reshape digital marketing into a much more user-centric, data-resilient and interactive ecosystem, while improving the quality of consumer care and the precision of demand forecasting.

Lu Gong, Dan Huang, Xueyan Xu, Yü Liu

While non-fungible tokens (NFTs) have triggered a new market for tourism, they have also encountered challenges and controversies. Drawing on the socio-ecological perspective, this study uses a qualitative approach to identify factors influencing consumer adoption of and resistance to NFTs in tourism. The findings reveal that consumer adoption and resistance are shaped by the effect of individual-level (e.g. innate innovativeness and routine seeking), micro-level, exo-level, and macro-level factors and the interactions across various systems. An important factor is scarcity value of NFTs in tourism which compensates for experiences that tourists cannot obtain in the offline tourism. Results provide a socio-ecological perspective for the understanding of innovation adoption and resistance in an emerging context and the promotion of NFTs in tourism.