NFT luxury brand marketing in the metaverse: Leveraging blockchain‐certified NFTs to drive consumer behavior

Abstract Industry 4.0 technology enables luxury fashion brands in the virtual market to quantify the value of digital items in the metaverse; thus, brands can maintain their reputations, ensure consistent and integrated luxury brand marketing, and attract new consumers in the virtual market. Understanding consumer behavior toward buying digital assets (i.e., nonfungible tokens [NFTs]) is important. By using blockchain‐based NFTs as a way to verify the authenticity of digital assets in the virtual market, luxury brands can maintain their reputations and help consumers protect their digital assets. Thus, developing global marketing strategies supported by this technology is important for the success of luxury…

• MS
  Montana State University
• NR
  National Research Foundation
• NR
  National Research Foundation of Korea

  Award: NRF-2020S1A3A2A02093277