Unveiling investment vs. ownership perspectives among NFT buyers: A segmentation study exploring engagement patterns in NFT markets

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI:10.1016/j.ijresmar.2025.01.005

Arnd Vomberg , Mats von Gegerfelt

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引用次数: 0

Abstract

Companies continue to explore the marketing potential of non-fungible tokens (NFTs). To succeed, they must understand the core motivations of NFT buyers. This explanatory study provides descriptive insights about NFT buyers and identifies key operational principles within the NFT market. It addresses the critical questions: What NFT buyer segments exist? Which segments should companies target, and how? Surveying 703 NFT buyers, the study identifies five distinct NFT buyer segments: curious speculators (18%), cautious investors (5%), utility-driven buyers (35%), tech-savvy investors (29%), and status-seeking socializers (13%). The first two segments are primarily motivated by investment, purchasing NFTs mainly for resale. In contrast, the remaining segments are driven by ownership motives, purchasing NFTs not only for financial potential but also for personal use, technological interest, and their social values. Drawing on customer engagement theory, the study highlights these three ownership-oriented segments as particularly attractive for companies. Beyond a high willingness to buy branded NFTs, these segments actively recommend NFTs to new buyers and show substantial engagement in NFT communities, a critical success factor for NFT markets. The study further shows that companies can enhance NFT buyer engagement through incentivized referrals and provide marketers with a strategic guide for effectively targeting these segments.

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揭示NFT买家的投资与所有权观点：一项探索NFT市场参与模式的细分研究

公司继续探索不可替代代币（nft）的营销潜力。要想成功，他们必须了解NFT买家的核心动机。本解释性研究提供了关于NFT买家的描述性见解，并确定了NFT市场中的关键操作原则。它解决了关键问题：存在哪些NFT买家群体？公司应该瞄准哪些细分市场，如何瞄准？该研究调查了703名NFT买家，将NFT买家划分为五个不同的群体：好奇的投机者（18%）、谨慎的投资者（5%）、功利驱动的买家（35%）、精通技术的投资者（29%）和寻求地位的社交者（13%）。前两个部分主要是出于投资动机，购买nft主要是为了转售。相比之下，其余部分是由所有权动机驱动的，购买nft不仅是为了经济潜力，也是为了个人使用、技术兴趣和它们的社会价值。根据客户参与理论，该研究强调了这三个以所有权为导向的细分市场对公司特别有吸引力。除了高度愿意购买品牌NFT外，这些细分市场还积极向新买家推荐NFT，并在NFT社区中表现出大量参与，这是NFT市场成功的关键因素。研究进一步表明，企业可以通过激励推荐来提高NFT买家的参与度，并为营销人员提供有效定位这些细分市场的战略指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Research in Marketing BUSINESS-

CiteScore

11.80

自引率

4.30%

发文量

审稿时长

66 days

期刊介绍： The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.