Search results

The development of the next Web 3.0 digital generation will be built on a decentralized society and blockchain technologies such as non-fungible tokens (NFTs) and “soulbound tokens” (SBTs). These technologies will enable a digital proof of personhood that would make it possible for people to differentiate themselves through their unique credentials and reputation. SBTs can include unique information relating to the user’s identity that can enhance consumer’s self-perception, uniqueness and reputation building. The literature remains scant on the underlying consequences of SBTs from a consumer behavior perspective, and consequently the implications for brands given rising egocentric consumer needs which this study addresses.

This study adopted an exploratory approach using in-depth interviews with experts to increase our understanding related to SBTs, and their potential impact on consumers’ behaviors and brands’ marketing strategies.

The findings unveiled an SBT-led egocentrism cycle comprising the following stages: penetration and proliferation of SBTs, consumers’ need for uniqueness and differentiation, brand’s reputation, brand’s personality matching, brand-based NFTs’ characteristics and shift in the competitive landscape for both consumers and brands.

This research is among the first to study SBTs and their potential impact in the Web 3.0 environment where digital identities and ownership are decentralized and authentic.

While there has been a growing interest in the field of Metaverse-related research, its impact on vulnerable segments of the population, particularly those with special needs, is yet to be fully examined. This research develops the underlying scant theoretical knowledge related to the attachment of people with disabilities to the Metaverse and its effects on their need for uniqueness and acceptance of disability, and hence their sense of inclusivity and overall well-being.

The study adopted a quantitative approach using an Internet-based survey. The sample size consisted of 530 Metaverse users with a physical disability in the USA. The proposed model integrates virtual place attachment alongside disabled consumers' need for uniqueness, and acceptance of their physical disability. SPSS and LISREL were utilized for data analysis and SEM.

The study underscores the complexity of the interplay between virtual place attachment, disability acceptance and the need for uniqueness among physically disabled users in the Metaverse. It investigates how the attachment to virtual spaces by people with disability influence their psychological well-being.

This research adds to the interactive marketing and disabled consumer psychology literature exploring the theoretical and practical implications from an attachment and need for uniqueness theory perspectives.

While the fields of artificial intelligence (AI) and avatars are growing at a very fast pace, studies are still scarce. This study aims to fill the gap in the literature relating to the implications of highly realistic avatars as well as the consequences of AI-led co-creation on hospitality services in the Metaverse.

The authors adopted an exploratory qualitative methodology to study the role of AI avatars in the Metaverse within the hospitality context. The study involved interviews with both elite figures and consumers as primary data and also incorporated secondary data sourced from comments on a YouTube video related to avatars.

Based on data triangulation, the extracted themes dealt with four key areas: (1) avatars’ relational encounters in hospitality, (2) avatars’ realism, (3) self-representation and self-perception skewness and (4) AI co-creation. The findings show that while avatars’ realism would increase the authenticity of virtual social connections, engagement and monetization, the issue of a self-misrepresentation will diminish the effect of virtual encounters. That avatars will be AI led and will digitally cocreate reviews and recommendations further accentuates the findings.

This research advances the field by addressing the literature gap on AI-led avatar realism and co-creation in hospitality services within the Metaverse. It explores the nuanced ways that highly realistic avatars can enhance engagement and self-representation while simultaneously posing challenges related to authenticity and trust. The study provides a foundation for further exploration of AI’s transformative potential in virtual hospitality contexts.