Exploring the Uncharted Waters

Abstract

This empirical investigation embarks on uncharted territory by employing a structural equation model (SEM) to scrutinize the multifaceted adoption dynamics of NFTs and cryptocurrency in marketing campaigns. The primary aim of this study is to empirically dissect and comprehend the intricate interplay of variables that underlie the adoption process of NFTs and cryptocurrencies within marketing contexts. By employing SEM, this research aspires to contribute empirical substantiation to the address, catering to the information needs of marketers, businesses, and policy stakeholders. Leveraging the analytical power of structural equation modeling, this study embraces a quantitative methodology to scrutinize the complex relationships among variables. The findings underscore the influence of factors such as brand alignment, consumer perceptions, and technological feasibility on adoption decisions. The study accentuates the pragmatic implications and ramifications of adopting these technologies, contributing valuable insights to practitioners and scholars alike.