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Digital valuation of personality using personal tokens

Author

Listed:
  • Kamilla Marchewka-Bartkowiak

    (Poznan University of Economics and Business)

  • Karolina Anna Nowak

    (Poznan University of Economics and Business)

  • Michał Litwiński

    (Poznan University of Economics and Business
    Adam Mickiewicz University in Poznan)

Abstract

Attempts to valuate personality and personal brand in the digital economy face significant problems when it comes to the tools of such an activity. The main aim of this paper is to consider a personal token as the new means of personality valuation and to propose tools of its financial and network valuation. We applied financial analysis, content analysis, and statistical analysis, using data from the platform dedicated to personal token issuers. Financial valuation of personal tokens was performed using a modified Network Value to Transaction ratio (NVT). The personality types of the tokenised persons were determined based on Bartle’s Four Player Types model and the Big Five Personality Traits model. The issuers of personal tokens were grouped with a use of clustering analysis and the differences in score on personality traits were tested accordingly. Our results uncovered the novel means of personality and personal brand valuation which is a personal token and allowed us to differentiate two groups of personal token issuers based on their personality traits and activity profile.

Suggested Citation

  • Kamilla Marchewka-Bartkowiak & Karolina Anna Nowak & Michał Litwiński, 2022. "Digital valuation of personality using personal tokens," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1555-1576, September.
    • Handle: RePEc:spr:elmark:v:32:y:2022:i:3:d:10.1007_s12525-022-00562-y
    DOI: 10.1007/s12525-022-00562-y
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    References listed on IDEAS

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    2. Rainer Alt, 2022. "Electronic Markets on platform culture," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1019-1031, September.

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    More about this item

    Keywords

    Token; Personal; Digital valuation; Personality;
    All these keywords.

    JEL classification:

    • G01 - Financial Economics - - General - - - Financial Crises
    • G10 - Financial Economics - - General Financial Markets - - - General (includes Measurement and Data)
    • G41 - Financial Economics - - Behavioral Finance - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making in Financial Markets

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