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Non-fungible Tokens and Streamlined Payments in the Metaverse: Crafting Cognitive Brand Experiences for Elevated Engagement

In: Information Systems Research in Vietnam, Volume 3

Author

Listed:
  • Minh T. H. Le

    (University of Economics Ho Chi Minh City)

  • Yen Hai Nguyen

    (University of Economics Ho Chi Minh City)

  • Nghi Man Ngan

    (University of Economics Ho Chi Minh City)

  • Bao Luu Trong Bao

    (University of Economics Ho Chi Minh City)

  • Nhu Vo Ha

    (University of Economics Ho Chi Minh City)

Abstract

Metaverse represents a novel marketing trend as technology advances and consumers increasingly utilize digital platforms for work, leisure, and commerce. This research investigates the factors that contribute to a positive online experience when consumers engage in marketing activities within Metaverse, ultimately increasing brand engagement. The study aims to determine the primary factors that lead consumers to appreciate these activities, recognize information, and stimulate their senses. Data was collected online in Vietnam, using the SmartPLS software to analyze the research model. The research results confirm that streamlined payment and non-fungible tokens (NFTs) significantly enhance cognition, especially due to the effectiveness of blockchain technology. Participation in Metaverse activities tends to increase customers’ brand consciousness. Both theoretical and managerial contributions will be discussed.

Suggested Citation

  • Minh T. H. Le & Yen Hai Nguyen & Nghi Man Ngan & Bao Luu Trong Bao & Nhu Vo Ha, 2025. "Non-fungible Tokens and Streamlined Payments in the Metaverse: Crafting Cognitive Brand Experiences for Elevated Engagement," Springer Books, in: Nguyen Hoang Thuan & Dang-Pham Duy & Hoanh-Su Le & Tuan Q. Phan (ed.), Information Systems Research in Vietnam, Volume 3, pages 123-136, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-9835-3_8
    DOI: 10.1007/978-981-97-9835-3_8
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