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All Journal SINERGI: Jurnal Ilmiah Ilmu Manajemen Journal of Economic, Bussines and Accounting (COSTING) International Journal of Global Accounting, Management, Education, and Entrepreneurship (IJGAME2) GREENOMIKA Jurnal Riset Manajemen dan Akuntansi (JURIMA) Abdi Jurnal Publikasi Nomicpedia: Journal of Economics and Business Innovation
Edita Rachma Kamila
Universitas Nahdlatul Ulama Sidoarjo
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Journal of Economic, Bussines and Accounting (COSTING)

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NFTs And Branding: A Marketer's Guide to The Digital Art Craze Shinta Rahmani; Edita Rachma Kamila; Cynthia Eka Violita
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i4.10491

Abstract

This research explores the integration of Non-Fungible Tokens (NFTs) into branding strategies within PT. BISI International, TBk, focusing on the agricultural sector. Utilizing a quantitative approach with a sample of 80 participants, the study investigates the direct and indirect effects of Social Media Engagement (SME) and Marketing Strategy Adoption on Consumer Perception and Market Understanding of NFTs and Branding. The findings reveal significant direct effects of Social Media Engagement and Marketing Strategy Adoption on Consumer Perception and Market Understanding of NFTs and Branding, highlighting the pivotal role of social media engagement and strategic adoption of NFTs in shaping consumer perception and market understanding. Moreover, the study identifies a significant indirect effect of Social Media Engagement on Market Understanding of NFTs and Branding through Consumer Perception, underscoring the mediating role of consumer perception in driving market understanding. However, the indirect effect of Marketing Strategy Adoption on Market Understanding of NFTs and Branding through Consumer Perception is found to be non-significant, suggesting a nuanced relationship between marketing strategy adoption, consumer perception, and market understanding. These insights provide valuable implications for marketers seeking to leverage NFTs to enhance brand positioning, consumer engagement, and market understanding within the agricultural sector.
Co-Authors Achmad Wicaksono Achmad Wicaksono Achmad Zaki Afifatus Sholikhah Afni Melati Safira Ayu Lucy Larassaty Cynthia Eka Violita Farah Husniar Laily Muzdalifah M. Mustaqim Nunik Dwi Kusumawati Shinta Rahmani Tita Resita Sari