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Publication
A incorporação dos NFTS na indústria de luxo: Pode a incorporação agregar valor às marcas de luxo?
| Name: | Description: | Size: | Format: | |
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| 2.55 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Num cenário, representado pelo crescimento da digitalização
e pelos avanços tecnológicos significativos, os Non-Fungible
Tokens emergem como uma ferramenta inovadora, capaz de
transformar a forma como as marcas interagem com os
consumidores. Ao proporcionar experiências imersivas e
envolventes que potencializam a edificação de valor na
indústria. A presente dissertação centra-se na aplicação dos
NFTs na indústria de luxo, com o objetivo central de
investigar a utilização dos NFTs como ferramenta de
inovação na interação com o consumidor. Simultaneamente
propõem-se a compreender o comportamento do consumidor
com os NFTs, analisar novas estratégias de storytelling e
criar e manter valor útil utilizando o storytelling como
estratégia.
Com base numa abordagem mista – qualitativa e quantitativa
– foram praticadas entrevistas semiestruturadas a 5
consumidores de luxo e complementarmente foi aplicado um
questionário online a uma amostra estratificada, que visa
recolher dados sobre os comportamentos, motivações e
perceções dos consumidores relativamente à utilização dos
NFTs pelas marcas de luxo.
Os resultados obtidos revelam desta forma que os
consumidores de luxo, valorizam os NFTs quando estes
reforçam a exclusividade e autenticidade da marca, contudo
o estudo demostra também que quando interligados a
estratégias de storytelling, estes são capazes de aumentar a
perceção de valor e ligação emocional.
In a scenario represented by the growth of digitalisation and significant technological advances, Non-Fungible Tokens are emerging as an innovative tool capable of transforming the way brands interact with consumers. By providing immersive and engaging experiences that enhance value building in the industry. This dissertation focuses on the application of NFTs in the luxury industry, with the central aim of investigating the use of NFTs as a tool for innovation in consumer interaction. At the same time, it aims to understand consumer behaviour with NFTs, analyse new storytelling strategies and create and maintain useful value using storytelling as a strategy. Based on a mixed approach - qualitative and quantitative - semi-structured interviews were carried out with 5 luxury consumers and an online questionnaire was applied to a stratified sample, with the aim of collecting data on consumer behaviour, motivations and perceptions regarding the use of NFTs by luxury brands. The results show that luxury consumers value NFTs when they reinforce the exclusivity and authenticity of the brand. However, the study also shows that when linked to storytelling strategies, they are able to increase the perception of value and emotional connection.
In a scenario represented by the growth of digitalisation and significant technological advances, Non-Fungible Tokens are emerging as an innovative tool capable of transforming the way brands interact with consumers. By providing immersive and engaging experiences that enhance value building in the industry. This dissertation focuses on the application of NFTs in the luxury industry, with the central aim of investigating the use of NFTs as a tool for innovation in consumer interaction. At the same time, it aims to understand consumer behaviour with NFTs, analyse new storytelling strategies and create and maintain useful value using storytelling as a strategy. Based on a mixed approach - qualitative and quantitative - semi-structured interviews were carried out with 5 luxury consumers and an online questionnaire was applied to a stratified sample, with the aim of collecting data on consumer behaviour, motivations and perceptions regarding the use of NFTs by luxury brands. The results show that luxury consumers value NFTs when they reinforce the exclusivity and authenticity of the brand. However, the study also shows that when linked to storytelling strategies, they are able to increase the perception of value and emotional connection.
Description
Keywords
Non-Fungible Tokens Indústria de luxo Marcas de luxo Valor percebido Storytelling