What is it about?
The development of the next web 3.0 digital generation will be built on a decentralized society and blockchain technologies such as Non-Fungible Tokens (NFTs) and “Soulbound Tokens” (SBTs). These technologies will enable a digital proof of personhood that would make it possible for people to differentiate themselves through their unique credentials and reputation. SBTs can include unique information relating to the user’s identity that can enhance consumer’s self-perception, uniqueness, and reputation building.
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Why is it important?
The literature remains scant on the underlying consequences of SBTs from a consumer behavior perspective, and consequently the implications for brands given rising egocentric consumer needs which this study addresses.
Perspectives
This research is amongst the first to study SBTs and their potential impact in the web 3.0 environment where digital identities and ownership are decentralized and authentic.
Dr. Zahy B Ramadan
Lebanese American University
Read the Original
This page is a summary of: The rise of the egocentric brand and consumer: the case of soulbound tokens (SBT), Qualitative Market Research An International Journal, July 2024, Emerald,
DOI: 10.1108/qmr-02-2023-0028.
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