Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands
通过分析40个奢侈品NFT营销案例，从社会技术视角识别虚拟奢侈品的价值、属性和策略，提出虚拟奢侈品概念，帮助理解奢侈品品牌在元宇宙中的转型。
With the emergence and popularity of non-fungible tokens (NFTs), the luxury brand industry has experienced an increase in their use of NFTs. This study employs multiple-case studies, thematic analysis method, and grounded theory to analyze 40 luxury NFT campaigns from 2021 and 2022. The analysis applies a sociotechnical perspective, integrating the technical factors of NFTs and the social factors of luxury value. The study identifies the values, attributes, and strategies of NFT-based virtual luxury. Based on the findings, this study introduces the concept and definition of virtual luxury to understand and advance luxury brands in the Metaverse . This study theoretically contributes to the luxury industry by envisioning a virtual transformation of luxury brands.