... adopters, a significant population of followers has yet to start purchasing NFTs. This paper aims to explore identity-related determinants of followers’ engagement with NFTs around the personal and social identity theories as well as identity projects. Design/methodology/approach This study is based...

... demonstrated that brands play a significant role in boundary work at an individual or collective level (Arnould and Thompson, 2005). Brand communities have been particularly apprehended as providing a safe haven for identity projects and boundary work (Muñiz and Schau, 2005 ; Schouten and McAlexander, 1995...