A Study of the Influencing Factors of NFTs in Social Media Marketing

NFT market have developed into an annual sales scale of nearly $60 billion. After the crazy blockchain investment myth, how can the rational trading market grasp consumer demand? As the main platform of marketing for 21st century, social media is widely used by both traditional artists and NFT creator. When artworks are combined with NFT in social media marketing, how do they affect the willingness to purchase digital collectibles? In the hot era of GPT, how will artificial intelligence-generated content (AIGC) affect people's purchasing behavior? This article measures the impact on consumer purchasing willingness from the activity level of social media accounts (number of posts), creator attributes (human vs. artificial intelligence), published content (diversity, content tendency), etc. Through experiments, this article verifies that consumers' demand for uniqueness will positively affect the willingness to purchase digital collectibles and payment prices; artificial intelligence generated content(AIGC) will reduce consumers' willingness to purchase and payment prices, but as the diversity and quantity of published content increases, the negative impact is significantly weakened; compared with emotionally inclined content, the negative impact of artificial intelligence generated content is greater on technology-oriented content.