STUDY OF METAVERSE: INFLUENCE OF DISCORD VIRTUAL COMMUNITY TO PURCHASE INTENTION OF NON-FUNGIBLE TOKEN (NFT)

Abstract

A wide range of NFTs as non-interchangeable token of data saved on a blockchain which are being sold and being widely shared on digital platforms. Having a unique characteristic, NFT branding and its promotional activity to let them know by the public has been done in social media, particularly Twitter as a meaning of public perception building and potential buyers collecting effort. But the author found that the role of company initiated virtual community in Discord has a big impact as it gathers targeted group and building connection between the company and the people who has probability to purchase in the future - that is going to be examined in this research using E-WOM as the mediation. By finishing this study, the author digs into the study of metaverse as the metaverse could be the future development of the Internet based on its tenacious, shared virtual worlds in which people interact as 3D avatars. Blockchain technology may represents the very essence of the metaverse to the fact that linked NFT assets that can be used thorough different metaverse platforms