Format:
75 pages :
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illustrations ;
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21 × 29.7 cm.
Content:
AI-GENERATED ABSTRACT: Abstract: Non-fungible tokens (NFT) were adopted by the sports industry following the COVID pandemic as an innovative alternative to engage with the fan communities all over the world. In the context of football, the technology is used to create digital collectibles, such as tradable content pieces or memorabilia, and fan tokens. The holder of such assets would then enjoy exclusive benefits. The goal of this research is to gain a better understanding of the asymmetry this technology creates in an enjoyment perspective among football fans in Germany. Semi-structured interviews were conducted with three representatives of companies working as NFT creators in the market. The revised version of the Unified Theory of Acceptance and Use of Technology (UTAUT2) was used to outline the interview questions and to evaluate the level of adoption of the technology in the German football industry. Results showed that NFTs indeed increase the level of enjoyment of football fans, mostly due to their utility and benefits. However, as we are still in the early implementation of this innovation, criticism over the intrinsic value of NFTs has been raised. Sports institutions should reflect on it in order to improve their offerings in the future. Keywords: blockchain technology, non-fungible tokens, football, enjoyment, NFT creators, collectors, non-collectors.
Note:
DISSERTATION NOTE: Bachelor of Arts thesis in International Management and Marketing, Berlin International University of Applied Sciences, 2023.
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MACHINE-GENERATED CONTENTS NOTE: Table of Contents abstract.........................................................................................................5 1. Introduction.............................................................................................6 2. Literature Review.....................................................................................9 2.1. Blockchainches.......................................................................................9 2.2. Non-fungible Tokens (nft).........................................................10 2.2.1. Fungibility...............................................................................10 2.2.2. Tokenization............................................................................10 2.3. Use Cases of Nfts.........................................................................11 2.3.1. Digital Collectibles.................................................................11 2.3.2. Fan Tokens.............................................................................12 2.3.3. Football Leagues Post-pandemic Situation..............................14 3. Methodology..........................................................................................16 4. Findings.................................................................................................19 4.1. Performance Expectancy.................................................................19 4.1.1. Positive Performance...............................................................19 4.1.2. Negative Performance.............................................................20 4.2. Effort Expectancy...........................................................................20 4.3. Social Influence..............................................................................21 4.4. Facilitating Conditions.....................................................................21 4.5. Hedonic Motivations.......................................................................21 4.6. Price Value.....................................................................................22 4.7. Habit..............................................................................................22 5. Discussion.............................................................................................23 5.1. Contributions of Nfts on a Fan's Enjoyment...................................23 5.2. a Critical Overview of Nft Use Cases...........................................24 5.3. Limitations of This Research..........................................................25 6. Conclusion.............................................................................................26 7. Bibliography...........................................................................................27 appendices...................................................................................................31
Language:
Undetermined
Keywords:
Academic theses
