Journal of International Technology and Information Management

Document Type



The growing popularity of non-fungible tokens (NFTs) has created a new digital collectibles asset class and market. NFTs are unique digital tokens built on blockchain technology that can represent anything from art, property rights, certificates of authentication to sports collectibles. The use of blockchain provides the framework for digital ownership and brings the notion of scarcity to the digital NFT asset class. With the emerging NFT market and growing consumer base little work has investigated the factors behind NFT interest and participation. Using a dataset of 26,444 tweets on NBA Top Shot, one of the largest and most popular NFT platforms for digital sport collectibles, we use exploratory data and content analysis to generate insights from NFT Twitter messages. Our results suggest that both hedonic and utilitarian factors are driving NFT tweets and should be considered by NFT platforms to encourage participation. Our results show that consumer messages on NFTs are based on the ability to demonstrate ownership, compete against other collectors, provide personal enjoyment and for the opportunity to receive financial returns. This research is one of the first to examine the factors exploring NFT Twitter messages and our results provide early insights for practitioners and academics interested in exploring NFT digital collectibles.