NFTs Usage in Metaverse

The metaverse is transforming many industries, customer behavior, and companies’ strategies. However, there is a lack of research and understanding of how to adjust existing approaches and solutions. Moreover, based on numerous studies, there is a strong connection between the metaverse and virtual technologies in general and non-fungible tokens (NFTs). The authors’ research aims to address this gap by investigating the reasons for this connection. The authors suggest that NFTs complement metaverse adoption and might be a key component for its business and marketing model developments. In addition, the authors provide specific guidance for NFT implementations in different industries. The authors’ contribution extends the knowledge of this nascent field and might be valuable for scholars and practitioners.