Affective Commitment and NFT Marketing.

Affective Commitment

Emotional attachment to an organization.

Elon Musk may or may not be many things, but he is definitely effective at motivating his organizations through provocative mission statements. SpaceX isn’t just a company that makes rockets, its an organization working to “make life multi-planetary”.

People don’t purchase Apple products because their hardware is technologically superior (it isn’t). They buy from Apple because its beautiful, easy to use, and it represents creative genius and free thinking.

The Bored Ape Yacht Club didn’t find success just selling a cool looking profile picture, they sold exclusive access to a unique community of individuals with similar interests/values.

Crypto Punks aren’t selling because the art is particularly beautiful. They sell because of what they represent — decoupled success from traditional financial paradigms and proof of being apart of an exclusive community.

Bateman et. al (2011) suggests that users’ behavior on content sites is directly linked to their commitment levels, and that community participation was likely associated with affective commitment.

Its the emotional response and attachment people have to these missions that drives commitment — and commitment drives buying decisions.

Community

Users should have the ability to interact with other users, not just the content itself.

The two insights below highlight the importance of user interactions.

Joyce and Kraut (2006) showed that a user’s likelihood of posting is related to the properties of the replies he receives in response to his initial posting.

Lampe and Johnston (2005) found that a newcomer’s probability of returning to a site is affected by the ratings given to her first post.

Facilitating users in a responsive and live community feeds the emotional attachment to a project early and rapidly. We believe that live community communication platforms have the ability to inspire affective commitment faster than traditional social media (hard to believe it gets faster I know).

The question then shifts from “How do I get my users to purchase more?” to both -

“How can I cultivate the best community around my project?”

and

“How do I get my users to participate more?”.

In the next article we will go over the Four Levels of Participation and examine how to incentivize climbing the ladder of participation.

We are always looking for amazing people / projects to collaborate with. If you have an interesting crypto project or idea we would love to hear from you.

References:

Bateman, P. J., Gray, P. H., and Butler, B. S. 2011. “The Impact of Community Commitment on Participation in Online Communities,” Information Systems Research (22:4), pp. 841–854.

Joyce, E., and Kraut, R. E. 2006. “Predicting Continued Participation in Newsgroups,” Journal of Computer-Mediated Communication (11:3), pp. 723–747.

Lampe, C., and Johnston, E. 2005. “Follow the (Slash) Dot: Effects of Feedback on New Members in an Online Community,” in Proceedings of the 2005 International ACM Conference on Supporting Group Work, New York: ACM Press, pp. 11–20.

Oestreicher-Singer, G., & Zalmanson, L. (2013). Content or Community? A Digital Business Strategy for Content Providers in the Social Age. MIS Quarterly, 37(2), 591–616.

Supporting founders & artists in realizing their project goals @ Soveblen.com