Title Page
Contents
ABSTRACT 8
1. Introduction 9
1.1. Research Background 9
1.2. Research Question 10
2. Literature Review 13
2.1. User behaviors in NFT Market 13
2.2. User emotions on social media and search queries patterns 14
3. Data and Methodology 16
3.1. Data 16
3.2. Methodology of analytic procedure 18
4. Empirical Results 21
4.1. Emotional patterns on social media 21
4.1.1. Emotion distribution 21
4.1.2. Emotion correlation 22
4.1.3. Trends in emotional responses to NFTs on social media 23
4.2. NFT-related search behaviors 33
4.2.1. Dyadic LR-QAP analysis 33
4.3. Centrality of emotional networks and NFT sales 35
4.3.1. Emotion-based regression analysis 35
5. Conclusion 39
5.1. Summary of results 39
5.2. Theoretical and practical contributions 40
5.3. Limitations and future work 41
References 42
ABSTRACT IN KOREAN 45
Table 1. Statistical description of dataset from Twitter 17
Table 2. Sample data extracted from Opensea.io marketplace 17
Table 3. Sample data extracted from Google search platform 18
Table 4. Twitter microblog examples for period 1 (date, user, tweet) 29
Table 5. Twitter microblog examples for period 2 (date, user, tweet) 32
Table 6. Dyadic LR-QAP results (positive emotions) 34
Table 7. Dyadic LR-QAP results (negative emotions) 34
Table 8. Regression results: Model 1 37
Table 9. Regression results: Model 2 37
Figure 1. Overview of the analytic procedure 20
Figure 2. Cumulative distribution of emotions regarding NFTs 22
Figure 3. Correlation of emotions 23
Figure 4. Google Search Trends for NFT (Google Trends) 24
Figure 5. Sentiment scores for Period 1 & 2 25
Figure 6. Results of Cluster Analysis (Period 1) 27
Figure 7. Word Cloud Visualization for cluster 1 of period 1 28
Figure 8. Word Cloud Visualization for cluster 2 of period 1 29
Figure 9. Word Cloud Visualization for cluster 1 of period 2 31
Figure 10. Word Cloud Visualization for cluster 2 of period 2 32