Celebrity Social Media Influencers and the Diffusion of NFTs on Twitter

Expanding on the diffusion of innovations theory and using the two-step flow model of communication, this thesis examines the role of celebrity social media influencers (SMI) on Twitter and their marketing of non-fungible tokens (NFTs). This paper explored the effects that parasocial relationships may have in mediating audience attitudes toward the new innovation, and whether or not they choose to accept or reject it. Using an experiment-survey, participants were exposed to stimuli, created for the purposes of this study, of celebrity SMI tweets that promote NFTs along with answering a series of questions relating to participants’ attitudes and future use intention toward NFTs. Participants also answered questions about any presence of parasocial relationships they may have with the celebrity. This research explored the diffusion of innovations theory in our current media environment, the role of celebrity SMIs and parasocial relationships as it relates to the theory, and found a significant relationship between fans with a stronger parasocial relationship having a stronger future usage intention. Finally, this thesis calls for more opportunities to better understand the role that parasocial relationships can have in the diffusion of innovations theory.