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What Makes People Stick to a Protocol?

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Identity Fusion

A Social Science Study

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Identity Fusion

Deep feeling of ‘oneness’ with a group

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Outcomes of Identity Fusion

Identity Fusion

Group

Individual

Commitment

Loyalty

Self-esteem

Protection of the Group

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Outcomes of Identity Fusion: ‘Brand’ & Community Attachment

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Values alignment

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“This protocol stands for the same things I do.”

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Self-image building

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“Being part of this protocol makes me feel good.”

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Social connection

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“I feel connected to and being cared for by others on this protocol.”

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Aspiration & life goals

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“Connecting with this protocol gets me closer to who I want to be.”

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Identity Fusion - A Social Science Study

Research Questions:

  • What is the extent of relational ties, i.e., identity fusion between members of the OP collective?
  • How does identity fusion between members influence their intention to continue engaging with the OP network?
  • What is the perceived personality of the OP collective?
  • What are the underlying mechanisms related to identity fusion? How do community-specific factors, e.g., group rituals, branding etc. influence identity fusion between OP members?

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Methodology:

  • Mixed method: Questionnaire, in-depth interviews, and content analysis of Discord channels

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Time span: ~ 5-6 months

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Identity Fusion Study - Value Proposition

Scientific Knowledge

  • Extent of identity fusion - and potential ‘non-fusion’ - among members
  • Underlying drivers for identity fusion; scientific foundation for ‘social bonding’ measures
  • First-mover advantage by demonstrating the relevance of identity fusion and social bonding for DeFi

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Brand Exposure

  • Scientific publication in an open source, peer-reviewed scientific journal
  • Attention of DeFi users and non-users, brand awareness and recognition
  • Fostering reputation and trust beyond the DeFi space

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Identity Fusion Study - Value Proposition

User Retention Measures

  • Fostering relational ties and social bonding, a sense of community, and loyalty among members
  • Acquisition of new users through positive word of mouth

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Marketing Communication Strategies

  • Measures for how to attract and retain highly committed members - and thus, keep liquidity and TVL on chain
  • User education through scientific publications, presentation at conference(s)

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OP Grant Application Season 3

Partners

The required funding of ~USD 70k will be split between the partners as follows:

70% Optimism

30% Partnering protocols: Beethoven X; and in discussion with another protocol

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Required Funding - Budget (in $)

Researcher salary

62’000

  • 3 social science researchers
  • Duration of study approximately 5-6 months

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Participant incentives for participating in the study

1’000

  • NFT airdrop, OP rewards

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Marketing and dissemination of knowledge

6’000

  • Questionnaire hosting, designers/artists for NFTs
  • Transaction costs on Optimism
  • Open access publication costs (US$ 1000 - US$ 4000 depending on journal)
  • Conference expenses; presentation of results at international (academic) conference(s)

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Total

69’000

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Who are We?

Josey Blackfaun Erudraeth

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Social scientist, PostDoc

Community attachment, trust, digital engagement & gamification

https://twitter.com/BeetsJosey

https://medium.com/@joseybeets

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PhD student

Online communities, digital culture, fan behaviour

Psychologist, PostDoc

Social bonding, synchrony, cognitive science of ritual behaviour

https://twitter.com/erudraeth

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Timeline - Application OP Grant & Study

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