Digital valuation of personality using personal tokens

Abstract

Attempts to valuate personality and personal brand in the digital economy face significant problems when it comes to the tools of such an activity. The main aim of this paper is to consider a personal token as the new means of personality valuation and to propose tools of its financial and network valuation. We applied financial analysis, content analysis, and statistical analysis, using data from the platform dedicated to personal token issuers. Financial valuation of personal tokens was performed using a modified Network Value to Transaction ratio (NVT). The personality types of the tokenised persons were determined based on Bartle’s Four Player Types model and the Big Five Personality Traits model. The issuers of personal tokens were grouped with a use of clustering analysis and the differences in score on personality traits were tested accordingly. Our results uncovered the novel means of personality and personal brand valuation which is a personal token and allowed us to differentiate two groups of personal token issuers based on their personality traits and activity profile.