Crypto-marketing: how non-fungible tokens (NFTs) challenge traditional marketing

【Author】 Hofstetter, Reto; de Bellis, Emanuel; Brandes, Leif; Clegg, Melanie; Lamberton, Cait; Reibstein, David; Rohlfsen, Felicia; Schmitt, Bernd; Zhang, John Z.

【Source】MARKETING LETTERS

【影响因子】3.426

【Abstract】In this article, we argue that non-fungible tokens (NFTs) challenge established marketing understanding of digital ownership, uniqueness, and value; authenticity, status, and sharing; and branding and distribution. We propose a set of preliminary research questions rooted in these areas, in hopes of offering entry points to future programmatic investigation of the broader field of "crypto-marketing." This emerging subdiscipline offers opportunities to expand our understanding of consumer behavior, pricing, and product design and may be crucial in predicting the future of our discipline as NFTs further evolve.

【Keywords】Non-fungible token; NFT; Crypto-marketing; Blockchain; Ownership; Authenticity; Uniqueness; Decentralization

【发表时间】

【收录时间】2022-08-15

【文献类型】实证数据

【主题类别】

区块链应用-虚拟经济-NFT