Crypto-Marketing: How Non-Fungible Tokens (NFTs) Challenge Traditional Marketing
Journal
Marketing Letters
ISSN
0923-0645
Type
journal article
Date Issued
2022
Author(s)
;
;
Brandes, Leif
;
;
Lamberton, Cait
;
Reibstein, David
;
Rohlfsen, Felicia
;
Schmitt, Bernd
;
Zhang, John Z.
Abstract (De)
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.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Springer
Subject(s)
Eprints ID
266573
File(s)![Thumbnail Image]()
open.access
Name
Crypto-Marketing.pdf
Size
239.79 KB
Format
Adobe PDF
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