Semantic Scholar Open Access 2022 125 sitasi

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

R. Hofstetter Emanuel de Bellis Leif Brandes Melanie Clegg Cait Lamberton +4 lainnya

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Abstrak

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.

Penulis (9)

R. Hofstetter

Emanuel de Bellis

Leif Brandes

Melanie Clegg

Cait Lamberton

D. Reibstein

Felicia Rohlfsen

Bernd H. Schmitt

John Z. Zhang

Format Sitasi

APA MLA BibTeX

Hofstetter, R., Bellis, E.d., Brandes, L., Clegg, M., Lamberton, C., Reibstein, D. et al. (2022). Crypto-marketing: how non-fungible tokens (NFTs) challenge traditional marketing. https://doi.org/10.1007/s11002-022-09639-2

Akses Cepat

Lihat di Sumber doi.org/10.1007/s11002-022-09639-2

Informasi Jurnal

Tahun Terbit: 2022
Bahasa: en
Total Sitasi: 125×
Sumber Database: Semantic Scholar
DOI: 10.1007/s11002-022-09639-2
Akses: Open Access ✓