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

Reto Hofstetter (), Emanuel Bellis (), Leif Brandes (), Melanie Clegg (), Cait Lamberton (), David Reibstein (), Felicia Rohlfsen (), Bernd Schmitt () and John Z. Zhang ()
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Reto Hofstetter: University of Lucerne
Emanuel Bellis: University of St. Gallen
Leif Brandes: University of Lucerne
Melanie Clegg: University of Lucerne
Cait Lamberton: University of Pennsylvania
David Reibstein: University of Pennsylvania
Felicia Rohlfsen: University of Lucerne
Bernd Schmitt: Columbia University in the City of New York
John Z. Zhang: University of Pennsylvania

Marketing Letters, 2022, vol. 33, issue 4, No 12, 705-711

Abstract: 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 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (21)

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DOI: 10.1007/s11002-022-09639-2

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