NFT marketing: How marketers can use nonfungible tokens in their campaigns

Raeesah Chohan and Jeannette Paschen

Business Horizons, 2023, vol. 66, issue 1, 43-50

Abstract: Nonfungible tokens (NFTs) are a record of ownership of primarily digital media, where the NFT is stored on a blockchain. According to the 2021 Gartner Hype Cycle for Key Technologies, NFTs may significantly transform marketing functions. Marketing managers wishing to adopt NFTs therefore need to know something about the marketing implications. This article explains NFTs in broad terms and discusses the marketing implications using a modified AIDA hierarchy. These implications can give marketing managers and executives guidelines on how to persuade consumers to purchase NFTs owing to their unique characteristics, such as scarcity, nonfungibility, proven authenticity, proof of ownership, royalties, and direct distribution infrastructure.

Keywords: Nonfungible tokens; NFTs; Blockchain; Digital scarcity; Marketing campaign; AIDA model; NFT marketing (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:66:y:2023:i:1:p:43-50

DOI: 10.1016/j.bushor.2021.12.004

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