Web3 and Participatory Marketing

Baohong Sun ()
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Baohong Sun: Cheung Kong Graduate School of Business

Chapter 11 in Brand Intelligence, 2026, pp 313-368 from Springer

Abstract: Abstract As a game changer, Web3 transforms marketing from a cost center for customer acquisition into a revenue-generating system of shared value creation—where users, creators, and brands grow together through ownership, incentives, and community. This chapter examines how Web3 redefines the relationship between brands and customers—shifting from transactional engagement to decentralized, permissioned, and incentivized collaboration. It then explores advanced tools such as dynamic NFTs, participate-to-earn games, creator–brand partnerships, and tokenomics that enhance both user participation and brand growth opportunities. The discussion concludes by showing how the brand ecosystem framework developed in the first ten chapters serves as a springboard into Web3 and by outlining strategies to build synergy between centralized and decentralized ecosystems. Four case studies are included at the end of this chapter to illustrate how leading brands are already putting these principles into practice. Core Concepts: Decentralization; Digital wallets; Smart contract; Tokenization; DAO; Wallet relationship management (WRM); Permission-based marketing; Token-based (or value-sharing) communities; Decentralized Brand Ecosystem (DBE); Participatory marketing; Dynamic NFTs (dNFTs); Play-to-earn (P2E) gamification; Flywheel of value creation; Creator economy; Tokenomics; Hybrid-domain Web2xWeb3 operation; AI x Web3 convergence.

Date: 2026
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DOI: 10.1007/978-3-032-17490-1_11

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