Articlehybrid2022

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

Reto Hofstetter · Emanuel de Bellis · Leif Brandes · Melanie Clegg · Cait Poynor Lamberton · David J. Reibstein +2 more

177 citations0/0 files storedMarketing Letters

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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.

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References

1985Mental Accounting and Consumer Choice 1998The Red and the Black: Mental Accounting of Savings and Debt 1991Scarcity effects on value: A quantitative review of the commodity theory literature 2017Digital Goods Are Valued Less Than Physical Goods

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