Full Description
This book focuses on the relevance of non-fungible token-based products in the current hyper-digitalized and hyper-connected world. Connecting the new NFTs' technologies with academic literature on marketing, the authors highlight future research streams as well as strategies and factors that marketers and managers can use to promote this new type of product.
Starting with an overview of the nature and increasing importance of NFTs in marketing, the authors extensively examine the blockchain technology that underlies this new innovation along with its applications. Specifically, by reviewing the existing literature on NFTs, the authors explain the emerging topics and business opportunities offered by NFTs for intellectual property protection, development of new lifestyles, and forms of entertainment.
The second part of the book investigates NFTs in three different contexts: art, music, and fashion. By exploring the key behavioral variables that underlie consumers' intentions to purchase NFT-based products (i.e., materialism, status consumption orientation, innovativeness), the authors discuss the various implications for advertising and marketing strategies in such industries.
Offering a state-of-the-art look at this new technology, this book presents a guide for scholars and anyone looking for an understanding of NFTs and the opportunities they present.
With a preface by Russell Belk.
Contents
Introduction.- Chapter 1. A review of the concept of NFTs in marketing.- Chapter 2. How Materialism Influences the Purchase of NFT-Based Artworks.- Chapter 3. The Role of Consumer Innovation in Buying Fashion NFTs.- Chapter 4. The Moderating Effect of Status-Consumption Orientation in a NFT-musical Setting.- Conclusions
