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

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.

Automated summary

This article argues that non-fungible tokens (NFTs) challenge established marketing understanding in various areas, such as digital ownership, uniqueness, value, authenticity, status, sharing, branding, and distribution. The authors propose a set of preliminary research questions to explore these areas and contribute to the broader field of crypto-marketing. They highlight the importance of this emerging subdiscipline in expanding our knowledge of consumer behavior, pricing, and product design, as well as its role in predicting the future of the discipline as NFTs continue to evolve.