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

被引：81

作者：

Chohan, Raeesah ^{[1
]}

Paschen, Jeannette ^{[2
]}

机构：

[1] Univ Cape Town, Cape Town, South Africa

[2] Kwantlen Polytech Univ, Melville Sch Business, Surrey, BC V3W 2M8, Canada

来源：

BUSINESS HORIZONS | 2023年 / 66卷 / 01期

关键词：

Nonfungible tokens; NFTs; Blockchain; Digital scarcity; Marketing campaign; AIDA model; NFT marketing; ONLINE MARKETPLACES; BLOCKCHAIN; SCARCITY; TRUST; MODEL; RISK;

D O I：

10.1016/j.bushor.2021.12.004

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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 func-tions. Marketing managers wishing to adopt NFTs therefore need to know something about the marketing implications. This article explains NFTs in broad terms and dis-cusses the marketing implications using a modified AIDA hierarchy. These implica-tions 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 distri-bution infrastructure.(c) 2021 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.

引用

页码：43 / 50

页数：8

共 44 条

[1] Secure Combination of IoT and Blockchain by Physically Binding IoT Devices to Smart Non-Fungible Tokens Using PUFs [J].