Non-Fungible Tokens (NFTs): Examining the Impact on Consumers and Marketing Strategies - Hardcover
- PublisherPalgrave Macmillan
- Publication date2022
- ISBN 10 3031072022
- ISBN 13 9783031072024
- BindingHardcover
- Edition number1
- Number of pages117
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Non-fungible Tokens Nfts : Examining the Impact on Consumers and Marketing Strategies
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(2022)
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ISBN 13: 9783031072024
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Non-Fungible Tokens (NFTs): Examining the Impact on Consumers and Marketing Strategies by Sestino, Andrea, Guido, Gianluigi, Peluso, Alessandro M. [Hardcover ]
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Book Description Hardback or Cased Book. Condition: New. Non-Fungible Tokens (Nfts): Examining the Impact on Consumers and Marketing Strategies 0.65. Book. Seller Inventory # BBS-9783031072024
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Non-Fungible Tokens (NFTs): Examining the Impact on Consumers and Marketing Strategies
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Non-Fungible Tokens (NFTs) : Examining the Impact on Consumers and Marketing Strategies
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Non-fungible Tokens Nfts : Examining the Impact on Consumers and Marketing Strategies
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(2022)
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ISBN 13: 9783031072024
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Non-Fungible Tokens (NFTs): Examining the Impact on Consumers and Marketing Strategies
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(2022)
ISBN 10: 3031072022
ISBN 13: 9783031072024
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Non-Fungible Tokens (NFTs)
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Book Description Buch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 120 pp. Englisch. Seller Inventory # 9783031072024
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Non-Fungible Tokens (NFTs) : Examining the Impact on Consumers and Marketing Strategies
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ISBN 10: 3031072022
ISBN 13: 9783031072024
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Book Description Buch. Condition: Neu. Druck auf Anfrage Neuware - Printed after ordering - 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. Seller Inventory # 9783031072024
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Non-Fungible Tokens (NFTs)
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Springer, Berlin|Springer International Publishing|Palgrave Macmillan
(2022)
ISBN 10: 3031072022
ISBN 13: 9783031072024
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Book Description Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. 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. Seller Inventory # 585900088
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