| 书目名称 | Non-Fungible Tokens (NFTs) | | 副标题 | Examining the Impact | | 编辑 | Andrea Sestino,Gianluigi Guido,Alessandro M. Pelus | | 视频video | | | 概述 | Explains… the nature of Non-Fungible Tokens (NFTs) and their underlying blockchain technology.Explores… the business opportunities of NFTs in prominent industries: i.e., art, music, and fashion.Highli | | 图书封面 |  | | 描述 | .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..Off | | 出版日期 | Book 2022 | | 关键词 | blockchain; fashion; consumer behaviour; technology; consumption; digital marketing | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-031-07203-1 | | isbn_ebook | 978-3-031-07203-1 | | copyright | The Author(s), under exclusive license to Springer Nature Switzerland AG 2022 |
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发表于 2025-3-21 19:01:31
